Sears CEO Explains Store Closings

Our local Ithaca, NY, Sears store closed last month-one of more than 200 in 2014. Sears Holdings Co. CEO Eddie Lampert explained the decision in a post on the company's website. Part of his message is about keeping underperforming stores open as long as possible:

"I am proud of the work associates contribute to serve our members in all of our stores and believe that the decision to keep some of our worst performing stores open in the past, despite their low or negative levels of profit, was the right one because we kept people employed and served our members. We have experimented with different formats, different levels of investment and different processes to bring about a better result. Given changing circumstances, both in the retail industry and in our company, we can no longer afford, nor justify keeping these stores open."

In a second blog post a day earlier, Lampert writes, "Is something a 'failure' if other successes come from it?" He responds to a Crain's Chicago Business article that criticized Sears for being too merchandise-driven when it needs to evolve as a market-driven company. 

"Success takes both hard work and a willingness to keep what works and adjust what doesn't based upon what our members want. This is what we and our competitors needed to do back in 1988. It's what so many people across our company are doing today, and it's how we are going to bring Sears and Kmart forward into tomorrow."

If nothing else, Lambert's determination shows in the number of his blog posts. Between 2005 and 2013, he wrote no more than three posts per year. In 2014, he's blogging between two and nine times a month.  

Image source. 

Discussion Starters: 

• How does Lambert use principles of persuasion discussed in Chapter 7 in his "Moving Forward" post about the store closings? 
• Compare Lambert's early posts on the blog (2005 and 2006) with his most recent. What differences do you notice, and how can you account for them? 

McDonald's Latest Food Video

The latest McDonald's video describing how its food is made features Chicken McNuggets. Part of the series, "Our Food, Your Questions," the video shows the ingredients and process of making this popular McDonald's item.  

McDonald's sales continue to falter. Although better than some analysts' projections last month, the company has been losing revenue. This campaign is an attempt at transparency-to address customers' long-standing questions openly and directly. So far, the results are questionable.

Discussion Starters: 

• What's your view of the latest video? What is effective and what is ineffective in conveying McDonald's message? 
• How, if at all, does the video change your view of Chicken McNuggets? 
• What else could the company do to improve the image of its food?

Walgreens Pulls Swastika Wrapping Paper

Would you like swastikas with your Hanukkah wrapping paper? Traditionally, blue-colored wrapping paper would be used for Hanukkah gifts, but paper at Walgreens, part of a Hannukah display, includes a pattern that few Jews would appreciate. 

A Walgreens representative said, "We are in the process of removing the product from our stores," but the company made no other comment about the design. A Hallmark statement acknowledged that the paper "has an unintentional offensive background image" and a representative said, "We sincerely apologize for this oversight and for (the) unintended offense."

Discussion Starters: 

• How does a mistake like this happen? 
• Hallmark says the image is "unintentional" and the offense is "unintended." Do you buy it? 
• What else, if anything, should Walgreens and Hallmark do? 

Rolling Stone Is Sorry for Its Apology

After its article about rape at the University of Virginia, Rolling Stone has made a couple of apologies. The article described a gang rape at a fraternity and other issues of sexual assault on campus. Since it was published, the Washington Post found some discrepancies in the story.

In a statement, the fraternity disputed some of the allegations and connections. They denied having a social event during the weekend in question, found no member of the fraternity working where the victim claims to have met him, and affirmed its commitment to the university's code regarding pledge initiation: 

"Third, our Chapter's pledging and initiation periods, as required by the University and Inter-Fraternity Council, take place solely in the spring semester and not in the fall semester. We document the initiation of new members at the end of each spring. Moreover, no ritualized sexual assault is part of our pledging or initiation process. This notion is vile, and we vehemently refute this claim."

Rolling Stone Managing Editor Will Dana responded, at first, rather strongly.

"In the face of new information, there now appear to be discrepancies in Jackie's account, and we have come to the conclusion that our trust in her was misplaced. We were trying to be sensitive to the unfair shame and humiliation many women feel after a sexual assault and now regret the decision to not contact the alleged perpetrators to get their account. We are taking this seriously and apologize to anyone who was affected by the story."

