Winning Colorado Video Has Factual Errors

Whether you find the winning video about Colorado cute or dorky, it has several errors. The state ran a "We Love Colorado" video contest and selected a winner of the $1500 prize: "Colorado: The Musical." Sure, the state has a lot to offer, but the writers erred on these facts:

• "Colorado was the first state to allow women to vote." (That would be Wyoming.)
• "The cheeseburger was invented here in1935." (not verifiable)
• Delicate Arch is one of the photos shown (but it's in Utah).

Donald Zuckerman, director of Colorado's Office of Film, Television & Media, defended the video choice: 

"We don't have the manpower to check every fact and every new thing. What struck me about the video is that it was funny and fun and cute and that it may appeal to the general public."

Discussion Starters:

• How could the video writers/performers have done a better job of verifying their facts?
• Do you fault the government office for selecting this video, or do you understand the director's explanation? 
• Errors aside, do you believe the video does a good job of promoting Colorado and meeting the objectives of the "We Love Colorado" video contest?

Nivea Pulls Ad Considered Racist

It is a bit shocking to see a man holding just a head. As part of its "Look Like You Give a Damn" campaign, Nivea ran a image of a black man with short hair and no beard throwing what is intended to be his former self with longer hair and a full beard. The slogan reads: "Re-civilize Yourself."

Critics called the ad racist:

"Although Nivea has several other ads with the words 'Look like you give a damn,' and one where a white guy is holding a long-haired mask, none of them mention anything about civilization. The fact is, the ad itself is still racist even if it is part of a larger campaign. A person flipping through a magazine won't know the context. All they'll think of is a vicious stereotype of black people that still endures, and all they'll see is a black man trying to fit into a white world by shedding his former 'uncivilized' self."

Nivea quickly posted an apology on its Facebook wall:

"Thank you for caring enough to give us your feedback about the recent 'Re-civilized' NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company."

Discussion Starters:

• Do you consider the ad racist? Why or why not? If not, can you see why people may have been offended?
• How do you assess Nivea's response? Was apologizing the right thing to do, and is the company's FB wall post effective?

Madonna + Smirnoff Social Media Campaign

Smirnoff has turned to Madonna for its next big promotion. For its Nightlife Exchange Project, Smirnoff and Madonna are looking for "the world's best dancer." In a video advertisement, people are encouraged to "Represent your country on the world's stage."

Smirnoff's Facebook page is a flurry of activity, but at least one fan is looking for clearer communication: 

 Discussion Starters:

• How will Madonna and Smirnoff complement each other's brand? Consider the target market for each. What are the risks of this association to each brand? (Think Gilbert Gottfried for Aflac.)
• Given your experience and what you know about social media, do you think this campaign will be successful? Why or why not?
• What persuasive strategy (or strategies) is Smirnoff using by associating with Madonna?

Assignment Ideas:

• Rewrite the video script to promote the campaign. Include clearer instructions for fans like Victor.
• Explore Smirnoff's Facebook page for instructions about the dance contest. Identify three ways to make information more accessible to fans.

AP Issues Situational Style Guide for 9/11 Anniversary

Associated Press is known for its style guide to help journalists decide between "smart phone" and "smartphone," but now the organization has created something new: a so-called "situational stylebook" in preparation for the 10th anniversary of the 9/11 attacks. The Sept. 11 Style and Reference Guide may ensure that journalists writing about the events conform to certain standards, for example, "twin towers" (lowercase) and al-Qaida (pronounced al-KY'-ee-duh).

In addition to promoting consistency in writing style, the guide will help journalists accurately report about 9/11-related events. The guide includes common sense advice such as this:

"Do not make up names, however. There is no Boston Airport, for example. The Boston airport (lowercase airport) would be acceptable if for some reason the proper name, Logan International Airport, were not used."

The guide's timeline of events is also helpful; after all, it has been a decade since the events, and memories fade.

Discussion Starters:

• Looking at the AP Sept. 11 Style and Reference Guide, which advice do you think will be most important for people reporting about the 9/11 anniversary? 
• Does any of the advice surprise you? Why?
• For what other situations or events do you think a situational style guide might be useful?

Secret's Anti-Bullying Messages Are a Hit

Procter & Gamble's Secret deodorant is encouraging an end to "girl-to-girl meanness" with its "Mean Stinks" campaign. The brand created a Facebook page that has accrued more than 230,000 "likes" and has partnered with Amber Riley (Mercedes on the TV show Glee) to create this video:

The anti-bullying campaign seems to resonate with people and correlates with increased sales for Secret.

