Viral Staples Videos
Staples has an employee turned social media star with fun viral videos. The “Staples Baddie” Kaeden Rowland somehow makes office products look interesting.
In this video with 5.7 million views, she explains how to make a signature stamp.
Rowland says she’s autistic and wanted to show her work as a print specialist:
I was like, How can I make people really feel, not just see, the passion I have for these stationery office products?
Staples leadership supports her authentic videos, which we might expect given her following. User comments include, “You are single-handedly saving staples,” and “omg are you the staples baddie i saw someone do a presentation in their class about????” The Staples social account engages on some videos, as you see here.
An engaging class project can ask students to develop a video series relevant to a brand that could go viral. What might make the videos take off? How would they ensure that the series aligns with brand values? What are the risks and challenges?
McDonald’s Video Recovery
A McDonald’s video caused embarrassment and left the company vulnerable to competitors. But the company’s response follows advice about embracing negative reviews.
The video of McDonald’s CEO admiring and tasting the new Big Arch wasn’t a bad idea. Chris Kempczinski sounds authentic and has built almost 100,000 followers on Instagram. But viewers criticized the video, primarily because Kempczinski twice called the burger a “product” and took a small bite while asserting, “That’s a big bite for a Big Arch.”
Interestingly, we see that the video was edited. After the fated bite, Kempczinski has some food on his lower lip, which vanishes in the next shot. Did the editors not notice that the bite looks small and doesn’t match his speech? Or is the bite not really that small and is only exaggerated by the social media response?
Going viral slowly, the video got more attention when Burger King’s and Wendy’s leaders made videos of their own. This might be filed under “no press is bad press.” Although that no longer holds in all cases, a spokesperson said, “We’re glad the Big Arch has everyone’s attention, including competitors’. Early sales are beating expectations.” Students can analyze other companies’ video responses and comments on social media, including those here.
Smartly, McDonald’s stayed engaged in the conversation, posting this image and the comment, “can’t believe this got approved.” The strategy follows guidance about “reappropriating the insult” (embracing a negative comment and turning it into humor) and “stealing thunder” (revealing negative information about the brand before others do)—related ideas about controlling the narrative.
Students can discuss whether Kempczinski should have posted something himself. That would have been riskier.
World Central Kitchen Video on Ukraine for Fundraising
In a World Central Kitchen (WCK) video about Ukraine, on the fourth anniversary of Russia’s invasion, students will see illustrations of emotional appeal, compassion, and themes for fundraising.
Here are a few points about the video for our students:
Starts with lessons learned. This approach is consistent with research showing better responses to LinkedIn profiles that balance the writer’s journey with outcomes. Describing learnings demonstrates humility and conveys what the study authors call “warmth,” a word used later in the WCK video. To contribute to a nonprofit organization, funders may want to be part of the journey—part of the story.
Emphasizes “long-term humanitarian aid.” From those lessons, the staff say they were able to adapt from emergency response to a longer-term solutions. They stress their commitment and the ongoing work involved, which requires funding.
Representatives speak Ukrainian. Of course, the spoken language is a practical decision so local staff can tell their own story, but it also conveys being “on the ground,” or as they say in the video, on “the frontline” and with “boots on the ground.”
Includes data. 40 kitchens opened illustrates reach, and 4,000+ vegetables seems like a lot, although that one is tough to comprehend without imagery or comparisons, as we teach for data communication.
Repeats the theme. A theme—”side by side”—shows how WCK staff work alongside those in need to provide not just food but emotional support. Images throughout emphasize this point—few talking heads, rather, people working together.
Showcases José Andrés. About halfway into the video, we hear from the famed chef, restaurateur, and WCK founder José Andrés: “We believe this is the future of humanitarian relief. This is the future of food relief. In the process of helping some people, don’t throw money at the problem; try to invest in the solutions.”
Stresses cultivation. Then we see people growing seeds, a greenhouse project—solutions for long-term self-sufficiency in addition to the hot meals WCK provides.
Balances imagery. We see several short videos of destruction in Ukraine, particularly bombed buildings, but we don’t see other realities of war. The prevailing message is of hope, and the focus is on people and food.
All this to say, WCK needs a lot of funding to achieve its mission. The work of being “on the ground,” working alongside people, and providing hot meals is expensive.
