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When leaders must deliver bad news - whether they're announcing layoffs, across-the-board salary cuts, or unpopular changes to corporate policy or strategy - employees' first response usually isn't calm and rational; it's emotional. Those most affected by the bad news want more from their leaders than the cold hard facts. They want their leaders to communicate that they care about the employees who are affected by their decisions. That's why leaders should think carefully about the emotional response of the audience when crafting their communication strategy.
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