Discussion Starters:

• To what do you attribute the success of this campaign? In other words, why do you think this was successful?
• Compare this campaign to Old Spice's social media blitz. What parallels do you see, and where do you think Secret fell short? (This Old Spice video garnered almost 35 million views.)

Law Students Put Their Education to Work and Sue Their Schools

Law school graduates are seeking class-action status in a suit against their alma maters Thomas Cooley Law School and New York Law School. The plaintiffs claim the schools defraud applicants by overstating job placement rates. Apparently, included in some schools' employment rates are people in part-time jobs, temporary jobs, jobs that don't require a J.D., and fellowships sponsored by the school. The plaintiffs are seeking tuition refunds and changes in how employment numbers are reported.

To defend its data, Cooley issued a report (download) claiming, "Study Shows Lawyers Have One of the Highest Employment Rates of All Professional Occupations." Cooley has also responded with a lawsuit of its own against the plaintiffs' attorneys claiming defamation because of ads such as this:

Discussion Starters:

• Read more about the debate over statistics here. How do you assess the law schools' communication to students? Based on this information, do the plaintiffs have a case?
• Read the employment report issued by Cooley. What parts of the report do you find most and least convincing? 
• After reading the Cooley report, are you more or less sympathetic to the plaintiffs? In other words, how effective is the report in making the school's argument about employment? 
• Beyond the legal questions, and based on what you know from reading, do you believe these law schools are communicating ethically to applicants? Why or why not?

Strike at Verizon: A Look at the Data

Verizon is asking for concessions from the Communications Workers of America (CWA), and so far, management isn't getting any. The company claims that poor performance in its landline division makes costs unsustainable, but the unionized employees don't agree. To change the cost structure, Verizon wants to implement a pension freeze, reduce the number of sick days, and raise employee contributions to health care insurance.

Verizon CEO Lowell McAdam sent a letter (download) to all employees explaining the company's position.

In its statement, CWA says that Verizon's initial list of concessions hasn't budged since June 22, when union bargaining started. 45,000 employees are now on strike and cite the following "Verizon Financials" to support their case:

• 2011 annualized revenues are $108 billion and annualized net profits are $6 billion.
• Verizon Wireless just paid its parent company and Vodaphone a $10 billion dividend.
• Verizon's top five executives received compensation of $258 million over the past four years.

According to a New York Times article, management and the union disagree about benefits payouts to employees:

Union officials dispute the company's estimate that each employee receives $50,000 worth of benefits each year. In that number, the company includes $14,700 for medical and dental insurance, $10,900 for retiree health care and life insurance, $10,800 for pension and $7,500 for time off.

Union officials say total benefits average $25,000 a year. Mr. Kohl, the union official, disputed the $10,800 yearly figure for pensions, noting that Verizon's annual report said the company's 2010 contributions to the union's defined benefit plans "were not significant." Verizon officials said the $10,800 was an average annual amount.

Mr. Kohl also said the $10,900 retiree health care figure was greatly exaggerated, asserting that many retirees had worked years to pay for that care so the cost should not be attributed to current employees.

Mr. Kohl also quarreled with Verizon saying the value of time off - vacation, sick days and personal days - was $7,500. He dismissed that as double-counting because that number was already counted in wages.

Discussion Starters:

• Looking at the argument over employee benefits, whose version of the data do you accept?
• How convincing do you find the union's list of "Verizon Financials"? Do these numbers influence your thinking about whether the union should make concessions?
• The CWA refers to Verizon's annual report to defend its position that pensions should not be frozen. How do you interpret the note "were not significant" in the report? Is this a convincing argument?
• In CEO Lowell's letter to employees, what is his strongest argument? What is his weakest?
• What ethical issues do you see in this dispute? Do you side more with management or the employees in this case? Why?

Will New Facebook App Replace Text Messaging?

Facebook's new smartphone app, Facebook Messenger, allows Facebook users to text each other.  The app continues Facebook's move to replace other communications: Facebook Message, introduced in November, aims to be an email substitute. As Mark Zuckerberg said, "E-mail is too formal. . .Think of the friction of trying to think of the e-mail address and think of a subject line, write 'Hey Mom,' at the top and 'Love, Mark' at the bottom." With its capability for group texting, Facebook Messenger is also an attack on Google+.

Communication convergence may be inevitable -- at least Facebook would like it that way. According to Zuckerberg, "We are trying to make it so that people don't have to think about this stuff," Zuckerberg said. "We are trying to make sure a message doesn't go to five different channels." Facebook would like users to have all messages in one place -- a worthy goal -- but is Facebook the center of it all?

