Q: I need to communicate some big changes to my team. They’re going to take it as bad news at first, even though it’s not. How can I break the news most effectively?

A: Three key points to keep in mind as you prepare to break big news:

  1. Get to the point. When communicating important information, particularly bad news, it’s very tempting to bury the lead, so to speak. We start the message with loads of background or begin justifying decisions with reams of data before those decisions have even been communicated. Or, we state the point and jump directly, without pause, to the background and the justification, denying our audience the chance to hear and digest what we’ve just told them. In contrast, the rule I like to keep in mind when delivering tough news is that the person hearing it will have only about 30 seconds before their mind starts racing with “why’s” and “what if’s”. So, swallow your pride or your fear and state clearly and fairly the 2-3 key points you need your audience to understand and take away. Once you’ve gotten those points across, take the time to provide background detail and next steps.
  2. Address concerns directly. You likely have a good idea about how your news will be received. And if you don’t, do your homework — thoroughly. When delivering news of any consequence you’ve got to be prepared to answer the questions that are bound to arise. For example, address major concerns directly in your announcement – if jobs will be lost, state that honestly and also address what will happen to the individuals in those jobs. Then, take time after the announcement for Q&A so that your audience is given the opportunity to ask clarifying questions. Table any questions that you’re not prepared to answer and, by all means, follow up! Bottom line, addressing major concerns directly and honestly demonstrates integrity and a commitment to your team. Hiding from them demonstrates cowardice.
  3. Be human about it. Remember the Principal in high school who made a major announcement — maybe he canceled prom or insisted on leaving the lights during dances — then acted like a tool while turning deaf ears to students’ concerns? For us, he canceled in-school pep rallies, the 2 hours a year that the students came together as a single body to rally their team. “Please!” he hollered, baring his open palm to the crowd, “You think I’d just thrown you to the lions. It’s only a pep rally, not world peace.” Perhaps he made the decision he had to make. Perhaps. But he wasn’t human about it in that he didn’t allow for or listen to the expression of disappointment. And let’s face it — 16-year-old girls know how to express disappointment. So even though you may not be able to change the message, you can deliver it honestly, listen openly, and follow-through on your promises to follow-up.