Sugarloaf Ski Lift Accident

Seven people were injured on a ski lift at Sugarloaf in Maine. The company has been providing updates on its website. 

The third update revises the number of injured to seven, explains what a "rollback" is (when the chair lift goes backwards), describes the mechanics of the lift, and of course, expresses primary concern for the guests, 204 of whom were evacuated: 

"Our first concern is with the guests who were injured and all of those who were impacted by the incident at the resort today," Sugarloaf spokesman Ethan Austin said. "Our staff is working with the Tramway Board on a thorough investigation, and we are committed to understanding the full cause of today's incident."  

On Twitter, the company posted only the tweet: 

Discussion Starters: 

• Read Sugarloaf's original media release and latest update. I find the tone a bit "boilerplate" and flat. Do you agree? 
• What else, if anything, should Sugarloaf post on social media sites? 

American Airlines Refuses Refund for Parents of Deceased Child

When a family tragically lost their nine-year-old daughter, they wanted to cash in their American Airline tickets for the vacation they had planned. But the airline refused.

The Cantrells' trip was just five months after Madison "Scout" died from an asthma attack. Her 13-year-old sister, Katie, didn't want to travel to their annual beach destination because it would be too painful. They requested a refund through the Airlines' online system and received a denial letter:

"After reviewing the documentation submitted, it has been determined the request does not meet our exception requirements. The ticket purchased is non-refundable so we cannot offer a refund, issue a travel voucher, or transfer this ticket to another person. The ticket will remain valid in our system for one year from the original date of issue, at which time it will expire and all value will be lost. [...] As a one-time courtesy, authorization was documented in your reservation to waive the change fee assessed when a non-refundable ticket is changed. [...] Your new ticket will be subject to any additional collection, if necessary, as governed by the applicable fares and fare rules in effect at that time."

The "Gulliver Business Travel" section of the Economist explains what happened next:

"By now, Gulliver readers will be able to predict with weary certainty what happened next. Which makes it all the more incredible that American failed to spot the inevitable chain of events that would follow. The mother posted the letter on Facebook, social media poured opprobrium on the airline for its heartlessness, and the carrier swiftly backtracked. As soon it started to feel the heat, American announced that it had apologised and would refund the Cantrells. But not before its reputation, such as it is, had already taken a shoeing."

According to The Consumerist, the decision is inconsistent with the airline's own policy:

"Nonrefundable tickets generally cannot be refunded. However, exceptions may be available under the following circumstances: Death of the passenger, immediate family member, or travelling companion."

Eventually, American Airlines came around:

"We extend our deepest sympathies to the Cantrell family on the loss of their daughter. We fully refunded [her] ticket last night and apologized to [the family] for not doing so immediately when she first contacted us."

Image source.

Discussion Starters:

• How do you think the original decision to deny the refund happened, particularly if it's inconsistent with the airlines' own policy? 
• The Cantrell family say they heard about the refund from news sources before they were informed by the airline. Why do you think American would handle the decision in this way? Was it the right move?
• Assess the airlines' apology statement. Should the company say more, or does this suffice?

Cancer PSA Shows Lumps in the Road

Cancer Research UK created a clever public service announcement to show how people ignore potentially cancerous lumps on their bodies. The group hired creative effects company Artem to design and build the lumps, which they managed in just three weeks.  

The video shows people on a busy street walking around and ignoring a lump as it grows in the sidewalk. At the end, we see the text, "It's easy to ignore something, especially when we're busy. But spotting cancer sooner could save your life."

Artem's portfolio chronicles the company's creativity and diverse work. After 12 days, the YouTube video shows about 90,500 views.

Discussion Starters: 

• How would you measure the success of this campaign? What metrics would be appropriate? Consider the costs as well as the benefits. 
• What's your view of the PSA? In what ways do you find it effective and ineffective?

Apple Apologizes for Outage

Apple has apologized for a major outage that lasted several hours. Users couldn't access iTunes or the App Store from 5 a.m. and during most of the day. Outages were reported in the United States, U.K., Switzerland, and Spain. 

