Answer to Question 1
Answer: If you use the word you too much in a bad-news message, the audience might feel blamed rather than respected. To prevent this, avoid using language that is accusatory or blaming. Since your audience will be more open to accepting the bad news if you treat them politely and respectfully, it is important to strive for this tone. The tone and style of the message should help the audience feel good about you, the situation, and themselves. Another way to achieve this may be to use the passive voice. In passive voice sentences, the subject does not perform the action of the verb. Using the passive voice avoids placing the blame on the audience.
Answer to Question 2
Answer: If you are responsible for the problem, delay, or bad news that you are communicating, it is likely a good idea to include an apology. A sincere apology acknowledging the implications of the bad news for your client may help you project a positive image, maintain goodwill, and hopefully preserve the relationship. By contrast, an insincere apology can alienate your audience. Some think an apology is dangerous because it could imply legal liability, but research shows that a well-timed, strategically worded apology can improve a company's image, facilitate forgiveness, and even decrease damages if the case goes to court. If you apologize for something that is not your fault you run the risk of giving your audience the impression that you are in fact responsible. On the other hand, dodging responsibility when it is appropriate can anger the customer and damage your business. There is no right or wrong answer. Each situation must be considered and evaluated to determine whether or not to include an apology.
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