Discussion Starters:

• What are the implications of Facebook Messenger for business? How do you see business people using the tool, if at all? What programs may be developed for business people in the future?
• What is your experience with FB Messages and Messenger? In what ways do these apps save time or make messaging easier?
• How do you assess Facebook's promise to help users avoid sending multiple messages through IM, text, and email? Do the apps help choose the best option for a message (IM, text, or email)? What are the downsides?

Boeing 787 Dreamliner Ready for Service

Boeing's long-awaited 787 Dreamliner is ready for delivery to its first client, All Nippon Airways. At $20 million per plane, the Dreamliner uses 20% less fuel than its competitors, has cleaner cabin air, and debuts new lighting and design elements, such as button-controlled window lighting and touch-screen monitors for entertainment.

As expected, Boeing's press release fails to mention the years of delays. According to a Bloomberg report, the Dreamliner's delivery date had been pushed back seven times. A delay in January was caused by an electrical fire:

The setback follows a Nov. 9 electrical fire on one of the test jets that knocked out some controls and forced an emergency landing. Boeing suspended all Dreamliner flights for six weeks while it investigated the incident and redesigned parts of the plane. The first revised 787 was allowed to start flying again Dec. 23 for the company's purposes only.

Discussion Starters:

• Knowing the history of the Dreamliner, do you believe that Boeing's press release is appropriate? Why or why not?
• If you read believe the lines of the press release, do you detect any apprehension?
• What are the risks to Boeing if the Dreamliner is delayed again? How could the company handle the situation; for example, what rationale could the management team give to explain further delays?

Good Job News for IT Professionals

Despite the depressing economic news, tech hiring is booming. How does a $50,000 sign-on bonus sound? Trips, parties, and perks are in full force to lure potential candidates to technology companies such as Yammer and Dreamforce.For tech professionals, the unemployment rate is merely 3.3%, considered full employment by some. Jobs in high demand include "cloud computing engineers, security experts, and mobile developers as well as sales professionals in the technology industry" according to a BusinessWeek article. Some cities are seeing tremendous growth in tech jobs; tech hiring in Detroit, for example, has grown 66% as automakers use more sophisticated technology in cars and require specialized skills.

 Discussion Starters:

• How can technology job seekers distinguish themselves in this competitive market?
• How can you explain the boom in tech jobs when the rest of the economy isn't faring so well?
• Which perks do you consider most effective in attracting candidates to jobs? Which, if any, would be most likely to convince you to take a job?

Missouri Law Bans Teacher-Student Contact on Social Networking Sites

If you're a teacher in Missouri, don't "friend" a student on Facebook or follow a student on Twitter. These relationships are now banned. Supporters say that the new law protects students against harmful predators; opponents say that the ban limits teachers' ability to help students with everything from homework assignments to providing assistance during crises. Although email could be used for teacher-student interactions, some teachers want to communicate with students via Facebook because "kids are rapidly abandoning email," according to one educator (listen to the interview). 

Discussion Starters:

• What is your view of the new law? Do you believe this is a good thing, an obstacle to learning, or something else? What are the potential negative consequences of this law?
• What is your own experience with interacting with instructors online? In what ways have your interactions been beneficial -- or not?
• Do you see a difference between a student friending a teacher on Facebook and a teacher friending a student? Do you see a difference between being Facebook friends and following someone on Twitter?

Bloody Bandage Tests Pizza Hut's Response

In a classic case of apparent lack of company response, a customer went public with a distasteful story about Pizza Hut. The Wieczerza family ordered a pie from a NJ Pizza Hut and got a mouthful of bandage and gauze with droplets of blood. According to Mr. Wieczerza, after several attempts to have the company pay for a blood test, he decided to go public. Although the local store manager was apologetic, the couple said they tried to contact Pizza Hut's corporate offices more than 20 times and received no response.  The company did, however, reply to a News 10 request with this generic statement:

"The safety of our customers is our top priority. We take these matters very seriously and are conducting a thorough investigation of the alleged incident. We apologize for the inconvenience this has caused our valued customer."

One of customer's frustrations is the company's response that the dough from the customer's pizza didn't match a dough that Pizza Hut uses. As the customer said, "We didn't show anybody from Pizza Hut the pizza or the bandage and they basically called us liars. . . .I finally said enough is enough."

Discussion Starters:

• How do you assess Pizza Hut's response to the situation? What might be a more appropriate response?
• How can Pizza Hut best balance an apology with accepting blame? What if the story is a hoax?

Assignment Ideas:

• Write an apology letter to the Wieczerzas about the situation. 
• Write a public statement from Pizza Hut's spokesperson about the incident.