Apple issued this statement to CNBC: 

"We apologize to our customers experiencing problems with iTunes and other services this morning. The cause was an internal DNS error at Apple. We're working to make all of the services available to customers as soon as possible, and we thank everyone for their patience."

As of 5:27 p.m., Apple's service status page showed all systems operating normally. 

Discussion Starters: 

• Assess Apple's apology considering principles from Chapters 1 and 5 about slang, jargon, and so on. 
• Initially, people thought the problem was caused by a server outage. How would this, if at all, have affected Apple's statement? 

McDonald's Limits Antibiotic Use in Chickens

Until now, McDonald's approach has been, yes, to offer some healthier menu items, but more so, to promote their current food. John Oliver poked fun at the company's ad campaign, "Our Food, Your Questions":

"There's something a little suspicious about the way that they're celebrating the fact that their food is made out of food."  

This week, McDonald's is taking real action: limiting the antibiotics that are used in chickens. Steve Easterbrook just took over as CEO on March 1 after a 12-year history with McDonald's in the U.K. According to The New York Times, this is Easterbrook's "first major act": 

"Mr. Easterbrook's first major act as C.E.O. was to announce that within two years all the chicken served at its restaurants would be free of antibiotics, or at least those antibiotics also used in humans. It was a big move for McDonald's, which is one of the biggest buyers of chicken, and one that pleased health officials who see overuse of antibiotics in animal husbandry - and the resulting antibiotic-resistant strains of bacteria - as a serious threat to human health."

The company hopes Easterbrook will turn around failing McDonald's restaurants throughout the world as he did in the U.K. This Business Insider chart of same-store sales shows that the company has work to do.

 Image source. Chart source.

Discussion Starters: 

• Assess McDonald's announcement about antibiotics. What effect do you think this will have on suppliers, consumers, and investors? 
• Easterbook declined comment for The New York Times article. Why would he decline, and is this a good move?
• What other communications or actions should the company take to restore the image and increase revenue?

Warren Buffett's Letters

Reuters, The Wall Street Journal, and The Washington Post covered Warren Buffett's most recent letter to shareholders. The Journal's fascination is evident in its annotated version of the letter and its description of the excitement: 

"Warren Buffett's annual letter to shareholders of Berkshire Hathaway, released Saturday, is always pored over for investing smarts, hints at who might succeed him, and folksy wisdom about life and business.

"This year's 50th-anniversary edition didn't disappoint. It offered readers a breezy and informative waltz through the history of conglomerates, and aphorisms such as "never underestimate the man who overestimates himself." It even included advice to get the giant root beer float for dessert at Piccolo's, if you happen to be in Omaha for the annual meeting that marks Buffett's 50th year at the helm. ('Only sissies get the small one,' he wrote.)"

The Journal also summarized a few leadership lessons from the letter, including these:

• Admit your mistakes and stay humble.
• Shower people who work for you with praise.
• Character is crucial. 

Buffett's previous annual letters are logged on Berkshire Hathaway's website.

Discussion Starters: 

• Explain the fascination with Buffett's letters. 
• Read the latest or an older letter. Describe the tone, messages, and organization. What are the communication objectives? Did Buffett achieve them? 

No More Elephants at the Circus

Ringling Brothers and Barnum & Bailey won't include elephants in their circus performances after 2018. The company announced a plan to phase out its 43 animals, some say because of pressure from consumer and animal rights groups, while others point to the increasing costs of maintaining each elephant: $65,000 per year. 

Ingrid Newkirk, president of PETA, People for the Ethical Treatment of Animals said, "These are complex, intelligent animals, and this is a lousy, lousy, dirty, cruel business, and people see that. This was purely a business decision." 

 A press release on the company's website says that the elephants will join other animals at the Elephant Conservation Center: 

"The Feld Family, owners of Feld Entertainment, Inc., the parent company of Ringling Bros. and Barnum & Bailey®, announced plans today to remove Asian elephants from their traveling circus performances. Under the plan, 13 elephants currently traveling with the three Ringling Bros. circus units will be relocated to the Ringling Bros. Center for Elephant for Conservation® in Florida by 2018. There they will join the rest of the Ringling Bros. herd of more than 40 elephants."

