Fixing Typos in Online Reviews May Improve Sales
The Story
New research shows that well-written online reviews -- even if they are negative -- may increase sales. At first, this may seem counter-intuitive. But the research proves an interesting point for business communicators: posts that are grammatically correct have more credibility. The discovery also has raised an ethical issue: should companies change online reviews, even if they edit them only for accuracy without changing the content of the review? By one estimate, Zappos, for example, has spent hundreds of thousands of dollars looking at 5 million reviews and has seen possibly millions in revenue increases as a result. Read more.
Discussion Starters
- How are you influenced by online reviews? Do you find well-written reviews more credible? Why or why not? Although the above (fabricated) example is poorly written, the customer rated the product with five stars. Would you find it helpful?
- Do you consider Zappos' corrections ethical? Use the ethical decision-making guidelines in Chapter 1 as your guide.
Assignment Ideas
- For quick editing practice, correct the above (fabricated) review. Perfect it so that, according to the research, more people will find it helpful.
- Do a few searches online for reviews of products you may consider buying. Which reviews do you find most helpful? Does the quality of the writing affect your perspective?
Beware of Document Leaks
The Story
The Wall Street Journal has created a website, SafeHouse, to solicit documents and databases. Billed as a way for the public to help the WSJ "uncover fraud, abuse, and other wrongdoing," the publisher is taking a WikiLeaks-like strategy to attract whistleblowers. Leaked documents make good news stories -- and create big headaches for corporate communicators.
Source: Disclose.tv - Wall Street Journal Opens A Wikileaks Type Site Video
Discussion Starters
- What do you see as the potential impact of SafeHouse (and other newspapers getting into the game) on corporations?
- How would you advise managers to avoid sensitive communications from getting leaked?
- If you uncovered wrongdoing at work, what avenues would you take to report the issue? What resources may be available within your company? What are the advantages and disadvantages of using these internal channels first?
Assignment Ideas
- Go to the SafeHouse website. How easy is it to upload information?
- On the new website, how are users assured anonymity? Explore the website to see the extent to which whistleblowers are protected.
- Imagine that you were the chief legal officer of a major company. Write an email to all employees to reinforce your communications policy. Using guidelines in Chapter 1 of the text, how can you remind people to protect their email and other communications?
Low-Salt Diet Study Stirs Up Debate
The Story
Contradicting previous research, a new study found that consuming less salt increased the likelihood that people die of heart disease. The study drew criticism from the Centers for Disease Control and Prevention, with one official saying, "At the moment, this study should be taken with a grain of salt." Ha.
Discussion Starters
- According to critics, the study was flawed, partly because of the small sample size and relatively young subjects, who, at an average age of 40, "did not have high blood pressure or cardiovascular disease." In what ways do you see these issues affecting study results?
- If you were a doctor, would you change your previous advice to patients and now encourage them to stop their low-salt diet? Why or why not? If not, what else would convince you that people should change their diet?
Assignment Ideas
- Working independently, find the study, published in the Journal of the American Medical Association on May 4, 2011, through your school library. In class, be prepared to discuss your search process: what tools did you use to find the article? As a group, discuss the search approaches that proved to be most successful.
- Read the full study. Identify what, if any, caveats the authors provide to temper their conclusions.
- Write a letter to the authors of the study to describe criteria for identifying subjects for primary research. What recommendations do you have for their future research?
Aflac Duck Returns
The Story
Aflac Insurance has a new voice of the duck. After firing Gilbert Gottfried for inappropriate tweets about the Japanese earthquake and tsunami, Aflac recruited a new voice. During the situation with Gottfried, Aflac made good use of the duck's Facebook page: apology, recruitment, and annoucement. The company made a splash with a new commercial. Watch below for the Dancing Duck with "new voice revealed."
Discussion Starters
- How do you assess the company's Facebook communication during Gottfried's termination and the new voice? What are the strengths of this approach, and what, if any, are the weaknesses?
Assignment Ideas
- In small groups, discuss Aflac's handling of the incident with Gilbert Gottfried and the recovery through Facebook. In what ways was FB an appropriate medium for the company's message?
- Consider the differences between the duck's FB page and Aflac's corporate FB page. Which is more effective and why?
Local Chamber of Commerce CEO Hides to Avoid Questions
The Story
Taking a page from former Alberta Health Services CEO's approach to media interviews, Dick Fleming avoided a reporter's questions by hiding in a hallway. Fleming, the president and CEO of a local Chamber of Commerce in St. Louis, refused to respond to repeated questions about his compensation package.
Discussion Starters
- In this article, we hear only one side of the story -- the reporter's perspective. However, based on this information, do you think the reporter's line of questioning is reasonable or not?
- Now consider the situation from Fleming's perspective. What justification does he have for avoiding this line of questioning?
- What are the consequences of the way Fleming handled the situation? How does this reflect on the Chamber of Commerce and on Fleming personally?
Assignment Ideas
- Write an email to Fleming recommending a different way for him to address similar situations in the future.
- Research possible responses for Fleming about his salary and bonuses. In other words, try to understand his perspective about the reporter's inquiry. With this information, role play a media interview with a partner in class. Try to address the reporter's questions more directly.
RIM CEO Stops Media Interview on Tough Question
The Story
If you don't like the question, just stop the interview. That seems to be the approach taken by Research in Motion (RIM) CEO Mike Lazaridis during a BBC interview. When the interviewer asked Lazaridis about BlackBerry security issues in India, Lazaridis seemed angry and said, "That's just not fair" and "Turn that off." He stopped the interview abruptly.
Discussion Starters
- A Yahoo! News article refers to the incident as "a textbook case on how not to act during an on-camera interview." What is your reaction to the video? Do you think the BBC reporter crossed a line with his questionning? Did Lazaridis act in RIM's best interest?