Subsequently, the magazine issued a statement describing its reporting process in more detail and expressing regret for granting the victim's request to not speak with the alleged assailants. The tone is softer and accepts more of the responsibility rather than blaming Jackie's trustworthiness: "These mistakes are on Rolling Stone, not on Jackie."

Letters and articles in UVA's Cavalier Daily give us a window into discussions on campus about the story.

Discussion Starters:

• After reading the Rolling Stone and Washington Post articles, what's your view of the story? How
• Read a few letters and articles in Cavalier Daily. How do these shape your thinking about the Rolling Stone story?

Gap's Failed "Dress Normal" Campaign

Business Insider blames Gap's declining sales on its failed "Dress Normal" campaign. Created by agency Wieden+Kennedy, the ads feature celebrities and push the notion of normal as an individual belief.

According to Gap's press release, "the campaign is rooted in the same core values the brand has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves."

Criticism started when the campaign was announced and continues today, as Gap sales dropped 4%, in November compared to a 2% increase this time last year. Writers and analysts called the campaign "blah" and "too normal."

Maybe the campaign failed because people couldn't stand the bad grammar.

Discussion Starters:

• What's your view of the campaign? Read the press release and look at a few of the photos.
• Am I being too picky about the grammar? 

Staffer Resigns After Comments About Obama Girls

A Republican staffer made negative comments about President Obama's teenage girls, apologized, and resigned. Elizabeth Lauten, communications director for a Tennessee representative, posted on her Facebook page during the annual White House turkey-pardoning event:

"Dear Sasha and Malia, I get you're both in those awful teen years, but you're a part of the First Family, try showing a little class. At least respect the part you play. Then again your mother and father don't respect their positions very much, or the nation for that matter, so I'm guessing you're coming up a little short in the ‘good role model' department. Nevertheless, stretch yourself. Rise to the occasion. Act like being in the White House matters to you. Dress like you deserve respect, not a spot at a bar. And certainly don't make faces during televised public events."

Video of the event shows the girls at the president's side during his speech and the traditional turkey-pardoning.

A Forbes writer criticized Lauten, noting that the event is silly, and the girls acted as expected: as awkward teenagers embarrassed by their father's "dad-jokes." Elisa Doucette also questioned Lauten's apology.

 According to Doucette, this would have been a better apology:

I wanted to take a moment and apologize to Sasha and Malia Obama for a post I made on Facebook earlier today judging them at the annual White House turkey pardoning ceremony:

When I first posted on Facebook I reacted to an article and I quickly judged the two young ladies in a way that I would never have wanted to be judged myself as a teenager. After many hours of prayer, talking to my parents, and re-reading my words online I can see more clearly just how hurtful my words were. Please know, those judgmental feelings truly have no place in my heart. Furthermore, I'd like to apologize to all of those who I have hurt and offended with my words, and I pledge to learn and grow (and I assure you I have) from this experience.

Discussion Starters:

• After watching the video, what's your view of the girls' behavior? Are Lauten's comments justified?
• Compare Doucette's revised apology to Lauten's. What differences do you notice? What principles of business communication does Doucette suggest?

Takata CEO "doesn't view this as a crisis..."

According to business associates of Takata CEO Shigehisa Takada, he is calm and doesn't consider the airbag situation a crisis. Although at least five people were killed, eight were seriously injured, and millions of cars were recalled as a result of Takata's faulty airbags, the third-generation CEO doesn't seem overly concerned. 

The company is being sued, and executives answered tough questions at a Senate Hearing recently. All signs point to a crisis. But, according to a Business Insider article, three people who spoke with Takada thought he denied the gravity of the situation. As one said, "He acts like this recall is going to blow by in due time and harbors little sense of crisis." Another said, "He's a nice man, very sincere and seemingly capable, but he doesn't view this as a crisis spiraling out of control." 

