Wal-Mart Manages the Company Crisis in Japan
The Story
The life of a CEO is particularly challenging during a crisis such as the earthquake and tsunami in Japan. The Wall Street Journal has published the experience of Toru Noda, the chief executive officer of Wal-Mart Japan Holdings. Below is a timeline of the company's activities.
Discussion Starters
- What are Wal-Mart's major business challenges at this time?
- What are the company's major communication challenges?
- Looking at Wal-Mart's reaction (the timeline above), what surprises you?
Assignment Ideas
- Imagine that you are Toru Noda, the chief executive officer of Wal-Mart Japan Holdings, and need to prepare for your first meeting with the two dozen team leaders mentioned in the article. Write an outline for your meeting.
- In groups of 3 or 4, have one person, playing the role of Noda, practice the opening to this meeting.
- Write an open letter from Noda to the public about the lack of product on Wal-Mart shelves. How will you address this bad news and inspire consumers' confidence for the future?
Toyota Addresses Effects of Japanese Earthquake and Tsunami
The Story
Production at Toyota Motor Company has been affected by the devastating Japanese earthquake and tsunami. The video, below, shows the toll, and the company has posted updates about the situation.
Discussion Starters
- What content is most important for Toyota when addressing the effects of the Japanese earthquake and tsunami on car production?
- What is at risk for the company's communication about the situation? What should executives emphasize and avoid in their messages?
- Assess Toyota's press statement. In what ways is the company's statement effective, and in what ways is it ineffective?
Assignment Ideas
- Complete an audience analysis for internal and external Toyota audiences. Imagine that you are the VP, marketing, for Toyota and plan to write messages about halting car production for four different audiences: employees, dealers, customers, and the media. Complete an audience analysis for each group.
- Adapt Toyota's press statement for employees. Write an email to employees to provide the most up-to-date information.
Aflac Duck Gets Docked
The Story
Gilbert Gottfried, comedian and voice of the Aflac Insurance duck, got fired for what the company considered inappropriate jokes about the Japanese earthquake.
Discussion Starters
- What's your reaction to Gottfried's tweets? Do you find them inappropriate, offensive, or no big deal?
- Do you agree with Aflac's decision to fire Gottfried as the voice of the duck? Consider that Aflac does 75% of its business in Japan.
Assignment Ideas
- To practice your skills in revising writing, rewrite Gottfried's brief apology. Imagine that you have to deliver a longer statement -- in person. Write a script and prepare to deliver it in class.
- Evaluate Aflac's response to Gottfried's tweets: "Gilbert's recent comments about the crisis in Japan were lacking in humor and certainly do not represent the thoughts and feelings of anyone at Aflac. Aflac Japan -- and, by extension, Japan itself -- is part of the Aflac family, and there is no place for anything but compassion and concern during these difficult times." Rewrite this statement in your own words. What would you say differently and why? Submit your revision and explain your changes to your instructor.
CNBC Host Compares "Human" and "Economic" Toll of Earthquake
The Story
Viewers didn't appreciate Lawrence Kudlow's analysis of the Japanese earthquake: "The human toll here looks to be much worse than the economic toll, and we can be grateful for that." The host of The Kudlow Report on CNBC went on to say, "The human toll is a tragedy; we all know that." After criticism about Kudlow's comparison, he issued an apology on Twitter.
Discussion Starters
- After watching the video, above, do you find Kudlow's comment offensive? Why or why not?
- Consider that Kudlow's comment was made as part of an economic report. Does that change your opinion? Why or why not?
Assignment Ideas
- In his tweet, Kudlow said that he "flubbed the line." Rewrite what he said on the show. How could Kudlow have conveyed his point about the economic impact of the earthquake differently?
- In small groups, discuss Kudlow's response. How would you evaluate his apology via tweet? What works well about the statement, and what would you change?
- Individually, rewrite Kudlow's tweet. In a memo to your instructor, explain your changes.