Students might analyze how the website images and text support these messages.
The AI Memo That Caused the Market Downturn
Students can analyze Citrini’s memo about AI to determine why it’s causing fresh concerns about the economy. Why was the memo so influential on the market, and why did it go viral? What are the lessons for students’ own writing?
A Wall Street Journal article summarizes the “doomsday” predictions: “AI coders create software price wars,” “payment companies and other intermediaries get hit,” “agents drive down prices everywhere,” and “a doom cycle in white-collar labor.” Here are a few points students might consider from the memo:
Author credibility: The WSJ article refers to Citrini Research’s “cult following” with its focus on AI and weight-loss drugs. Appropriately, the writers start with a caveat, which improves credibility:
What follows is a scenario, not a prediction. This isn’t bear porn or AI doomer fan-fiction. The sole intent of this piece is modeling a scenario that’s been relatively underexplored.
Futuristic approach: Dated June 2028, the memo reads like science fiction and draws readers in. We’re offered what feels like a peek into another world, and students see lessons in genre and creativity in business writing.
“Memo”: Without a defined audience and with several report features, this is like no memo we taught in the early 2000s. Memo has evolved to mean a written piece with gravitas—something weighty and important.
Conversational tone: Maybe more accurately, the style feels insider, illustrated with the above quote and continuing throughout.
Simple writing style. Students can count the number of short sentences that give the piece punch, particularly at the beginning, for example, “Traders have grown numb,” “The euphoria was palpable,” and “The headline numbers were still great.” These also serve as topic sentences for short paragraphs.
Clear organization: As always, descriptive headings improves comprehension and skimmability—although those interested would likely read it all.
Data: The message includes quite a bit of data for a futuristic piece; that is, the numbers are compelling but invented.
Inflammatory language: Without seeing into the future, we don’t know whether the language is appropriate for what’s to come, but students can identify words and phrases that could be inflated—or at least are provocative and emotional (for example, catastrophic).
Fear: Related to the point above, the memo identifies what some AI skeptics have raised about AI’s growing coding and agentic capabilities and may speak to broader brewing fears.
Compelling graphics: Graphics like this one show a clear before-and-after process. This one illustrates a simplified payment process without those pesky intermediaries like banks. (See Jamie Dimon’s response about JPMorgan’s strong position.)
Storytelling: Interlacing quotes from fake news articles lends false credibility and brings life to the memo, as though news is unfolding as we read. In addition, the writers include personal stories, for example, “a friend of ours was a senior product manager at Salesforce…”
Hopeful: Despite the doomsday projections, the memo ends on a positive note: “The canary is still alive.” The writers give readers a vision of the future so we might be “proactive,” and “The economy can find a new equilibrium.” This could be false hope; we don’t know yet.
Walmart Tries to Engage About Olympian Wolfdog
Watching a wolfdog run with the Olympic skiers is great fun, and Walmart got into the action by commenting on Instagram, but the replies were not favorable.
The Walmart account manager tried to engage, which is what we teach students in marketing communications and as examples of positive messages. The comment—”I love an underdog story”—is funny enough, but the responses point to larger issues, particularly about wages.
Students might discuss the risk Walmart took and whether it was worth it. The situation has nothing to do with Walmart, which makes it both low stakes and potentially irrelevant. The company inserted itself into a cultural moment—a time for people to rally around.
But users might perceive all company comments, particularly those unrelated to the core business, as marketing opportunities. Also, the post starts with “I,” an attempt to personalize (anthropomorphize?) the brand. Sure, the poster is a human (we think), but the company name and logo overshadow the comment. The joke doesn’t feel authentic because it’s not. Students also might consider the challenge of creating “one, authentic brand voice” for a company of Walmart’s heft.
On another note, sadly, some commenters wondered whether the video was AI. It’s hard to know these days.
Tom Pritzker Resigns After Epstein Discovery
The list of executives resigning or losing positions after more Jeffrey Epstein files become public is growing. Students can read emails related to the latest: Tom Pritzer, Hyatt’s executive chairman.
Pritzer’s resignation letter to the board includes the following:
My job and responsibility is to provide good stewardship. That is important to me. Good stewardship includes ensuring a proper transition at Hyatt. Following discussions with my fellow Board members, I have decided, after serving as Executive Chairman since 2004, and with the company in a strong position, that now is the right time for me to retire from Hyatt.