In part, the article blames pressure from the large automakers, pressure from lawyers, and pressure from a former, powerful Takata executive, Takada's mother: "Imagine being her son and trying to exercise leadership with her buzzing around you. He's paralyzed to make decisions on his own."

Image source. 

Discussion Starters: 

• Does Takada need to act differently? Should he be more visible? 
• Describe possible pressure from clients, such as Toyota and Honda. What are their concerns in this mess? 
• What about attorneys? What are their concerns for the company? 

Old Navy's Plus-Sized Clothing Policy

Responding to criticism, Old Navy has changed its policy for returning plus-sized clothing but not its pricing. Renee Posey posted a complaint and started a Change.org petition because the company is upcharging for larger women's clothes but not men's.

Gap, Old Navy's parent company, issued this statement:

To Renee Posey and our valued Old Navy customers: 

Recently, important questions were raised about Old Navy's women's plus size line, which has given us an opportunity to hear invaluable feedback from our customers. What we've heard from you has inspired us. We'd like to keep the conversation going. 

There's a lot of room for improvement in the way plus-size clothes are designed and marketed throughout the industry-at-large. At Old Navy, a significant amount of work is invested in making sure plus-size women feel beautiful and on-trend at a price they can afford when they wear our label. Not many apparel brands can say that they've had a dedicated plus size line for as long as we have (since 1994). But, we always want to learn and see how we can improve. 

Today, it starts with doing more. We will do a better job communicating the value we provide to plus-size customers and begin forging a stronger relationship with customers. As a result of customer feedback, we are updating our policy to allow in-store returns of women's plus size clothes, starting December 5. We also hear loud and clear that Old Navy needs to be better about engaging with our plus size customers. 

To that end, Old Navy will be forming a new customer panel to gather insights that will further enhance our plus size collections. This group, which will kick off in January, will focus on discussion, fashion brainstorming and product feedback directly to the Old Navy design and marketing teams. Meeting four times a year, they will test drive new Old Navy women's plus designs and serve as a sounding board for the Plus Design team. We are excited about the ways in which their input will enhance the Old Navy customer experience. 

Some of our customers have pointed out that our women's plus line is priced differently than our men's extended sizes line and they're right – it is. 

It's priced differently because it is different. We invest more in our product, and we're proud of what we deliver. 

Looking back, we have not done enough to celebrate what is unique and special about Old Navy's plus line. Thanks to the work of a dedicated plus design team – a rarity among our competitors -- we create patterns specifically for our women's plus size line to ensure the best fit and experience. 

The reality is that while our men's line is meant to provide affordable, fashion-forward options for various shapes, sizes and heights, men have different needs when it comes to fashion. Our men's line embraces the same values of fun, fashion and family, but our extended-size menswear is the exact same design and therefore the exact same price. 

We plan to continue to offer women's plus fashion essentials at accessible prices. 

Clothes are meant to be empowering, flattering and a way to express your personal style. Old Navy is proud of the clothes that we create for fashion-forward women of all sizes. 

Sincerely, 
Edie Kissko, Old Navy spokesperson

Although Old Navy didn't commit to changing its pricing, Posey posted a comment on Change.org calling the result a "success." At the same time, she acknowledged, "These are important first steps that will lead to the further changes we would like to see..." Following is the first paragraph, and the entire post is here. 

Hi Everyone!

When I started this petition a couple of weeks ago, I had no idea what it would lead to. I thought a few people who know me might sign and that would be that. With over 95 thousand supporters at the time of this writing, I think it's safe to say that the results have far exceeded my expectations! Read more.

Discussion Starters: 

• How convincing do you find Old Navy's response? Would you call it a "success"? Why or why not? 
• What's your view of the policy? Is it fair, unfair, or something in between?

University Presidents Respond to Sexual Assault Charges

University presidents are under pressure to respond to charges that they aren't doing enough about sexual assault. Following are two examples: University of Virginia and Lincoln University of Pennsylvania.

