In Shakespeare's Anthony And Cleopatra, said famous woman says "Give to a gracious message an host of tongues, but let ill tidings tell themselves when they be felt." I.e., when you have good news you can go round the houses, but if you have bad news - like sending an all-hands email to the staff at EA to let them know that, less than a year after the last round of layoffs, a further 5% of them are getting booted - then you should just come out and say it as quickly and simply as possible.