The data-breach apology letter is quickly becoming a routine negative message in the 21st century. In a small group, compose an apology letter to customers whose personal information has been compromised in a data breach. Use strategies from this chapter on crafting negative messages. Before you write, discuss the following:

■ Which pattern of organization should the apology letter use?

■ What information does your audience need to know?

■ How can you minimize the negative elements?

■ How can you rebuild goodwill?

After your group has composed the letter, use the checklist in Figure 10.7 to evaluate your letter.

Figure 10.7

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Figure 10.7 Checklist for Negative Messages Is the subject line appropriate, for example, focusing on the solving the problem? Are the organization and content appropriate for the audience? If a buffer is used, does it avoid suggesting either a positive or a negative response? Is the reason, if it is given, presented before the refusal? Is the reason watertight, with no loopholes? Is the negative information clear and complete? Does the message include details that show it's intended for a specific organization and the specific people in that organization? Is an alternative given if a good one is available? Does the message provide all the information needed to act on the alternative but leave the choice up to the audience? Does the last paragraph avoid repeating the negative information? Is tone acceptable-not defensive, but not cold, preachy, or arrogant either?