University of Virginia President Teresa A. Sullivan wrote a letter after a Rolling Stone article criticized the university's response to a rape in a fraternity. The letter has since become one of many posted on the U.VA's website attempting to address anger and disappointment at Sullivan's response:

"UVA president Teresa Sullivan responded quickly, explaining, rather underwhelmingly, that her administration was 'marshaling all available resources to assist our students who confront issues related to sexual misconduct.' On Wednesday, Sullivan requested an investigation of a campus fraternity specifically mentioned in the original piece. But for many in the UVA community, this isn't enough."  (Slate)

Anger was fueled partly because the university appointed an investigator who is an alumnus of the fraternity.

A Chronicle article examined how Sullivan's second letter differed from her first. In a side-by-side comparison, the author compares Sullivan's defensiveness in the first letter to her acceptance in the second. In the first letter, she uses more "we" language; in the second, she seems to take more personal responsibility by using "I" more often. In the second letter, she identifies new steps the university is taking immediately. And in the second letter, she uses the term "rape," rather than "sexual assualt," "sexual misconduct," and "sexual violence." In later messages, she refers to "gang rape."

In related news, Lincoln University of Pennsylvania President Robert R. Jennings recently resigned when critics couldn't be appeased. During a convocation for female students, Jennings said, among other comments:

"Why am I saying all this, ladies? I'm saying this because, first and foremost, don't put yourself in a situation that would cause you to be trying to explain something that really needs no explanation had you not put yourself in that situation."

Discussion Starters: 

• What can crisis communicators learn from the U.Va. experience? 
• Read all of the communications on U.Va.'s web page about sexual assault. What else do you notice about tone and messaging?  
• What are your thoughts about the former Lincoln University president's comments? Did those who encouraged his resignation do the right thing? 

Florida State Responds to Shooting

At about 12:30 a.m., someone entered a library at Florida State University and shot four bullets. Three people were injured, and the gunman was shot dead by police when he failed to put down the gun and shot at one of the officers.

Tallahassee and university police officers assured people that the campus is safe, emphasizing that this was an "isolated incident" with "one person acting alone."

Messages on FSU's emergency alert page described the situation and announced that classes were cancelled for today. The site included this statement from the university president.

MESSAGE FROM UNIVERSITY PRESIDENT JOHN THRASHER REGARDING CAMPUS SHOOTING

The Florida State University community is extremely saddened by the shootings that took place early this morning at Strozier Library, in the very heart of campus, and our thoughts and prayers are with the families and loved ones of all those who have been affected.

The three students who have been injured are our highest priority followed by the needs of our greater university community. We will do everything possible to assist with their recovery.
Over the past few hours, I have received several briefings from administrators and law enforcement regarding campus safety and security, and they have established that this was an isolated incident. Florida State University and Tallahassee police departments have done an extraordinary job taking quick and decisive action to prevent further tragedy, to secure the scene and to keep campus safe. They have assured me that there is no further threat.

We are increasing security measures and providing a strong law enforcement presence on and around campus today. I have great confidence in the abilities of our local law enforcement agencies to handle this matter.

As we try to make sense of what is a senseless incident, the Counseling Center and Employee Assistance will provide counseling and support for FSU faculty, staff and students affected by these events. Should anyone need or desire such services, please contact the center at the Askew Student Life Building or call (850) 644-2003.

We will continue to share information with you regarding this matter as it becomes available.

Discussion Starters:

• Analyze the three police officers' statements in the news conference. Although we see only short segments, describe their roles in providing information. How did they divide content, and do you find the information useful and relevant?
• What should be the university president's next step in communication?

Goldman's Image Makeover

In the fight for programmers, Goldman Sachs is up against Silicon Valley, known "as the promised land of flip-flops, beanbag chairs, and million-dollar stock options." Potential recruits think of Wall Street firms as stodgy, and they worry they're be stuck in a back office, away from where the real business happens. In part, Goldman is selling its variety of work and clients compared to Silicon Valley, where a Goldman managing director said students might work with only one application.