"Netflix Relief Fund" Video Parody

"Netflix has raised their prices. This is literally the worst thing that has ever happened to White people."

Jason Alexander stars in "Netflix Relief Fund," a video poking fun at customers' reactions to Netflix's recent price increase. (See story.) Comparing Netflix to Hitler, Alexander says that "tears are falling all over MacBook Pros and Pier One throw pillows all across this country today."

Netflix Relief Fund with Jason Alexander from Jason Alexander

Discussion Starters:

• How do you think this video came about? Who would have a stake in creating a parody like this?
  
• If you were Netflix's VP of corporate communication, what, if anything, would you do in response to this video? Before you answer, consider the heated customer reaction to the price increases over the past two weeks.

Using Amy Winehouse's Death for Small Business Advice

The Huffington Post is under fire for an article, "Amy Winehouse's Untimely Death Is a Wake Up Call for Small Business Owners."  According to blogger Tricia Fox, the 27-year-old British singer's death offers business lessons:

"For small business owners there is, however, a lot to be learned from Amy's untimely death.

"Although rarely referred to as such, most musical artists and celebrities are businesses in their own right. In fact, for all those detractors out there that say that being 'self-employed' is not a 'proper' business, think again. This successful business model is one that has been proven time and time again.

"But whether you are a pop star, a plumber or a business consultant, the same rules still apply: you are the product. And if that's the case, you are going to need to take really good care for yourself if you want your business to succeed."

Critics found little in common between Winehouse's death and running a small business and accused Fox of using the pop star's death for personal gain. Fox responded to criticism partly by citing cultural differences between the U.K. and the U.S.:

"For those of you who have been offended by my use of Amy Winehouse as an example, please accept my sincere apologies. Offence was never my intent. . . . Response to this blog in the U.K. has been positive. Response from the USA has been negative. I'm not sure why different nationalities have recieved [sic] the blog differently."

Discussion Starters:

• What is your reaction to the blogger's article? Do you agree with the criticism?
• Do you buy Fox's explanation of cultural differences? Why or why not?
• How could Fox have responded differently to the criticism?

"Gigs for Grads" Are Looking Up

Course Hero created this infographic to summarize recent research about college graduates' job prospects. You'll see quite a lot of good news according to the National Association for Colleges and Employers, including an average salary offer increase of 4.8% for 2011 grads. Also, the U.S. Bureau of Labor Statistics has identified several areas for large growth by 2018: education, business, multimedia and web design, nursing, and software engineering.

Discussion Starters:

• The infographic shows a discrepancy between growing fields and students' chosen majors. Does knowing that a particular area is expected to grow affect your choice of major? Why or why not?
• Eight of the ten highest paying jobs are in Engineering, but only 8.2% of undergraduates have chosen this major. Does knowing that you could have more income potential in Engineering than in your chosen field affect your career choice? Why or why not?

Layoffs to Begin This Week at RIM, Maker of BlackBerry

Research in Motion will begin laying off 10% of its workforce this week. This comes as no surprise to people watching the company: the BlackBerry has been losing smartphone market share and has dropped to second place after Google's Android. Also, RIM warned of lower revenues and announced layoffs (their "cost optimization program") last month.

Skeptics doubt that the layoffs will be an effective long-term solution for RIM:

Video source.

In a press release dated July 25, 2011, this is how the company explained the decision:

Cost Optimization Program
In addition to the management changes outlined above, RIM today provided further details on its cost optimization program, which is focused on eliminating redundancies and reallocating resources to focus on areas that offer the highest growth opportunities and alignment with RIM's strategic objectives.  The workforce reduction is believed to be a prudent and necessary step for the long term success of the company and it follows an extended period of rapid growth within the company whereby the workforce had nearly quadrupled in the last five years alone.

As part of this broad effort, RIM is reducing its global workforce across all functions by approximately 2,000 employees. RIM intends to notify impacted employees in North America and certain other countries this week. The remainder of the global workforce reductions will occur at a later date subject to local laws and regulations.  All impacted employees will receive severance packages and outplacement support. 

The size of this workforce reduction is in line with the preliminary estimate that was factored into RIM's full year financial guidance on June 16, 2011.  Following the completion of the workforce reduction, RIM's global workforce is expected to be approximately 17,000 people.  Additional information about the financial impact of this workforce reduction and other operating expense reductions will be communicated when the company reports Q2 results on September 15, 2011. As explained on June 16, 2011, any one-time charges associated with the cost optimization program are not included in RIM's Q2 and full year outlook, but will be identified and disclosed on September 15, 2011.