Later in the release, the company mentions "changing consumer preferences": 

"'Our family has been the proud steward of the American institution that is Ringling Bros. and Barnum & Bailey, and our elephants, for 45 years. It is a legacy that we hold near and dear to our hearts, and as producers of The Greatest Show On Earth, we feel we have a responsibility to preserve the esteemed traditions that everyone expects from a Ringling Bros. performance while striving to keep the show fresh and contemporary for today's families,' said Nicole Feld and Alana Feld, Ringling Bros. producers and Executive Vice Presidents with Feld Entertainment. 'As the circus evolves, we can maintain our focus on elephant conservation while allowing our business to continue to meet shifting consumer preferences,' they added."

Image source. 

Discussion Starters: 

• How well does the company's press release explain the move? 
• What do you think is the motivation behind the change? 
• What can SeaWorld learn from the news?

American Airlines Loses Lots of Luggage

American Airlines mishandled luggage-and customer complaints. International Business Times joked that MIA is the code for the Miami airport and now lost luggage as well.

The airline blames the mistake on a technical issue: the conveyor belts weren't working properly, so luggage wasn't loaded onto the plane. Passengers weren't notified until flights landed.

At other airports, travelers report being on hold for an hour and waiting in line for 45 minutes before learning about their lost luggage. 

"We waited another 45 minutes to see a customer service agent to file our locator claim. That was the frustrating part -- American Airlines didn't say anything. You think they would tell us so we're not waiting. We wasted a good hour and a half."

American Airlines representative Joshua Freed gave this statement:

"The system was back online this afternoon and we are working to reunite those bags with our passengers. Should a customer have a question about their delayed bag, they can work with the baggage service office at their destination or call 1-800-535-5225."

Discussion Starters: 

• Should American Airlines have told passengers about the missing luggage before they boarded the plane, during the flight, or only when they landed? Consider the consequences of each. 
• What else, if anything, should the company do or say at this point? 

Starwood CEO Leaves the Company

Frits van Paasschen, Starwood CEO since 2007, has resigned. Board Chair Bruce Duncan focused on execution rather than differences over strategy as the main reason for van Paasschen's departure: "This is not about strategy. . . This is all about execution. We want to do better."

"This is not about strategy. … This is all about execution. We want to do better," - See more at: http://www.hotelnewsnow.com/Article/15285/Why-Starwoods-van-Paasschen-resigned#sthash.FXnqSRBr.dpuf

"This is not about strategy. … This is all about execution. We want to do better," - See more at: http://www.hotelnewsnow.com/Article/15285/Why-Starwoods-van-Paasschen-resigned#sthash.FXnqSRBr.dpuf

"This is not about strategy. … This is all about execution. We want to do better," - See more at: http://www.hotelnewsnow.com/Article/15285/Why-Starwoods-van-Paasschen-resigned#sthash.FXnqSRBr.dpuf

"This is not about strategy. … This is all about execution. We want to do better," - See more at: http://www.hotelnewsnow.com/Article/15285/Why-Starwoods-van-Paasschen-resigned#sthash.FXnqSRBr.dpuf

In a news release on Starwood's website, the company announced the decision along with a temporary replacement: Adam Aron.

Starwood Hotels & Resorts Makes CEO Change
February 17, 2015

-- Frits van Paasschen Resigns as President, CEO and Director
-- Starwood Director Adam Aron Appointed CEO on Interim Basis
-- Company to Focus on Accelerating Growth and Improving Performance

STAMFORD, Conn.--(BUSINESS WIRE)-- Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced that Frits van Paasschen has resigned by mutual agreement with the Board of Directors as President, Chief Executive Officer and a Director. Adam Aron , a Starwood Director since 2006, has been named Chief Executive Officer on an interim basis while the Board conducts a search for a permanent CEO that will include both internal and external candidates. van Paasschen will continue with Starwood as a consultant to assist in the transition. Read more. 