Goldman is using technology to create a hipper image. A new website shows the role of technology in the company, a Google Hangout connected computer scientists and Goldman recruiters, and short videos were created on these topics:

• Builders and Innovators Summit
• Careers
• Stories of Progress
• Employee Affinity Groups
• Citizenship
• Talks@GS
• Outlook
• Our Thinking
• 25 Ways We Saw the World Change in 2013

In the end, according to the New York Times Dealbook article, recruits may be lured by Goldman's "generous compensation" packages.

Discussion Starters:

• What's your perception of technology positions on Wall Street compared to Silicon Valley?
• What is Goldman's best strategy for encouraging applications? Should it focus on image, compensation, or some combination? What would change your thinking about the company?

Ads Encourage Risky and Unhealthy Behavior

A new study showed that people who read promotions about diet aids ate more.

To be published in The Journal of Public Policy and Marketing, the study exposed people to two versions of messages. Both groups read a warning about high-fat diets, but one group read this additional text: "Until now! Introducing Chitosan Rx Ultra," a weight-loss aid "capable of absorbing up to 60 percent of the fat in your food." When given a plate of cookies, people who saw the message about Chitosan took significantly more cookies, and some took all 30.

The study authors conclude, "Why make healthier food choices to manage weight if a weight-management drug can manage your weight for you?" In a related study, participants exposed to ads for debt consolidation made riskier financial decisions.

Calling something a "supplement" didn't have as drastic results as calling something a "drug." One of the authors explains the distinction: "With the supplement, the very name reminds you that this is supplemental to other health protective behavior. They think [losing weight] is something they have to do as well … but people believe that the drug alone will take care of the problem."

Image source.

Discussion Starters:

• What, if any, responsibility do diet drug companies have in advertising?
• The Bureau of Consumer Protection published a website to help people spot false claims of weight loss products. How useful do you find the site?

Spirit Airlines Offers Miles for Hate

Here's a new marketing strategy: Ask customers why they hate you and reward them for it. Spirit Airlines encouraged responses in exchange for 8,000 frequent flier miles: hate for eight, or H8. The company received more than 30,000 comments.

In a press release, the company promotes its "State of Hate Report." According to Spirit's President and CEO Ben Baldanza, "I think if any organization asks for feedback you would expect the vast majority of responses would be directed at the company that seeks it. But in this case we were surprised that most consumers chose to share their frustrations about other airlines." In an infographic, Spirit explains the campaign and the results. One of the graphics shows the distribution of hate.

On another video, a cartoon character news reporter reviews the survey results and encourages more responses.

Discussion Starters:

• Describe the company's strategy for the campaign. What do you think Spirit's management team hoped to accomplish?
• Would you consider the campaign successful?
• What's your view of the two videos and the infographic? Consider Spirit's audience and the company's messages.

Virgin's Response to the SpaceShip Two Crash

Virgin Group has been defending the Galactic brand since the SpaceShipTwo crashed, killing the colot and injuring the pilot. Communications have been steady and varied from Virgin founder Richard Branson and Galatic CEO George T. Whitesides. 

In a series of statements on its website, Virgin Galactic explained information as it was understood. Whitesides also held a press conference. 

On its website, Virgin (the parent company) acknowledged the tragedy and described how the company was learning from the incident:

This is a very tough time for all of us at Virgin Galactic, The Spaceship Company and Scaled Composites, and our thoughts remain with the families of the brave Scaled pilots, and all those affected by this tragedy. We are determined to find out what went wrong and are working with the authorities to get that information. It is too early for me to add any details of the investigation at this stage. Read more.

In videos and interviews, Richard Branson expressed his continued confidence in the space program.

Discussion Starters: 

• What are the main messages you take from Virgin's communications? 
• Assess each message, including the company's webpage dedicated to the incident. Compare how the page includes text and graphics with the text-only statements. 