Steve Jobs Makes a Surprise Appearance to Unveil the iPad2
The Story
Although on medical leave, Steve Jobs impressed audiences with a surprise presentation about the new iPad2. With his usual engaging, conversational style, Jobs unveils the second-generation iPad, which is thinner than the iPhone 4.
Discussion Starters
- Watch the (edited) video of Jobs, above. What principles of oral presentation does he use effectively? What, if anything, would you improve about the presentation?
- James Post, a management professor at Boston University, referred to Jobs' appearance as an important "symbolic endorsement." However, he also believes, "His appearance takes the story away from the product... It's exactly the wrong thing in terms of introducing something new." What do you think about Post's assessment?
Assignment Ideas
- Practice an upcoming presentation using a conversational style. Try to mimick Jobs' style, and then adapt it to your own.
- Change Jobs' presentation to a more formal one. Imagine that you are unveiling the iPad2 to a different audience, who prefers more traditional visuals, such as a PowerPoint presentation. Create presentation slides to complement Jobs' main points.
Dior Designer Makes Offensive Comments
The Story
Dior fashion designer John Galliano is caught on video saying "I love Hitler," among other offensive comments, during a drunken tirade. The company reacted quickly, terminating Galliano and issuing a statement. Watch the news report, below.
Discussion Starters
- Did Dior do the right thing by firing Galliano? Why or why not?
- What are the potential consequences to actors, such as Nicole Kidman, who wore Dior at The Academy Awards?
- What is your reaction to people who defend Galliano's comments, for example, the writer who posted, "If you are breaker of taboos, then antisemitism is only another taboo, no different from any other. It's the saying of the unsayable. It has become the last frontier for those demanding freedom of speech, for whom everything, even the Holocaust, is fair game."
Assignment Ideas
- Write a memo to your instructor explaining why you consider Galliano's comments inappropriate according to principles of intercultural communication.
- Assess Dior President Sidney Toledano's statement: "The House of Dior declares with the greatest firmness its policy of zero-tolerance regarding any anti-Semitic or racist statement or attitude." Write a brief assessment of the statement, write your own version, and explain why yours is better.
Wisconsin Governor Gets "Punked"
The Story
In the midst of heated debate over the Wisconsin budget bill about workers' collective bargaining rights, Governor Scott Walker, received a phone call from someone impersonating a major campaign donor. Walker addressed the incident in a news conference, below. On The Daily Show, Jon Stewart mocked the governor's response.
Discussion Starters
- View the video of the governor's response to the prank call. How well do you think he handled the situation? What tactics is he using to recover from the potentially embarrassing call?
- Listen to part of the call or read the full transcript of the call. In your opinion, do you think the governor should have known better that the call was a prank? What evidence do you see--or not?
Assignment Ideas
- In small groups, discuss the value of interpersonal communication via the telephone. If this call were from a real donor, why do you think the phone would be a more effective means of communication than, for example, email, and what are the downsides?
- With the rest of the class as your audience, prepare and deliver a two-minute presentation to the governor, recommending ways that he can protect himself in the future against this type of prank.
U.K. Tweets Can Appear in the Press
The Story
Sarah Baskerville, a U.K. Department of Transport government worker, tweeted about being hungover at work (among other issues). Although intended only for her 700 followers, newspapers published the story. One newspaper published Baskerville's tweets under the headline, "Oh please stop this twit from tweeting, someone." Baskerville claimed invasion of privacy, but the Press Complaints Commission ruled it was not. According to the Commission, tweets are public because followers can retweet them to anyone.
Discussion Starters
- What is your reaction to the Commission's decision? Do you agree with the decision? Why or why not?
- What have you tweeted or posted on Facebook that may embarrass you? If anything you post could be considered public -- and publishable in newspapers -- would you adjust your online content?