 On a conference call, Aron emphasized his "bias for action" and outlined four steps he'll take:

• Drive top-line growth through dedicated marketing campaigns;
• "perform with a high degree of focus and with higher operational excellence";
• manage costs aggressively; and
• "(expand) the size of our pipeline and footprints as we seek the objective of higher net rooms growth."

- See more at: http://www.hotelnewsnow.com/Article/15285/Why-Starwoods-van-Paasschen-resigned#sthash.FXnqSRBr.dpuf

•  Drive top-line growth through dedicated marketing campaigns
• "Perform with a high degree of focus and with higher operational excellence"
• Manage costs aggressively
• "[Expand] the size of our pipeline and footprints as we seek the objective of higher net rooms growth."

Image source.

Discussion Starters:

• Assess Starwood's news release. What key messages do you take from the statement? What is not being said?
• Do you think the company appropriately balanced respect for van Paasschen and plans for the future?

Urban Outfitters: Purposely Offending?

As Kevin Allen of PR Daily says, "It'd be reasonable to think Urban Outfitters is doing this on purpose." Yes, we are beyond the point of forgiveness for an oversight. Most reasonable people would agree that the similarity between Urban Outfitter's new tapestry and the pink triangle uniform given to gays during the Holocaust is too close to be coincidental. 

The Anti-Defamation League and B'nai B'rith (in a  letter) have asked Urban Outfitters to remove the product. No word from the company yet.

Urban Outfitters is making a habit of offending. The Week has identified 14 "missteps," and this makes at least the 15th. The Week staff summarizes the issue well:

"Over the years, Urban Outfitters, a store aimed at young hipsters and owned by big-time conservative donor Richard Hayne, has managed to offend blacks, Jews, Native Americans, liberals, conservatives, and eating-disorder awareness groups, among others."

Discussion Starters: 

• Does this news affect your decision to shop at Urban Outfitters? Why or why not?
• What, if anything, should the company say at this point? What is there to say, really? 
• Read the B'nai B'rith  letter. In what ways do you find it convincing-or not?

Alex Rodriguez Apologizes. Again.

After a season leave from baseball, Alex Rodriguez will rejoin the Yankees. Rodriguez was suspended for a record 162 games for using performance-enhancing drugs. On its website, the Yankees refers to his "involvement with Biogenesis and performance-enhancing drugs." 

In a handwritten letter, Rodriguez apologizes to the league, his team, the Steinbrenner family, the Players Association, and his fans. The first paragraph of his letter is below, and the rest is here.

During a news conference in 2009, Rodriguez blames his youth. 

The news comes at almost the same time cyclist Lance Armstrong is ordered to pay $10 million, the largest settlement for using performance-enhancing drugs. I'm not holding my breath for an apology. 

Discussion Starters: 

• Assess the apology letter. Why did Rodriguez choose to hand write the letter? How is it organized? Is it sufficient?
• Watch the news conference from 2009. What communication strategies does Rodriguez use? 

Brian Williams Gets Suspended

NBC News president Deborah Turness announced the decision: Brian Williams will be suspended for six months. The suspension comes after a week of controversy about how Williams changed stories over time.

A New York Times article describes the decision-making process at NBC. Several people were consulted, including the highly respected Tom Brokaw, who was news anchor and managing editor before Williams took the position. The article is a window into corporate politics and decision making.

In an email to staff, Turness announced the suspension:

From: Deborah Turness (NBCUniversal)

Sent: Tuesday, February 10, 2015 7:47 PM

To: @NBC Uni NBC News All

Subject: Brian Williams

All,

We have decided today to suspend Brian Williams as Managing Editor and Anchor of NBC Nightly News for six months. The suspension will be without pay and is effective immediately. We let Brian know of our decision earlier today. Lester Holt will continue to substitute Anchor the NBC Nightly News.

Our review, which is being led by Richard Esposito working closely with NBCUniversal General Counsel Kim Harris, is ongoing, but I think it is important to take you through our thought process in coming to this decision.

While on Nightly News on Friday, January 30, 2015, Brian misrepresented events which occurred while he was covering the Iraq War in 2003. It then became clear that on other occasions Brian had done the same while telling that story in other venues. This was wrong and completely inappropriate for someone in Brian's position.