Discussion Starter and Assignment Idea:

• According to Chapter 1 of the text, what type of language is used in RIM's press release? What examples can you find of different barriers to communication?
• Rewrite this segment of the press release for employees. What would you say differently to internal staff who may be affected by the decision? When you're finished, exchange drafts with a partner. Which version do you prefer and why?

Bad News at Borders: All Stores Will Close

After filing for bankruptcy and failing to find a buyer, Borders will start liquidation. Currently the second-largest bookstore, employing 10,700 people, the company will close its remaining 399 stores. At its peak, Borders operated 1,000 stores and employed nearly 20,000 people. In the company's press release, Borders Group president Mike Edwards explained the decision: "We were all working hard towards a different outcome, but the headwinds we have been facing for quite some time, including the rapidly changing book industry, eReader revolution, and turbulent economy, have brought us to where we are now."

Discussion Starters:

• Read Borders' full press release. How do you assess the company's statement? Is this an effective bad-news message?
• On an open blog for Borders employees, we can read about employees' frustrations. If you were the VP of communication for Borders, what if anything, would you do in response to these comments?

Murdochs Testify Before British Lawmakers

During three hours of testimony, Rupert and James Murdoch responded to questions by UK parliamentary committee members. Questions focused on the phone-hacking scandal at a subsidiary of News Corp, the Murdochs' media empire. The questioning became tense at times, with lawmakers repeatedly asking the senior Murdoch questions, while his son attempted to respond, saying that he was more familiar with the situation.

At the beginning of the hearing, Mr. Murdoch senior said, "This is the most humble day of my life." Toward the end, the questioning was interrupted by a protester who threw a pie of shaving cream in Mr. Murdoch's face. (His wife sprung into action!) Clearly this is a difficult time for the chief executive.

Discussion Starters:

• After watching a few minutes of the hearings, what is your impression of the Murdochs' responses to questions? Compare and contrast the father's and the son's responses. How do you account for the differences?
• Read one analyst's perspective of the testimony (LA Times). After doing your own analysis, do you agree with this writer's summary?

How to Get People to Respond to Your Emails

The New York Times published an article yesterday, "Is Anyone There?" voicing the frustration that many of us feel when our emails go unanswered. There are no guarantees, but here are a few ideas for getting a response to your email:

• Use a catchy, specific subject line. These can be full sentences, for example, "Can you come to the meeting on Friday?" Consider including your entire message in the subject line and adding "[EOM]," meaning "end of message." This saves people having to open your message. (See SEND by Shipley and Schwable.)
• Make responding easy. Ask specific, easy questions that don't require a lot of reading or a complex answer. If you need more, schedule a meeting -- there's just so much email can do.
• Put your main point in the first sentence. Don't ramble with two paragraphs of background information before you ask for what you need.
• Focus on the reader. Consider what's important to the receiver -- why should he or she respond? "Please let me know whether I can contact Maryann directly. I want to save you the trouble, but I don't want to overstep either."
• Give a time frame for a response. "ASAP" means within 5 minutes to me, but may mean a week and a half to you. Try, "Will you please let me know by Tuesday, 7/16, whether this outline is on track, so I can finish the report by Friday?"
• Use short paragraphs and write concisely. Edit ruthlessly.
• Consider different colors and fonts to make your email skimmable -- within reason.
• Pick up the phone. Either as follow-up or {gasp!} in lieu of an email, trying calling someone instead. Email is the default medium for most business communication, but it's not the only choice.
• Send an IM instead. For quick questions, try for a quick answer.

Here are some more ideas, but reserve these for when you don't care too much about maintaining a relationship with the receiver:

• Send emails with a receipt. This is sure to annoy anyone into either responding or never opening another email from you.
• Send "Second Request" in the subject line. Truly overwhelmed emailers may appreciate this, but others will consider it an insult -- particularly if sent 3 hours after the original message.
• Copy someone important. This may inspire someone to jump in your behalf but also may embarrass someone into further non-response.

Sometimes, a non-answer is, in fact, an answer. If you don't hear back after an interview, yes, the recruiter is rude, but after a week or so, you probably have your response.

Discussion Starters:

• Have you sent email that didn't get a response? In retrospect, what could you have done differently?
• Have you ever ignored email sent to you? Do you consider it rude? Why or why not?

Videos for Chapter 5: Improving Your Writing Style

Just for fun: 

• "Real Marketing Genius" to illustrate overuse of jargon/buzz words.
• Scene from the TV show The Office to illustrate overuse of jargon.
• Weird Al's "Word Crimes."

Go to videos for Chapter 6.