Good stewardship also means protecting Hyatt, particularly in the context of my association with Jeffrey Epstein and Ghislaine Maxwell which I deeply regret.
I exercised terrible judgment in maintaining contact with them, and there is no excuse for failing to distance myself sooner.
I condemn the actions and the harm caused by Epstein and Maxwell, and I feel deep sorrow for the pain they inflicted on their victims.
The first line is performative and was omitted from most news reports. As an issue of integrity, good stewardship requires good behavior while serving in a role, not just when resigning.
Students might read the first and second lines as a push from the board rather than a true resignation. Either way, it explains what students often wonder about executive resignations for personal improprieties: they affect the company. At the same time, Pritzker’s were related to Hyatt business, with emails showing him facilitating travel and arranging an interview for “the girl from Romania.”
The second bullet illustrates classic crisis communication strategies of distancing and downplaying, as though “contact” were his only crime. We see a similar theme in all statements related to Epstein—little true accountability.
The third bullet reflects a false show of sympathy few would believe after reading emails like these, which were sent ten years after Epstein plead guilty for sex crimes in Florida and as accusations piled up throughout the next decade.
Students might discuss the best approach for these leaders. Another strategy is Lee Wexler’s. The billionaire and former CEO of Victoria's Secret said he “was duped by a world-class con man,” a tough claim to support.
Maybe this is one of those rare times when it’s better to say nothing at all.
The New York Times is tracking resignations and other fallout from the Epstein files.
Persuasion Principles for Stanford’s New Dating App
More than 5,200 of Stanford’s 7,500 undergrads signed up for Date Drop, a new dating app. Students might enjoy analyzing how the app operation and marketing illustrate Robert Cialdini’s Seven Principles of Persuasion.
Here are a few examples of each.
Reciprocity: People Repay in Kind
In effect, the app offers the gift of qualified matches to people who sign up and complete a detailed questionnaire.
Scarcity: People Want More of What They Can Have Less Of
”Dropping” matches on Tuesdays at 9pm generates excitement for that one time and encourages people to gather and share their matches then. Also, taking a page from Mark Zuckerberg’s original Facebook, the app was limited to Stanford students and is now offered to other schools, but only students within each school see matches, creating an exclusive service.
Authority: People Defer to Experts
The website encourages, “Take our psychology-backed compatibility quiz,” and boasts their success: “We've made 35,000 matches, and they turn into real dates 15× more often than Tinder's.” (Of course, part of that success likely is proximity.) In the FAQ, the founders explain how the matching algorithm works. (Founders of The Marriage Project, a 2017 Stanford startup that claims dozens of marriages accused Date Drop of co-opting some of their questions and marketing approaches.)
Consistency: People Align with Their Clear Commitments
After taking the time and trouble to answer 66 questions, students almost certainly opt in to see their matches.
Liking: People Like Those Who Like Them
This one isn’t as apparent as some others. Compliments and commonalities are wanting in the marketing, which we might expect in the main and about sections of the website. This could say more about the founder, a graduate student, than anything else.
Social Proof: People Follow the Lead of Similar Others
I’m not sure how the app got started—and students may be interested to find out—but it picked up speed quickly. At this point, with such a high percentage of students on the app, it’s hard to not be a part.
Students can easily identify other persuasion principles used and reasons students might be drawn to the app. For example, Date Drop is a great name, with it’s monosyllabic words, alliteration, and allusion to other “drops,” such as media launches. Like Facebook, it’s a fast success.
Starbucks Communicates New Rewards
Starbucks changed its rewards program, reinstating tiers lost in 2019 and adding yet a higher status. The program encourages customer engagement, a good topic for business communication students in addition to analyzing the company’s language and graphic choices.
As always, customers earn “Stars” for buying stuff—more stars for more expensive stuff. But the company is moving away from everyone earns equally back to levels: Green and Gold, as in the past, and the new one, Reserve.
The word reserve deserves attention. I’m on the finance committee of a nonprofit organization, and we pushed back on our financial advisor for using “reserve” to describe our short-term investment fund. To some of us, the word would more appropriately describe our long-term fund: something stored away, not used unless necessary.