Assignment Ideas
- In pairs, search online for comments by or about the other student. If you were a recruiter, what content could be considered questionable? Give the other student feedback about what he or she might consider changing.
- On Twitter, search for tweets that may embarrass people. Find a tweet that you know the writer would not like to appear in the newspaper. Write an email to the tweeter to explain why he or she may want to remove the tweet.
Nokia and Microsoft Announce Partnership
The Story
Following Stephen Elop's communication to Nokia employees earlier in the week, he and Microsoft CEO Steve Ballmer announced a strategic alliance between Nokia and Microsoft. Analysts say the deal is bad news for Nokia, which will likely face job losses. Nokia's stock fell 14% following the news.
Discussion Starters
- In the press conference video, whose presentation style do you prefer: Elop's (Nokia) or Ballmer's (Microsoft)? Why? What principles from Chapter 11 does each speaker use?
- How do both speakers signal new topics? This is particularly challenging without visuals to cue the audience.
Assignment Ideas
- Watch the Q&A video. Write 2-3 additional questions you would like to ask either Elop or Ballmer.
- Create presentation slides or other visuals for one of the speakers. How can you complement their presentations with visuals?
- Analyze Elop and Ballmer's Open Letter. In a memo to your instructor, identify communication strategies used effectively and ineffectively in the letter. What works well, and what could be improved?
Nokia CEO to Staff: We Are "Standing on a 'Burning Platform'"
The Story
In a message to employees, Nokia CEO Stephen Elop compares the company's situation to that of a man on an oil platform in the North Sea. The man, like Nokia, needs to take the plunge into icy water in order to survive. Elop may be preparing employees for major changes expected to be announced on Friday. The speech (which became an intranet post) presents a grim picture of Nokia's position in the smartphone market: "We fell behind, we missed big trends, and we lost time." While the speech is fairly negative, Elop also encourages employees: "But, I believe that together, we can face the challenges ahead of us. Together, we can choose to define our future."
Discussion Starters
- Read Elop's message to employees. If you were a Nokia employee, how do you think you would react to this?
- What parts of Elop's message most inspired you? Did any parts depress you or cause you to doubt the company's future?
Assignment Ideas
- Analyze Elop's speech for persuasive techniques. How does Elop use principles discussed in Chapter 7? Write a memo to your instructor to illustrate your analysis.
- Try to write another version of Elop's speech. What analogy could you use that might work as well or better?
Comments on BBC Program Called "Outrageous, Vulgar, and Inexcusable"
The Story
Did the BBC motoring show, Top Gear, go too far with its irreverent humor? In describing Mexican cars, Richard Hammond said they would reflect "national characteristics" and would be "lazy, feckless, flatulent." Negative comments about Mexicans continued on the show. After much criticism, BBC apologized for the offensive comments.
Discussion Starters
- After listening to the news clip, how do you assess the comments about Mexicans? Do they offend you? Can you see how they might offend others?
- Read BBC's response to the incident. The statement acknowledges an apology but also defends the practice of "national stereotyping" as part of the show -- as well as part of British humor. Do you buy this explanation?
Assignment Ideas
- Read some of the comments posted about the incident. Choose 2-3 that you most agree with and, in an email to your instructor, explain why they have merit. Alternatively, you may choose 2-3 that you most disagree with and explain your reasoning.
- Write an email to Top Gear presenters to either criticize or defend their comments.
Kenneth Cole's Tweet Links Cairo Crisis to Clothes
The Story
In a failed attempt to use humor for marketing, fashion designer Kenneth Cole tweeted about the uprising in Cairo. After strong online reactions, Cole removed the tweet and apologized. Advertising Age summarized the event, which, fortunately for Kenneth Cole, was over quickly.
Discussion Starters
- What is your reaction to Kenneth Cole's tweet? Do you consider it acceptable, in poor taste, unethical -- or something else?
- How do you assess Kenneth Cole's apology (below)? In what ways is the apology effective or ineffective?