In addition, we have concerns about comments that occurred outside NBC News while Brian was talking about his experiences in the field.

As Managing Editor and Anchor of Nightly News, Brian has a responsibility to be truthful and to uphold the high standards of the news division at all times.

Steve Burke, Pat Fili and I came to this decision together. We felt it would have been wrong to disregard the good work Brian has done and the special relationship he has forged with our viewers over 22 years. Millions of Americans have turned to him every day, and he has been an important and well-respected part of our organization.

As I'm sure you understand, this was a very hard decision. Certainly there will be those who disagree. But we believe this suspension is the appropriate and proportionate action.

This has been a difficult time. But NBC News is bigger than this moment. You work so hard and dedicate yourselves each and every day to the important work of bringing trusted, credible news to our audience. Because of you, your loyalty, your dedication, NBC News is an organization we can – and should - all be proud of. We will get through this together.

Steve Burke asked me to share the following message.

"This has been a painful period for all concerned and we appreciate your patience while we gathered the available facts. By his actions, Brian has jeopardized the trust millions of Americans place in NBC News. His actions are inexcusable and this suspension is severe and appropriate. Brian's life's work is delivering the news. I know Brian loves his country, NBC News and his colleagues. He deserves a second chance and we are rooting for him. Brian has shared his deep remorse with me and he is committed to winning back everyone's trust."

Deborah

Discussion Starters:

• Assess Turness' email. What is being said and what isn't? How is the email organized? What works well, and what doesn't?
• Consider the quotation from Steve Burke, CEO and president of NBCUniversal. Does this belong?
  
• Did Turness and the others make the right decision? Why or why not?

Uber's False-Cause Fallacy

A Fast Company report gives us a great example of a false-cause fallacy: "Uber Cures Leprosy."

The video pokes fun at Uber's claim that the service reduced the number of drunk driving incidents. Last year, Uber and MADD (Mothers Against Drunk Driving) announced a partnership that includes donations to the organization. However, a news release by MADD, although complimentary of Uber's service, doesn't imply causation:

"The report released today builds upon a study conducted by Uber in May 2014, which estimated that the entrance of Uber in Seattle coincided with a more than 10% reduction in the number of arrests for DUI. "

On the other hand, Uber's promotional materials do:

"A new report conducted in partnership with Mothers Against Drunk Driving (MADD) reveals that when empowered with more transportation options like Uber, people are making better choices that save lives."

Discussion Starters:

• Is this just a difference in semantics or something more?
• Is the Fast Company video too critical of Uber?
• What fallacy does the Fast Company reporter use in comparing Uber's claim to curing leprosy?

How to Make Your Tweets More Persuasive

Researchers at Cornell University have discovered language that makes tweets more likely to be retweeted. A computer analyzed messages, searching for keywords and combinations of words.

In their article, published in the June 2014 Proceedings of the Association for Computer Linguistics, the authors pose a basic communication question: "How does one make a message 'successful'?" The authors generated this list of recommendations for people wanting more bang for their tweets:

• Ask people to share. Words like "please," "pls," "plz" and, of course, "retweet" were common in successful messages.
• Be informative (often measured by length).
• Use the language of the community, and be consistent with the language you usually use yourself, with which your followers are familiar. The researchers are also testing on Reddit, where users form distinct communities.
• Imitate the style of newspaper headlines. (In their tests, the researchers used the New York Times as a model.)
• Use words that appear often in other retweeted messages.
• Use words that express positive or negative sentiment.
• Refer to other people, not just yourself. Use third person pronouns.
• Use generalizations. Statements that can be applied to a variety of situations are the most often repeated.
• Make it easy to read. The researchers applied a formula used to measure the grade level of a text.

Image source.

Discussion Starters:

• Does any of this advice surprise you?
• Do you find some recommendations more helpful than others?
• What difficulty could you see in implementing these ideas in tweets?

Brian Williams Takes a Hiatus

After days of controversy and speculation, Brian Williams has decided to take a leave from news reporting. Williams, the anchor and managing editor of "NBC Nightly News," has been criticized for inconsistencies in his reporting over time, raising questions about his credibility. 