The Starbucks level follows this thinking. Reserve implies high social status, which is appropriate for Starbucks’ increased divisions. Wildlife and nature reserves are protected, exclusive areas. Only Reserve members receive a personalized card to flaunt while waiting for a latte. Of course, what isn’t stated is that those in the lowly Green and Gold categories receive rewards at lower rates, therefore devaluing rewards for most customers.
The three tiers are clearly explained in this graphic. Black indicating the highest level aligns with marketing we see in other industries, for example, “Black Label” Johnnie Walker and the American Express Centurion “Black Card.”
The global chief brand officer explained the focus on engagement:
We’re redefining the industry with customer-focused benefits that set a new standard and ignite fandom. Starbucks Rewards has always been about creating connection, and we’re evolving the program based on what our members told us matters most, offering faster, more meaningful benefits that make them feel appreciated. This evolution is a key milestone in our Back to Starbucks strategy and will reinvigorate what it means to be a Starbucks Rewards member.
Critics say, as the company encourages use of the app, customer data is collected with every click.
Trump “Didn’t Make a Mistake”
I can’t let this go without comment. President Trump refuses to apologize or even acknowledge an egregiously racist post on his Truth Social account.
Tim Scott, the only Black Republican in the U.S. Senate, put it well: “it’s the most racist thing I’ve seen out of this White House.” The video of ape bodies with the faces of President Obama and Michelle Obama to the song, “The Lion Sleeps Tonight,” is despicable and outrageous.
At first, the White House tried to downplay the post, a classic crisis communication strategy. Press Secretary Karoline Leavitt said, “Please stop the fake outrage and report on something today that actually matters to the American public,” as though Americans don’t care about racism. Trump said, “I guess during the end of it, there was some kind of picture people don't like. I wouldn't like it either, but I didn't see it. I just, I looked at the first part, and it was really about voter fraud."
But downplaying doesn’t work when the outrage is real and justified. Trump, or someone on his staff, did take the video down. But he did not do what we expect of leaders with strong character: take responsibility and apologize. Instead, he said, “I didn’t make a mistake,” because he will never admit it.
Christian Ads Change Course
Students can analyze how the Christian group He Gets Us has changed its ad campaigns. Super Bowl ads since 2023 reflect the social-political climate of the time, and this new one addresses criticism of previous years’ ads. The group describes its purpose as, “a campaign that invites all people to consider Jesus and why he matters.”
Critics called the ads hollow and question the expense, which they say is counter to Jesus’s teachings. Liberals call out hypocrisy of including LGBT+ people while funding anti-LGBT+ programs. Conservatives call recent ads “woke.”
In response, we see a move from interpersonal strife to personal struggles. Today, the website is organized around a “Journey” we select to dig deeper: I want more, I have questions, I can’t do it all, and I want to be me. With all starting with “I,” the focus is clearly on ourselves.
In addition to the website, the 2026 Super Bowl ad, “Is There More to Life Than More?,” seems squarely aligned with Jesus’s teachings about material restraint and fulfilment. It’s the first of the series that includes dialog throughout—appropriate for the focus on overconsumption. The video is noisy and chaotic until the end when we see a young woman hiking and the text, “There’s more to life than more,” and “What if Jesus shows us how to find it?”
The ad’s creative officer explained the current campaign: “‘Hey, he gets you where you’re at specifically, and what you’re going through in your life.” A summary of previous ads is below.
2023: “Love Your Enemies.” A black-and-white series of stills shows people in conflict to the soundtrack, “Human,” by Rag'n'Bone Man. The only text is at the end, “Jesus loved the people we hate,” and then the tagline, “He gets us. All of us.”
2024: “Foot Washing.” Again a series of stills, this time in color, shows people we don’t expect to see together, no less washing each other’s feet. The soundtrack is INXS’s “Never Tear Us Apart,” and the end text is “Jesus didn’t teach hate,” and “He washed feet.”
2025: “What Is Greatness?” These stills show people in despair, comforting each other, and celebrating. To Johnny Cash’s “Personal Jesus,” the ad ends with the text, “Jesus showed us what greatness really is.” This one challenges us to consider what greatness means—less about individual achievement and more about humility and service.