Assignment Ideas
- Write a few tweets on Kenneth Cole's behalf. Try using humor more tastefully to promote the brand.
- During this incident, someone created a fake Kenneth Cole Twitter account. In small groups, discuss how Kenneth Cole could handle this embarrassment. You might consider BP's fake Twitter account, which was created after the company's PR failings following the oil spill.
Where's the Beef, Taco Bell?
The Story
Taco Bell is under fire for misrepresenting its taco meat. A class action lawsuit claims that the company is falsely advertising their beef, which does not meet USDA standards and contains too many non-meat ingredients in their "meat mixture": "water, wheat oats, soy lecithin, maltodrextrin, anti-dusting agent and modified corn starch."
In response, the company says that their meat is FDA compliant and 88% beef, rather than the 35% that the suit claims.
Discussion Starter
- In his video message, how does Greg Creed use logical arguments, emotional appeals, and credibility described in Chapter 7?
Assignment Ideas
- Read the company's written statement in response to the lawsuit. In small groups, discuss what you think is most and least effective about this message.
- Write a memo to Greg Creed assessing Taco Bell's response to the lawsuit. Consider all company messages as well as the timing of each. Include your advice for handling bad news in the future.
Embarrassing Newspaper Headlines
The Story
This week, two newspapers released headlines that should have been caught. The first apparently was intended as a placeholder (unless editors at the New Orleans Timescayune believe "barllskdjf" is a word). The second, on the front page of the Green Bay Press-Gazette, read, "On to Chicaco" instead of "Chicago."
Discussion Starters
- How serious are these errors for a newspaper? What do you think are the potential effects of such errors for journalists?
- How do you think these mistakes might have happened?
- What mistakes have you made in your own writing that have caused you embarrassment? In retrospect, how do you think your own mistakes could have been avoided?
Assignment Ideas
- Look at the site Funny Typos. In small groups, talk about which errors are the worst. What criteria do you use to determine which are worst?
- Try a new proofreading technique for your own writing. Looking at the suggestions in Chapter 5, what could you incorporate into your writing process that you're not doing today?
High Youth Unemployment in the U.K.
The Story
Youth unemployment jumped to over 900,000, the highest since 1992. One out of 5 people aged 16-24 is now out of work.
Discussion Starters
- What advice would you give young people in the U.K. in seeking employment? Focus, particularly, on how people can differentiate themselves in a competitive market. And what can unemployed young people do while not working (in addition to looking for a job, of course)?
- Have you ever looked for a job or internship and had difficulty finding one? In the end, what did you learn from the experience? If you ultimately did get a job, how did it finally happen?
Assignment Ideas
- Research differences between U.S. and European employment communications. For example, what are the differences between a resume and a C.V. for business jobs? What other differences would you expect, knowing about each culture? Assume that a friend or colleague is exploring job opportunities in Europe. Write an email to him or her summarizing your findings.
- Imagine that you're applying for a job in the U.K. If you have a U.S.-centric resume, adapt it for a European company.
Steve Jobs Announces Another Medical Leave from Apple
The Story
After pancreatic-cancer surgery and a liver transplant, Steve Jobs is again battling his health. In a short email to employees, Jobs confirmed that he'll take another medical leave, while continuing as CEO to make "major strategic decisions for the company."
Discussion Starters
- What is your assessment of Jobs' email to employees? Some analysts thought the email sounded negative, as if Jobs were unsure about when -- or whether -- he would return to the company. Do you agree? Why or why not?
- Compare this email to a previous email sent by Jobs. What, if any, differences do you see? What could account for these differences?
Assignment Ideas
- Evaluate how Jobs' announcement affected Apple stock in the short-term. The news came on a federal holiday (Martin Luther King, Jr. Day), so the U.S. markets were closed, but how did the rest of the world respond? And what, if any, impact did the stock see the next day, when the U.S. markets opened? From this example, what conclusions can you draw about communicating bad news?
