The Gentle Art of Delivering Bad News

The Gentle Art of Delivering Bad News
Dr. Robert Buckman, oncologist and
professor at Toronto University, has been
delivering bad news professionally for
decades. “Do It badly and people will never
forgive you, do it well and people will never
forget you,” he affirms. Buckman developed a
protocol called ‘SPIKES’ with companies
IBM, Pepsi, and PricewaterhouseCoopers for
learning to deliver bad news efficiently. It
consists of 6 steps that enable the person to
fulfill the most important objectives when
disclosing bad news. As an oncologist,
Buckman has a background dealing with bad
news and death every day.
These suggestions can help whenever we
need to deliver bad news.
(S) Setting - Make the announcement
personally. Sit about 4 feet, or 1.2m away at
eye level and show interest by leaning
forward. If its necessary to communicate
through telephone or video acknowledge that
the media is not appropriate. Please never
deliver bad news through a letter or email.
Arrange for privacy and include significant
others. Stay focused and avoid distractions.
Try to sit down and relax to help create an
empathic connection.
(P) Perception - Learn what the other
person knows or suspects, if you are going
to dismiss someone you can ask, “How do
you believe things are going?”
(I) Invitation - Prepare them for what’s
coming. Tell them you want to speak about
a specific situation, that you are going to
impart something big.
(K) Knowledge - Your message should be
direct and in chronological order. For
example, before delivering bad news recap
everything that happened so far. You should
have reference numbers, emergency numbers,
and directions in case another person needs
information.
( E) Empathy - This means understanding
the person’s emotions. Be attentive and
show solidarity, don’t say, ‘I know you’re
sorry,’ or sad, or confused, because you
don’t know for sure how the other person is
feeling. Try phrases like, “This is a blow for
you, we are truly sorry.” Try to show
interest, patience, comprehension, and
confidence. Don’t look like you’re in a hurry,
take your time.
(S) Summary - Do not end the conversation
without properly addressing their emotions.
Suggest what to expect, and how you can
help them or do something for him/her.
Repeat the message several times to be sure
its understood. They might be shocked, and
may misinterpret some information. Outline
steps to be taken.
Things you never want to say when
delivering bad news:
Don’t give false hopes
Don’t minimize or underestimate the
situation
Don’t blame anyone for what happened
Don’t lose your calm
Don’t use phrases or shocking words
Do not describe scenes of cruelty or that
involve blood
Delivering bad news to children :
Children are not foolish, they can understand
many situations, according to age. Don’t try
to fool them
The best thing you can do is look to a close
family friend or relative, if not available try a
professional
If you don’t know how to explain something
admit it, tell them you can’t explain it, but
you can help find the answers.
Don’t lie, look to symbolic or metaphoric
examples. If it’s about someone’s decease
don’t tell them the person will be back or is
an angel.
Don’t leave children alone during a crisis,
make them a priority.
Sources:
GARY M., S. (2014, February 24). Fine-
Tuning Good Ways To Deliver Bad
News. Investors Business Daily. p. A18.
Deliver bad news in the best way.
(2011). Communication Briefings,30(10), 6.
There’s an art to delivering bad news.
(2012). College Athletics & the Law, 9(5),
12.