Hilton’s Crisis Communications
Hilton Hotels is facing reputational damage related to U.S. Immigration and Customs Enforcement (ICE) actions in Minneapolis.
The controversy started when the Hampton Inn in Lakeville, MN, refused Department of Homeland Security reservations, telling agents, "We are not allowing any ICE or immigrant agents to stay at our property.” Students might identify this action as an example of character, particularly courage—taking action despite risks. But Hilton, the parent company, did not appreciate the move, posting this statement on X.
Students may analyze this message as classic crisis communication strategies, particularly distancing the parent company from the actor. They also might point to the jargon about “meeting our standards and values,” and maybe, “a welcoming place for all.” Everpeak Hospitality, the Hampton management company, supported Hilton’s view with a statement of its own: “We do not discriminate against any individuals or agencies and apologize to those impacted.” That’s the policy issue both companies rely on, an example of criteria reasoning: we have a standard in place.
Hilton did follow through on the threat and removed the hotel from its portfolio. We see the former URL, but the empty page is clear.
Despite Hilton’s attempts to distance the brand, the company is implicated along with other Hampton hotels. Some criticize Hilton for not engaging in the “courageous conversations” promised after the killing of George Floyd. Students might read about that initiative and discuss whether current actions are inconsistent (another issue of integrity).
This week, after seeing ICE agents at the NYC Hilton Garden Inn, protestors crowded the lobby, resulting in dozens of arrests.
Although Hilton is most actively in the news, an organizing effort might affect other brands. “No sleep for ICE” may extend protests to other hotels, which the American Hotel & Lodging Association anticipates with this statement:
The hotel industry is closely monitoring the situation in Minneapolis and remains hopeful that tensions will de-escalate. As places of public accommodation, hotels play unique role in their communities and are focused on the safety and well-being of their employees, guests, and the broader public. Hoteliers are committed to navigating this sensitive and evolving situation with care, professionalism, and respect for the communities in which they operate.
The association tries to balance conflicting values and priorities. Yes, hotels are public spaces, yet they care about the “safety and well-being” of the “broader public.” This moment seems to demand both and yet both may be difficult to achieve. Students might discuss how a hotel owner—of an independent brand and one part of a group—can navigate these times. It isn’t easy.
Ye’s Apology
Once again, let’s talk with students about a sincere apology. Ye’s doesn’t cut it.
Students might remember that rapper Ye (Kanye West) sold clothing with swastikas, released the song "Heil Hitler,” and went on a few antisemitic rants, causing Adidas and Gap to cancel their partnerships. Students also might remember his apology back in 2023 before he released a new album (after which he wrote on X, about “my new sound called antisemitic”).
This week, he took out a full-page Wall Street Journal ad to apologize—again, before releasing a new album. Criteria for sincere apologies are explained in chapter 7 of Business Communication and Character. In addition to the promotional timing, students might point out how long his antisemitic actions lasted, despite his crisis communication attempts to contain them.
Ye blames a brain injury and mania for his actions. But of course, not all people who have bipolar disorder write Nazi songs and sell Nazi t-shirts. This is an example of his not taking responsibility—not apologizing at all—and possibly causing harm by stigmatizing others.
By far, the most questionable line is, “I love Jewish people.” He doesn’t say it, but we know what follows: “Some of my best friends are Jewish.”
A spokesperson for the Anti-Defamation League put it well:
[The apology] doesn’t automatically undo his long history of antisemitism and all of the feelings of hurt and betrayal it caused. The truest apology would be for him to not engage in antisemitic behavior in the future.
Yes, changed behavior is one criterion of a sincere apology. We’ll see.
New Dietary Guidelines Website
The new U.S. dietary guidelines are represented visually on a website, realfood.gov. Students can analyze the content and graphics for the primary audience of Americans.
Here are a few points students might identify:
Clear, simple language appropriate for the audience. “Real Food” is a consistent message, and the summary works well upfront:
Better health begins on your plate—not in your medicine cabinet.
The new Dietary Guidelines for Americans defines real food as whole, nutrient-dense, and naturally occurring, placing them back at the center of our diets.