- Rewrite Jobs' email to thwart criticism that it sounded too negative.
Chevrolet Celebrates MLK Day with Social Media Tribute
The Story
To celebrate Martin Luther King, Jr. Day, Chevrolet has a social media campaign, the MLK Reading Project. People can read and record Dr. King's words in their own voice. The project also includes videos of people saying Dr. King's words.
Discussion Starters
- Guess what percentage of U.S. companies close on MLK Day. (Hint: The percentage has been about the same for the past five years.)
- What are the arguments for and against celebrating by closing a company for the day?
- What are the downsides of Chevrolet's project? Do you think the campaign was a good choice for the company? Why or why not?
Assignment Ideas
- Contribute to the project: record yourself speaking Dr. King's words.
- The federal Office of Management and Budget reminds us that, as a holiday, MLK Day should be a "day on" of service rather than a "day off." If you don't have to work or go to school on MLK Day, think about some way that you can serve your community. Plan for next year if it is too late this year.
- Imagine that you work for a company (or attend a college) that does not celebrate MLK Day by closing. Write an email to the president of your company or college encouraging him or her to join the organizations that observe the holiday. What arguments would most convince the president?
Starbucks Reveals New Logo
The Story
Starbucks has a new logo, its fourth in the company's 40-year history. The logo drops the name and reflects a simplified design.
Discussion Starters
- How do you like the new logo compared with the previous logos?
- Read a post by CEO Schultz about the change. What does he say are the reasons for the new logo? What other reasons could the company have?
- In what way does the logo accomplish its purpose? How does it miss? Watch the video, below, about the logo. Evaluate this video according to principles in the book about oral presentations. What works well, and what would you have changed?
Assignment Ideas
- Imagine that you work for Starbucks as a graphic designer. Create a presentation template in PowerPoint, Prezi, or Google Docs Presentations. If you're using slides, include at least a title slide, master slide, and one page for the main slides that shows off the new logo.
- Create a handout that explains the new logo. Imagine that you're giving a presentation to store managers to explain the change. You'll give the managers the handout at the end of your presentation to them.
Jets Coach Rex Ryan, "Great Orator"
The Story
The New York Times reports that Rex Ryan, coach for the Jets, is lauded by the team as a "great orator -- part general, part politician, part football coach, a toastmaster at heart."
WARNING: LOTS OF CURSING! This video isn't for everyone.
Discussion Starters
- After watching one of Ryan's speeches, do you agree with the assessment that he is a great orator? Why or why not?
- What was the most inspiring speech you have heard? What did the speaker do or say to motivate you? In what ways was the speech meaningful for you?
Assignment Ideas
- Watch one of Ryan's speeches. What from his approach -- other than the cursing! -- could you incorporate into your business presentations? Identify 3-5 aspects that could work in more professional speeches.
- Imagine that you're trying to motivate a team of athletes to win an important game. Identify a scenario (the sport and why the win is important), and then prepare your extemporaneous speech by writing an outline. Deliver your speech to the class. After the speech, discuss how you could include some aspects of a motivational speech for athletes into your business presentations.
University's List of Banished Words Includes "Fail"
In an attempt to stop the "Mis-Use, Over-Use and General Uselessness" of certain words, Lake Superior State University publishes an annual List of Banished Words. Topping this year's list are "viral," "epic," "fail" (sorry, only as a noun), "wow factor," "a-ha moment" (perhaps in honor of Oprah's retirement), "back story," "BFF," and "man up."
Discussion Starters
- How do you feel about these words? Should they be "banished" (or curtailed), or are they harmless?
- Which of these words are you surprised to see? Which are not surprising?
Assignment Ideas
- Identify which of these words would be problematic in business communication. Use the barriers to communication described in Chapter 1 to explain your answer.
- In small groups, brainstorm a list of additional words that might make your own "banished" list. Which annoy you the most and why?