- How could Lazaridis have handled the situation differently?
Assignment Ideas
- In small groups, analyze the BBC interviewer's line of questionning. Given Lazaridis' reaction, how well do you think he handled the situation?
- In pairs, role play the interview. As Lazaridis, try to address the interviewer's questions differently. What can you say that might show RIM in a better light?
Department of Homeland Security Scraps Beloved Five-Color Terror Alerts
The Story
The federal government is finally scrapping its five-level, color-coded terror alert system in favor of a simpler, friendlier approach. The previous system, often mocked, as in the example below, will be replaced by a National Terrorist Advisory System. Through the new system, "alerts will include a clear statement that there is an 'imminent threat' or 'elevated threat'" and will be communicated through the Department of Homeland Security website and through social channels, such as the DHS Facebook page and Twitter. (The Twitter page had no tweets as of this writing, which, I suppose, is a good thing.) Mocking continues, for example, in the PC World article, "Tweet if you see Osama." This article refers to a 2009 April Fools' joke at Info World, which said that the Federal Emergency Management Agency (FEMA) would start allowing people to report emergencies through Twitter. Although not quite the same as this announcement of reports from the government on Twitter, the article is close enough to be funny.
Discussion Starters
- What has been your view of the previous five-color system? How does this system compare to other visual approaches, such as those discussed in Chapter 9 of the book?
- In what ways is the new system an improvement?
- Assess the government's use of social networks, such as Facebook and Twitter. Would you visit the new sites to find emergency information? Why or why not?
Assignment Ideas
- Write a report assessing the successes and failures of the previous five-color system. Read about the original intent of the previous system here. Also research articles about the system to get a comprehensive perspective of what has worked and what hasn't. In your report, recommend a new approach for the Department of Homeland Security, which may include the new plan as well as other ideas you have for communicating important information about threats.
- Imagine that you work for the Department of Homeland Security and have identified a threat: a potential terrorist attack in your hometown. Write a tweet (140 characters or less) to convey the threat to the public. You can invent whatever details about the situation you would like. Just be sure to balance seriousness with reassurance -- you certainly don't want people to panic unnecessarily.
Companies Send Email about Security Breach
The Story
Did you receive an email about a security breach? Epsilon, an email marketing firm, has reported that their contact list has been stolen. Epsilon sends emails on behalf of several large companies. Companies are responding in force, contacting customers to disclose what happened and to allay fears. According to these messages and Epsilon's press release, the impact on consumers is minimal.
Here are several emails sent by affected companies:
- What differences do you see among these emails, and why do you believe companies took these different approaches?
- Which version do you find most effective? Consider the type of company and its customer demographic as you decide which email works best; for example, what's the difference between Chase and JPMorgan Chase?
Assignment Ideas
- With a partner, choose two of these examples and compare them. Which do you think is most effective and why?
- Write your own version of an email for customers of a company. Choose a company and tailor the email to its customers.
- Research one of the companies that wrote an email. In a short written report, complete an audience analysis of the company's customer base. Given your analysis, recommend an approach for the company when communicating with these customers about the situation.
Fiesta Bowl Responds to Accusations
The Story
The Fiesta Bowl, a college football game, is charged with reimbursing employees for political contributions totaling more than $46,000. These employee donations -- and political fundraisers hosted at Fiesta Bowl facilities -- apparently violate federal election laws. A watchdog group has encouraged the Federal Election Commission to investigate the situation. CEO John Junker was terminated in light of other improper expenditures and reimbursements, including this example: "In March 2010, the bowl paid for $75 worth of flowers sent to an admissions official at University of Texas-Austin where Junker's daughter was accepted into the honors program." Read more.
Discussion Starters
- From your understanding of ethical decision making and gift giving, how do you assess the examples of impropriety at the Fiesta Bowl?
- What are the consequences of this situation for brands associated with the Fiesta Bowl: Tostitos and Frito-Lay? See the Bowl's sponsor page.
- Read the Fiesta Bowl's press release about the situation. What do you consider the most and least convincing arguments of this company's message?
Assignment Ideas
- Write a policy for giving gifts for Fiesta Bowl employees. Draft your own version first, and then search online for similar policies. Revise yours to include topics you may have missed.
- Write a shorter version of the Fiesta Bowl's press release for employees. How can you adapt this message for an internal audience?
- Review the full report and analyze the features, organization, and writing style. Write a memo to the authors with your analysis. What do you see as strengths of the report, and how can it be improved?
FTC Fines Company for Fake Reviews
The Story
The Federal Trade Commission has fined Legacy Learning, maker of instructional DVDs, $250,000. Legacy's affiliates are paid commission when consumers buy Legacy products. The complaint accuses these affiliates of writing misleading reviews to encourage consumers to buy the products. In these reviews, the affiliates failed to state that they were paid by Legacy. The ruling follows FTC Guides, updated in 2009 to apply to testimonial advertisements and bloggers, particularly for social media outlets.
- To what extent do you currently rely on reviews and other online posts when deciding whether to buy a product?
- How do you decide whether an online post is credible?
- Read the above summary of the FTC complaint (posted by the Bureau of Consumer Protection blog, a government website). After reading the sample reviews in the summary of the complaint, do you believe the FTC Guides are appropriate? Is the fine fair? Why or why not?
Assignment Ideas
- Write a letter to small businesses in your community to warn them about this issue. How will you explain the FTC ruling and encourage business owners to operate within the Guides?
- Working in small groups, identify criteria to determine the credibility of an online review. How can you assess objectivity? Or, what clues might tell you that a review is not objective?
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?