Colorful, but navigation doesn’t work well. Lots of graphics engage the user, but some of the graphics don’t work quite right, at least on my screen. Numbers in red boxes increases with each click without new corresponding text. The static text, “America is sick. The data is clear,” shows for several increasing percentages, so the data isn’t clear. When I tried the mouse instead of keystrokes, I got a blank red screen.
Consistent messages. Language reinforces the connection between diet and health throughout:
90% of U.S. healthcare spending goes to treating chronic disease—much of which is linked to diet and lifestyle.
Debatable evidence. WIthout sources, the user can’t research claims further. Above is a good example we might want to explore, particularly what “much” means in this context. Also, the “links” are quite complex and vary by person.
Misleading history. The site includes a food pyramid from 1992, shown here, which has been updated. Also, the associated text doesn’t match the situation then or now:
For decades we've been misled by guidance that prioritized highly processed food, and are now facing rates of unprecedented chronic disease.
Nowhere do the 1992 guidelines or any since, including the simplest and most recent, MyPlate, recommend processed foods.
Simplistic FAQs. Expanded boxes at the bottom of the site include silly questions and answers, for example:
What about hydration?
Hydration matters. Choose water or unsweetened beverages to accompany meals and snacks.
Few disagree with the push for real food and fewer preservatives. But critics question the emphasis on animal protein—the environmental impacts and the dangers of over-consuming saturated fat and sodium. In addition, the “inverted pyramid,” with its clipart food images, doesn’t offer guidance for limiting quantity or balancing of food choices, which MyPlate tried to address. Finally, the high cost of food makes the recommendations for some families difficult or impossible to follow.
Australian Government’s Comms Banning Social Networks for Kids
Students can analyze the Australian government’s communications to ban social network accounts for kids under 16 years of age. In many ways, this is a classic change communication case study with strategic communication planning and individual messages.
The initiative is bold, and the tone is unapologetic. Clearly, the government has support from officials, parents, and educators to enact this dramatic change. Messaging to young people is trickier, obviously, because they are affected and less inclined to agree. But young people are not the primary audience, as they don’t get a vote in the process.
An enormous number and variety of messages chronicled on the eSafety Commissioner’s webpage comprise the communication campaign called, “For the good of their wellbeing.”
To study the communication strategy and plan, students might work backwards to identify elements of communication planning:
Audiences (segmented for tailored messages)
Communication objectives for each audience
Medium/Channel choice for each
Key points for each
Messenger for each
Timing for each
This communication planning template can be used for this activity or others. (See sample completed template.)
The campaign includes messages to segmented audiences:
A “hub” of resources shown here
Videos for “parents and carers”
Radio/digital audio campaign materials for parents and carers, under 16s, and First Nations (worth discussing why this group is segmented)
Print materials
Community resources (e.g., emails, posters)
Digital toolkit
Research findings report
Additional resources for First Nations (e.g., parenting guide, workbook)
Some resources are translated into ten languages.
As the ban goes into effect, students may revisit the messaging to determine how other countries could communicate their own bans and adapt messaging for cultural differences.
Calibri Oust Offers a Lesson in Typeface and Analyzing Claims
The U.S. State Department demanded that agencies revert back to Times New Roman (14-point font!) instead of Calibri, offering an opportunity for students to learn about typeface and analyze claims for the change. In a cable, Secretary of State Marco Rubio cites the importance of “a unified, professional voice in all communications,” the “tradition, formality, and ceremony” of serif fonts, and “yet another wasteful DEIA program,” that is, the switch to a sans serif font to increase accessibility. Without the flourishes (little legs) of serif fonts, sans serif fonts may be more easily read by people with low vision, dyslexia, and other disabilities. (Here’s a deep dive into questions of legibility, readability, and accessibility.)
Students can analyze Rubio’s argument. One claim is that changing from Calibri back to Times New Roman “did not lead to a meaningful reduction in the department's accessibility-based document remediation cases.” They might question whether remediation—changes to documents—is that best way to measure success. Most often read on screens, what does the research say about serif and sans serif fonts? In addition, he doesn’t include the cost of what news reporters called an “about face”; after all, reprinting existing documents is remediation.
Rubio also argues for consistency with letterhead, but that could be modernized. Finally, what’s the value of what he refers to as “decorum” and “professionalism,” terms that have connotations of their own?
