In times of crisis or disappointment, how leaders communicate can significantly impact team morale and trust. Transparency is essential. Without it, the team may feel misled, hindering their ability to move forward.
Although delivering bad news is never easy, there are effective ways to avoid pitfalls when initiating these difficult conversations. To help, Forbes Coaches Council members offer insights into common mistakes leaders make when delivering bad news to their teams and why it's so important to avoid these missteps.
1. Buffering The Team
One mistake many leaders fall victim to is the desire to buffer their team. People are smart and they know when you're trying to buffer. This is problematic because it undermines trust in the team and leaves people with a lack of clarity and uncertainty—two primary culprits of disengagement and fear. - Andrew Deutscher, Regenerate
2. Not Being A Strong Leader
As a leader, your team is looking to you to do exactly that—lead. When you must share bad news, first take time with yourself and your highest level team to discuss the situation and what next actions would be most beneficial for moving forward. When you have a reasonable plan, deliver the news directly, take accountability where appropriate, and communicate how you intend to lead through this difficult moment. And of course, be ready for questions and reactions without becoming defensive. - Carmen Bolanos, Carmen Bolanos Coaching
3. Lacking Compassion And Preparation
Be compassionate, be direct and be prepared. There's a chance the team knows what's coming or has created worst-case scenarios in their minds. Tell them the news and allow space for them to process. Prepare for the "what about..." questions in advance so you're ready when the team asks. If you've not prepared or haven’t processed the news yourself, it will show with your team. They need you to lead, especially in tough times. Your ability to be strong and empathetic in the moment will inspire confidence and keep the team forward-focused. - Kathleen Woodhouse, Nova Leadership
4. Starting Negatively
Have you ever had to choose a frame for a photograph? Choose a blue, contemporary frame and you get a bold, attention-grabbing art piece. Choose an almost-invisible glass frame and the photograph pops on its own. Choose an elegant, understated frame and you get a beautiful display. The frame you choose has incredible power to define a situation and influence how people see it. Do you have to see this situation as "bad news," starting everyone off in a place of negativity? Or are there other ways to look at the situation that are more positive and powerful? - Joelle Jay, LRI
5. Beginning With Irrelevant Statements
When sharing bad news, start with the headline. Some leaders begin with less relevant statements to soften the blow, but folks can feel misled when the tough news comes behind it. People will feel more respected if they are told upfront what to listen for. I have found that when hard news is delivered with respect and empathy for those impacted, it is easier to digest and think about how to move forward. There is usually little benefit in being obtuse or trying to re-engineer the message to make it softer. - Karyn Gallant, Gallant Consulting Group
6. Minimizing Negative Impacts
It is tempting to minimize perceptions of negative impact. However, this can cause people to feel unacknowledged for the resulting challenges ahead. A stronger position can be to acknowledge the negative impacts, have a clear plan for overcoming them, and prevent similar future challenges. When your team is treated as if they are reasonable, they are more likely to respond in a reasonable way. - Maureen Cunningham, Up Until Now Inc.
7. Letting Opinions And Emotions Dictate
The one critical mistake is allowing your personal opinions and emotions to dictate how you communicate. Your goal—and responsibility—is to keep your team united and motivated as you tackle the challenges ahead. Even when confronted with bad news, it's crucial to understand the justifications behind it, remain constructive even if you disapprove, and focus on solutions rather than what might have been. By balancing authenticity with forward-thinking, you can guide your team through adversity without losing sight of your collective goals. - Ginette Gagnon, Mindful Humans
8. Not Showing You Care
The key to delivering bad news is to show you care. This is more than saying you're sorry to deliver bad news. It's about expressing empathy for how the news affects those receiving it. And it means giving them a space to process and respond to the news. - Helio Fred Garcia, Logos Consulting Group
9. Avoiding In-Person Communication
One mistake leaders make is they mute their own voice when making the announcement or communicating. It is better to hear bad news from the leader. Although it can be in writing, it is better to let people tune in live and to be able to listen to you as you go over the bad news and perhaps how you are responding to it. That helps quell rumors and shows that you care, and are not hiding from the pain it has or will cause. - John M. O'Connor, Career Pro Inc.