Williams' reporting of the Iraq War and Hurricane Katrina are being investigated. He apologized this week for saying that, in 2003, he was on a helicopter that was hit by a grenade. His reporting at the time differed and changed during the past 12 years. During Hurricane Katrina, Williams claimed to have seen bodies floating in the French Quarter, but this is now disputed as well his claim to have contracted dysentery. 

In a brief statement posted on the NBC News site, Williams acknowledged the distraction: 

A Personal Note from Brian Williams

FEBRUARY 7, 2015 

In the midst of a career spent covering and consuming news, it has become painfully apparent to me that I am presently too much a part of the news, due to my actions.

As Managing Editor of NBC Nightly News, I have decided to take myself off of my daily broadcast for the next several days, and Lester Holt has kindly agreed to sit in for me to allow us to adequately deal with this issue. Upon my return, I will continue my career-long effort to be worthy of the trust of those who place their trust in us.

According to The New York Times, the leave may give the NBC executives more time to decide Williams' status with the network. 

Discussion Starters: 

• What do you make of Williams' reporting on these situations? Keep in mind that memory does change over time. 
• Did Williams do the right thing by taking a leave from the news? What are the advantages and disadvantages? Consider the potential consequences of staying and leaving.

Twitter CEO Admits Failures in Addressing Cyberbullying

In two internal discussion posts, Twitter CEO Dick Costolo addressed criticism that the company isn't doing enough to stop cyberbulling.

An employee raised the issue by citing Lindy West, a victim of harassment on Twitter:

"I'm aware that Twitter is well within its rights to let its platform be used as a vehicle for sexist and racist harassment. But, as a private company – just like a comedian mulling over a rape joke, or a troll looking for a target for his anger – it could choose not to. As a collective of human beings, it could choose to be better."

In both posts, Costolo's message is clear: "I take full responsibility."

Discussion Starters:

• What do you see as Twitter's responsibility, and what are the limits?
• What could the company do to prevent or address cyberbullying?

Discussion Starters:

RadioShack Files for Bankruptcy

In sad, but unsurprising news, RadioShack filed for Chapter 11 bankruptcy. The company has been struggling for some time and closed 1,110 stores last year.

Now, 2,400 of its 4,000 stores will be sold to General Wireless, an affiliate of its biggest shareholder, Standard General. Under the agreement, Sprint will operate most of those stores. In a news release, RadioShack describes the plan. 

A Wall Street Journal article blames the company for poor decisions. Titled "Strategic Confusion Put RadioShack at Mercy of Lenders," the article says the company "failed to keep up with the changing retail and digital landscape." The company's fate, according to the WSJ, could be worse: Circuit City and Borders were liquidated. 

RadioShack is on its seventh CEO in the past nine years-probably not a fun position.

Image source.

Discussion Starters: 

• The Yahoo Finance article reports, "A spokesman for Standard General did not respond to a request for comment." Should the company have prepared a statement?
• Analyze the news release. What works well, and what could be improved?

Metro-North Accident Kills Six

Another Metro-North train accident caused several deaths-this time a collision with an SUV on the tracks in Valhalla, NY. It's unclear why Ellen Brody's car stopped in the train's path, and the driver behind her didn't understand why she didn't back up.

As with other Metro-North incidents, the organization provides service updates, but little human connection. The Metro-North news page only references a collision and provides transportation options. The Twitter feed also posts only service updates.

The MTA CEO did issue this statement: "The entire MTA family's thoughts are with the relatives and loved ones of the victims of last night's tragedy. We are tremendously saddened by this tragic accident, and our thoughts and prayers go out to all of them."

But the MTA press releases are cold statements of the facts:

Discussion Starters:

• Should the MTA do anything differently at this point? To be fair, this accident seems out of the organization's control, unlike the derailment in 2013.
• Compare the New York MTA's response to DC's statement when a woman died of smoke inhalation. What's different? Should the MTA write a similar apology?

Lululemon Founder Resigns

After a series of controversial PR moves, Lululemon Founder and CEO Chip Wilson has resigned from the board of directors. BizCom has two posts about the company over the past couple of years: 

• Lululemon Offends Again
• Can Lululemon Do Anything Right?