Poor Calibri. First replaced, after a 17-year run as Microsoft’s default font by taller, curvier Aptos, and now this.
Chatbots for Persuasive Arguments
New research shows how GenAI sways political opinions. Students can discuss the strategies AI tools use and opportunities for their own persuasive arguments, while considering ethical issues and potential misinformation.
Research published in Science concludes,
When AI systems are optimized for persuasion, they may increasingly deploy misleading or false information. This research provides an empirical foundation for policy-makers and technologists to anticipate and address the challenges of AI-driven persuasion, and it highlights the need for safeguards that balance AI’s legitimate uses in political discourse with protections against manipulation and misinformation.
In an article in Nature, the authors write,
Examining the persuasion strategies used by the models indicates that they persuade with relevant facts and evidence, rather than using sophisticated psychological persuasion techniques. Not all facts and evidence presented, however, were accurate; across all three countries, the AI models advocating for candidates on the political right made more inaccurate claims.
Students might discuss how they can use a chatbot for their business arguments. For example, in what circumstances, might encouraging people to search for their own answers through an AI tool be more effective or more practical than presenting an argument? These studies recognize the value of unleashing a massive amount of evidence that students might not have at their fingertips. In addition, inviting people to converse with a chatbot allows them to ask unfiltered questions, avoiding fear of judgment.
An interesting class activity could involve a short student presentation with individual chatbot time following, either to replace or precede a Q&A session. Then, potential misinformation can be explored as a class.
Netflix Announces Warner Bros. Acquisition
The potential acquisition called an “unprecedented threat to the global exhibition business” is getting surprisingly little communication from Netflix, the acquirer. This situation illustrates positive news that is also persuasive, trying to convince readers that the business decision is a sound one.
In an email to subscribers, “Welcoming Warner Bros. to Netflix,” the company says little. The emphasis is on nothing changing at the moment, but the merging of media and genre is jarring: Casablanca, Game of Thrones, and KPop Demon Hunters in one breath and “TV shows, movies, games, and live programming” in another.
Company leaders express more excitement in the news release. At the top, all criticism seems to be addressed with the promises of increased customer value and, sounding vague but confident, greater opportunities for creatives and a stronger entertainment industry.
Transaction Unites Warner Bros.’ Iconic Franchises and Storied Libraries with Netflix’s Leading Entertainment Service, Creating an Extraordinary Offering for Consumers
Netflix to Maintain Warner Bros.’ Current Operations
Combination Will Offer More Choice and Greater Value for Consumers, Create More Opportunities for the Creative Community and Generate Shareholder Value
Acquisition Will Strengthen the Entertainment Industry
Students might analyze these claims against criticism of the potential acquisition. Critics argue potentially higher prices for consumers, fewer jobs because of consolidation, the death of movie theaters—and an antitrust violation.
A search of my inbox revealed this 2011 email from Reed Hastings about spinning off the mailed DVD business. What a quaint, simple time that was, when the CEO signed his own emails, acknowledged members who felt “we lacked respect and humility,” and apologized for a small, but deeply felt change.
Analyzing an Opinion About Climate Disclosure
Students can analyze and debate an argument that Zillow should include climate risks on real estate listings. The situation raises questions about integrity—transparency in communication and consistency.
In an opinion letter, a nonprofit climate marketing executive argues that, despite pressure, Zillow should reinstate information about flood, wildfire, air-quality, and other home risks (shown here). Critics (mostly realtors and home sellers) argue that disclosures affect home prices.
This situation is ripe for student analysis and research. They might pursue questions such as the following:
Do home buyers want to know climate risks of homes for sale? What do they say are the reasons and how the information might affect home buying decisions?
Related to the first question: What is the reality? How does knowledge of climate risk affect home prices and home purchases? For example, how does location factor in, for example, whether people are looking locally or nationally?
Should home sellers be required to disclose climate risks? What are the ethical arguments of disclosure from the sellers’ perspective? How does this argument balance the consumer’s right to know?
Research mandated disclosures by U.S. state.
Zillow’s information, from the risk-modeling company First Street, has been questioned. How can we measure the quality of the data?
What are the strongest and weakest arguments in the opinion piece?
How does the opinion writer use logical arguments, emotional appeal, and credibility to persuade the reader?