UNC Communications About the Scandal

University of North Carolina Chancellor Carol L. Folt is on the hot seat to respond to a highly publicized scandal that the Washington Post says involved "an alarming lack of institutional oversight."  Between 1993 and 2011, more than 3,100 students, many of whom are athletes, were given inflated grades and credit in bogus courses.

In a 136-page report, former U.S. Justice Department official Kenneth Wainstein describes "paper classes" for students and the involvement of many university officials. The university now faces accreditation questions and an investigation by the NCAA.

Chancellor Folt wrote a statement, trying to separate the university from its past and calling on its 221-year history.

Discussion Starters:

• Read the report. What principles discussed in Chapter 10 of the textbook does the report follow? Which are not followed? Overall, how do you find reading the report? What are the strengths and weaknesses in content, writing style, organization, formatting, and so on?
• Read Chancellor Folt's statement. What is her strategy for managing the crisis situation? How successful is her message in improving the university's image?

How Not to Respond to a Negative Review

Taking a page from Amy's Baking Company, a Cleveland restaurant owner attacked a reviewer. The guest posted a detailed, negative review on Yelp.

Ninja Kitchen and Bar Chef Bac Nguyen didn't appreciate the comments. He found the guest's phone number and texted him. In a series of insulting messages, Bac Nguyen threatened him, disparaged his friend, insulted him, and called him names. Read the texts (NSFW).

Business owners are under tremendous pressure to deal with negative reviews. When a review is deemed reasonable, like this one, we expect the chef of a restaurant to issue a gracious response-perhaps a lot to ask of someone so invested in the food.

Discussion Starters:

• Compare this chef's response to that of Voltaire's owner. What differences and similarities do you see in the initial reviews and the responses?
• Draft a Yelp response for Chef Bac Nguyen. Consider something that would be intentionally public.
• What other advice would you give Chef Bac Nguyen about customer service and business communication?

Restaurant Owner Disputes Yelp Review

The owner of Voltaire, a Kansas City restaurant, didn't accept a critical Yelp Review. The reviewer and her lawyer-husband were busy in a meeting across the street, and Voltaire refused to package the food "to-go" for someone to pick up.

On Yelp, the reviewer gave Voltaire one star and explained the restaurant's refusal, beginning with the line, "Most unfriendly and arrogant restaurant in KC." In the owner's response, he confirmed that they don't offer take-out:

"I sincerely apologize that we don't offer "take-out" food at our restaurant. Being a Yelp user, I'm sure you were aware that on our Yelp business page, on the right side of the screen, it lists details about our establishment. There is an item listed "Take-Out : No." We have never offered take-out food as we believe the food we prepare should be presented as we see fit, (usually) on a plate inside the dining room."

The owner went on to draw an analogy between not offering take-out and not providing divorce assistance when one is a tax lawyer.

Although Voltaire reviews on Yelp are generally positive (4 out of 5 stars), a few comments may indicate other issues, such as this 2-star review:

"I'm mixed on Voltaire.

'The good: the food and drinks are incredible. Good enough to earn them back a star after a really unfortunate experience.

"The bad: the staff knows the food and drinks are good, but behave like that grants them a licence for difficult behavior. . . ."

Discussion Starters:

• Read the entire original review and the owner's response. Based on this exchange, did the owner handle the situation well?
• Even if you agree with the approach, what, if any, missteps did the restaurant make with this customer?
• Is the lawyer analogy effective? What makes an analogy false?
• What about the adage, "The customer's always right?" Has social media changed this?
• What's the customers' responsibility? How, if at all, did they act inappropriately?

Uber Promotes Rides from "Hot Chicks"

As the ride-sharing service Uber tries to make inroads into France, BuzzFeed criticized one of its promotions. Through an app called "Avions de Chasse," Uber promised a free, 20-minute ride with a model. The promotion is explained on the Avions de Chasse website:

"Avions de chasse" is the French term for "fighter jets," but also the colloquial term to designate an incredibly hot chick. Lucky you! the world's most beautiful "Avions" are waiting for you on this app. Seat back, relax and let them take you on cloud 9!