10. Not Listening To The Team's Concerns
When leaders share bad news, they need to commit to time to listen to their team and be sure they feel heard. I commonly hear leaders say they are anxious to share news or do not leave time for discussion because there is nothing to discuss, and the leader cannot solve the problem. A solution is rarely the answer. Listening to someone and ensuring they feel heard builds trust and shows empathy. This means listening actively to ensure you understand. Parrot back what you hear for confirmation. Thank your team for sharing and their vulnerability. Summarize the concerns and share that you are here with them to work through this tough moment. Giving your team space to vocalize their concerns, even if you cannot address them or fix them, creates space to move past those concerns and progress. - Chelsea Seid, Talent Praxis
11. Sugarcoating The News
One critical mistake a leader should avoid when sharing bad news with their team is sugarcoating it. Think of it like trying to put a bow on a cactus—no one’s fooled and it still stings. When leaders try to soften the blow too much, it can leave the team scratching their heads, wondering what the real issue is. Honesty, delivered with empathy, is far more effective. - Laurie Arron, Arron Coaching LLC
12. Withholding Important Information
One critical mistake to avoid when sharing bad news with the team is withholding important information. This can lead to mistrust, speculation and anxiety among team members. Transparency is key. By providing clear and complete information, even if the news is difficult, leaders can maintain trust and help the team understand the situation, which is essential for navigating challenges together. - Maryam Daryabegi, Innovation Bazar
13. Lacking Empathy And Transparency
One critical mistake when sharing bad news is lacking transparency and empathy regarding the context, reasons and consequences of the situation. When leaders withhold essential details or fail to acknowledge the emotional impact on the team, it fosters distrust and anxiety. This lack of openness can lead to speculation, erode team morale and diminish the leader's credibility. By not being transparent and empathetic, leaders miss the opportunity to align the team with the necessary actions. This ultimately hinders collaboration and resilience during challenging times. - Carlos Hoyos, Elite Leader Institute
14. Avoiding The Truth
One critical mistake a leader must avoid when sharing bad news is withholding the truth to soften the blow. This can erode trust and damage team morale. Transparency, even when difficult, is essential for maintaining integrity and fostering resilience within the team. When leaders communicate openly, they show respect and empower their team to navigate challenges together. - Nikhil Chadha, Mindwize
15. Not Taking Responsibility
Avoid blaming others without taking responsibility. Placing blame destroys trust and damages morale. It's better to acknowledge the challenges factually while showing empathy. Take ownership of the situation, and reassure the team that you're committed to solving problems together. Accepting accountability fosters resilience while blaming undermines it. - Jonathan H. Westover, Ph.D, Human Capital Innovations
16. Being Vague
One critical mistake to avoid when sharing bad news with a team is being vague or withholding key details. This lack of transparency can lead to confusion, distrust and increased anxiety among team members, as they may speculate or assume the worst. Clear and honest communication helps manage expectations and maintains trust, even in difficult situations. - Jay Garcia, Jay Garcia Group
17. Waiting For The 'Perfect Moment'
Don’t wait for the “perfect” moment to share bad news—there isn’t one! Holding back only makes things worse. Get it out there quickly, with honesty, transparency and heart. Be real about the challenges but also balance that realism with optimism to keep the team motivated for the journey ahead. - Dennis Volpe, LRI
18. Walking On Eggshells
One company I worked with "walked on eggshells" with employees when there was bad news to share. The company was very good to employees but they never wanted them to feel bad, so they were vague and shared a false positive spin. It created a lack of trust and credibility. Six months later, employees brought a union into the organization. People can handle bad news, so being direct is best, along with plans to alleviate the impact and how the company will support each person. It's also important to create an environment of support that can build morale. This includes regular updates, support groups and a safe way for people to express concerns and anxiety. - Mark Samuel, IMPAQ Corporation
19. Evading The Conversation
One critical mistake to avoid when sharing bad news with a team is avoiding the conversation altogether. It's important for leaders to be open and honest with their teams, even when delivering difficult news. By communicating clearly and empathetically, leaders can help their teams navigate challenging situations and maintain trust and morale. Employees may become anxious and stressed if they are left in the dark. Finally, if information is not shared openly and honestly, rumors and misinformation can spread, leading to further confusion and damage to the team's morale. - Gina Catalano, Centro Forza Group
20. Not Leaving Time For Questions
When a leader shares bad news, they should leave time for questions and discussion (if the communication is live), or create a working FAQ so that there is a script for managers and others to follow that answers the question: "What does this mean for me and my team?" - Ben Levitan, Cedalion Partners