To what extent does displaying or removing climate risk information align with or contradict Zillow’s mission? How is this a potential issue of integrity?
These assignments involve ethics, integrity, data, and persuasive communication. Students also might be interested in this topic for their own future—whether they buy or rent in an area vulnerable to climate events.
Faculty Respond to Students’ AI-Generated Apology
Students at the University of Illinois Urbana-Champaign sent a similar AI-generated apology to their faculty. Let’s look at the communications about the situation, including the faculty members’ response.
Accused of cheating and falsifying their class attendance in their introductory data science class, dozens of students (faculty say about 80% of more than 100) wrote something similar, including “sincerely apologize.” The faculty showed a slide in class with the repeated phrase, and then the story spread. In a video on Instagram, the faculty describe the situation. It’s lighthearted, and students weren’t disciplined. A New York Times article explains a lack of AI policy—and, based on the faculty response, they seem unlikely to punish students, anyway.
I wish I found this story funnier, but I think it’s sad.
In the upcoming 12th edition of Business Communication and Character, I offer advice for working with AI in ways that reflect well on students’ character. I suggest, “Write important and sensitive messages in your own voice.” Later in the book, I offer suggestions for making a sincere apology. I know many business communication faculty teach these principles, which students either aren’t exposed to or may not put into practice.
An apology is not difficult to write if it is truly sincere. These examples aren’t. Why would students—just caught in a lie—suddenly be sorry? An apology requires self-reflection, which in turn, requires time.
Maybe what bothers me most is how little thought students seem to put into both the apology and the class. At the end of the NYT article, a recent graduate who found the first-year class useful is quoted:
You’re not even coming to the class, and then you can’t even send a sincere email to the professor saying, ‘I apologize’? Out of any class at the university, why skip that one?
I think the answer is, because they can. Business communication faculty I know have clearer expectations for their courses and for their students, including how they use AI. I also hope we expect an honest, personal apology. It’s not too late for these students to reflect on their behavior.
Layoffs and Private Jets: Integrity Issue?
A Wall Street Journal article describes a lack of consistency, which students might identify as an integrity issue: employees are laid off while companies increase use of private jets for executives. Students may analyze the reasons provided and draw their own conclusions.
Although other executive perks have declined, private flights have increased 76.7% since 2020. The WSJ article cites safety as the most common justification, with the murder of UnitedHealth CEO Brian Thompson as an example.
The National Business Aviation Association (NBAA) helps companies with proactive messaging. A long webpage is titled, “Toot Your Own Horn: Bizav [business aviation] Operators Tell Their Own Stories,” with the subtitle, “The value of building a proactive internal campaign to support your flight operation.” Although we’re seeing more external criticism, the article focuses on internal communication:
Business aviation is often misrepresented in the mainstream media, cast as a villain for the sake of a soundbite. Are you prepared to share the value your flight department brings to the company and the community, whether to principals or shareholders?
Long-time business aviation professionals shared with Business Aviation Insider their business aviation “whys” and also offered suggestions on how to build a proactive internal campaign to support a flight operation.
The arguments are fascinating. Students can analyze the claims, including data comparisons, for example, these:
[Business aviation] actually contributes less than one-half of 1% of man-made global emissions.
The reality is only about 3% of the approximately 15,000 business aircraft registered in the U.S. are flown by Fortune 500 companies.
Although the percentages are small, the figures may not be convincing. Another claim, an environmental “goal,” doesn’t have much meaning:
In your environmental discussions, reinforce that business aviation has adopted the goal of net-zero carbon emissions by 2050.
Students can analyze other arguments about efficiency and do their own research to update the 2003 business aviation page. For example, the safety issue—the primary rationale given by executives interviewed in the WSJ article—isn’t included in this 2023 article. On the other hand, the WSJ article provides context of the recent economic environment—the contrast between cutting costs by layoffs and, presumably, increasing costs by adding private air travel.
Addressing the issue today, organizations might take a more balanced approach. They might explain the efficiencies and safety issues for executives, yet acknowledge that the “optics” aren’t good. In other words, private flights may appear to be an ethical failure, but the decision may be consistent with corporate goals for increasing efficiency and ensuring safety. Executives might convey the message themselves to demonstrate accountability for the decision. That would be a different approach than what the NBAA recommends.