The problems seemed to start when customers complained about the sheer fabric used in the company's pricey yoga pants. The New York Times explains the situation: 

Some women who tried to return the pants at Lululemon stores said they were told to put them on and bend over so staff members could determine just how see-through they were. After a monthslong public-relations disaster, Wilson, who was chairman of the company, went on Bloomberg TV that November to share what he thought was a reasonable explanation. "Some women's bodies don't work for the pants," he said. "It's really about the rubbing through the thighs, how much pressure is there over a period of time."

In a video in 2013, Wilson tried to apologize, but it didn't go very well. The Times writer describes Wilson: "More than once, the way Wilson spoke reminded me of the airhead fashion model Ben Stiller plays in "Zoolander."

Here's an excerpt from the company's news release about Wilson: 

Mr. Wilson concluded: "I have achieved the goals I set when I came back, and after careful thought, I believe that now is the right time to step away from the board. I leave behind a new and talented management team and new board construct. By stepping away from lululemon I will now have more opportunity to work with my wife and son as they grow their new business, Kit & Ace. I am so excited for Kit & Ace because it is where street clothing is going. Shannon and JJ have caught the next wave." Founded in 2014, Kit & Ace produces Technical Luxury™ products by using Technical Cashmere™ blends.

Image source.

Discussion Starters: 

• Read the NY Times article about Chip Wilson. What impressions do you get of the man and the situation?
• Read the entire news release. Analyze the tone, organization, and word choice. How is the company representing the situation? 

Nationwide Ads

In a series of commercials, some of which played during the Super Bowl, Nationwide is encouraging parents to keep their kids safe. In each video, children are telling us that they can't do what they had hoped to do because they died.

Frank Eliason, a father who lost his child of four years old during a liver transplant, wrote a post describing how the ad affected him:

Let me introduce you to Gia. She was born in 2000. She never learned to ride a bike. Or got cooties. She never learned to fly. Or travel the world with her best friend. She will never get married. She didn't grow up, because she died during a liver transplant surgery as a result of liver cancer. She passed away on July 26, 2004.

Imagine Gia was your daughter. It is easy for me, because she is my daughter. Now we are over 10 years later, and I still think of her everyday. Now imagine escaping this troubled world for a few hours to enjoy the Super Bowl. It is an escape that only comes once a year. I enjoy watching the game with my girls, and try to forget the troubles the world brings. Then this commercial comes on:

How would you feel if you lost a child for any reason? Can you imagine the discussion it creates with your other children who are 7 & 8 about the sibling they never met? Simply put this brought nothing but pain to parents who lost a child, no matter the cause of death.

I know Nationwide has issued a statement stating that they were hoping to start a dialogue regarding safety in the home. That may be a noble goal, but this is not the way to start a dialogue of any kind. It is obvious to me that no one involved within the company or their advertising agency has ever suffered such a horrible loss. I certainly hope they never do.

Insurance is supposed to be about making you whole, but there is no insurance in the world that can ever make the loss of a child whole. In my view this commercial was much more than a downer, as the Washington Post stated. To me it was personal.

Here's Nationwide's press release:

 

Columbus, Ohio - Preventable injuries around the home are the leading cause of childhood deaths in America. Most people don't know that. Nationwide ran an ad during the Super Bowl that started a fierce conversation. The sole purpose of this message was to start a conversation, not sell insurance. We want to build awareness of an issue that is near and dear to all of us-the safety and well being of our children. We knew the ad would spur a variety of reactions. In fact, thousands of people visited MakeSafeHappen.com, a new website to help educate parents and caregivers with information and resources in an effort to make their homes safer and avoid a potential injury or death. Nationwide has been working with experts for more than 60 years to make homes safer. While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere.

In an unrelated Nationwide video, actress Mindy Kaling thinks she's invisible. This one's funny.

Discussion Starters:

• Do you find Nationwide's commercials offensive or insensitive?
• Assess the company's press release. Did it convey Nationwide's goals while recognizing intense reactions?