The website also shows provocative photos of women. 

Uber Lyon has withdrawn the promotion and announced the decision on Twitter.

The company also sent a statement to Huffington Post:

"We have decided to cancel the operation immediately, not having clearly assessed the situation, we sincerely apologize to the people who might have been offended."

Discussion Starters:

• Assess Uber's apology. What works well, and what could be improved?
• One website accusses BuzzFeed of "harassing" Uber about the campaign. First, what is "harassment," and is this an appropriate term in this situation? Second, what's your view: Is it appropriate to criticize the campaign or not?

Toys R Us Pulls "Breaking Bad" Figures

Facing too much criticism to ignore, Toys R Us has taken its "Breaking Bad" action figures off the shelves and off line. The figures reflect characters in the AMC show about a chemistry teacher turned meth maker.

A change.org petition questions whether the figures are appropriate for children: "...their decision to sell a Breaking Bad doll, complete with a detachable sack of cash and a bag of meth, alongside children's toys is a dangerous deviation from their family friendly values."

Social media comments indicate similar concerns, for example, "My childhood purchases consisted of furbies and barbies. But kids nowadays get to buy Breaking Bad action figures with fake meth."

At first, Toys R Us defended the dolls by claiming that the packaging, "clearly notes that the items are intended for ages 15 and up" and that they're only sold "in the adult action figure area of our stores." But Toys R Us changed its position. In a later statement, the company said, "Let's just say, the action figures have taken an 'indefinite sabbatical.'" This is a show joke, meaning they're dead.

For its part, Toymaker Mezko Toyz has said nothing.

Discussion Starters:

• Should Toys R Us have predicted the controversy and not released the figures?
• Did the company do the right thing by pulling the figures?
• What, if anything, should Mezko Toyz do now?

Dallas Hospital Explains Mishandling of Ebola

The Dallas hospital that misdiagnosed a case of Ebola has apologized and is trying to understand its own mistakes. The Texas Health Presbyterian Hospital's chief clinic officer wrote a statement explaining what happened to the U.S. House Energy and Commerce Committee's Subcommittee on Oversight and Investigations:

"Unfortunately, in our initial treatment of Mr. Duncan, despite our best intentions and a highly skilled medical team, we made mistakes. We did not correctly diagnose his symptoms as those of Ebola. We are deeply sorry."

Later in the statement, the hospital explains the nurse's situation:

"Also, in our effort to communicate to the public quickly and transparently, we inadvertently provided some information that was inaccurate and had to be corrected. No doubt that was unsettling to a community that was already concerned and confused, and we have learned from that experience as well.

"Last weekend, nurse Nina Pham, a member of our hospital family who courageously cared for Mr. Duncan, was also diagnosed with Ebola. Our team is doing everything possible to help her win the fight, and on Tuesday her condition was upgraded to "good," so we are all very hopeful. I can tell you that the prayers of the entire Texas Health system are with her. Yesterday, we identified a second caregiver with EVD. I can also tell you that our thoughts and prayers are with her and her family as well.

"A lot is being said about what may or may not have occurred to cause Ms. Pham to contract Ebola. She is known as an extremely skilled nurse, and she was using full protective measures under the CDC protocols, so we don't yet know precisely how or when she was infected. But it's clear there was an exposure somewhere, sometime. We are poring over records and observations, and doing all we can to find the answers."

The rest of the statement includes a timeline of events and lessons learned.

To help with its communications and improve its image, the hospital has hired PR firm Burson-Marstellar. A pointed Reuters report criticizes executive compensation and quality failures in the system. Although Burson is encouraging more openness from the hospital staff, the Reuters reporter calls for a closer look at the business. 

Image source.

Discussion Starters:

• If you were consulting with the Texas Health Presbyterian Hospital, what advice would you give them? Consider communication strategies and other business practices.
• Analyze the organization, content, and tone of the hospital's statement. What business writing principles does the statement follow and skip?
• Read the Reuters article. Which arguments are most compelling?