PR Firm Apologizes to Citizens of Hamilton, Ontario

It's embarrassing when a PR firm doesn't know the city its hired to represent. Dialogue Partners is trying to regain credibility for the company-and for the city of Hamilton, Ontario.

Contracted for $376,000, the Dialogue Partners began working on "Our Voice, Our Hamilton," a public engagement project. But the firm made several missteps that drew strong criticism from Hamilton citizens:

• On the Twitter account, @ourhamilton, a company representative asked "What is HSR?" The correct answer is, Hamilton Street Railway, the city's transit system, a basic fact that a PR firm should know. The firm said it just was clarifying information.
• Posted on the company's Pinterest board is a photo of Hamilton, Ohio, a long ways from Ontario. The firm said it didn't post the image.
• The firm's website displayed malicious comments, and the company blamed a hacker and took the site down temporarily.

Representative Sam Merulla called the company "a stranger to competence," is hoping to avoid paying the bill, and is planning to bring the campaign in-house.

Dialogue Partners has been listening and responding. In an open letter to Hamilton citizens, the firm apologized and asked for forgiveness: "We hope that you'll give this important conversation a chance." The company also posted a very long, explanatory blog post. A managing partner said, "We are humbled by the loudness of the voices we've heard. We totally want to acknowledge the missteps we've made."

Discussion Starters:

• How could the city have prevented this PR disaster?
• What could Dialogue Partners have done differently?
• Assess the firm's letter to citizens. In what ways does it work well as an apology letter, and in what ways could it be improved?

Subway Loses an Inch and Credibility

How many inches are in a foot? Eleven, according to a Subway customer in Australia and others who have posted similar photos of the "footlong" sandwich. The initial photo received more than 100,000 likes on Facebook, yet Subway was slow in responding.

It's unclear why Subway corporate didn't address comments on its Facebook page, but Subway Australia did post this response:

The company seemed to try a different approach in this statement to The Huffington Post:

"As you know, all of our sandwiches are made to order, and our bread is baked daily in every one of our more than 38,000 restaurants in 100 countries worldwide. We have policies and procedures in place to ensure that our products are consistent and have the same great taste no matter which Subway restaurant you visit.

"We have seen the photo you referenced of a Subway sandwich that looks like it doesn't meet our standards. We always strive for our customers to have the most positive experience possible, and we believe this was an isolated case in which the bread preparation procedures were unfortunately not followed."

Nice try, but this doesn't seem to address the many photos of 11-inch Subway sandwiches.

In a response to ABC News, Subway corporate reinforced the concept of the "footlong" not being a real measurement: "Most countries, such as Australia, follow the metric system so the term Footlong can only be used as part of a trademark." However, the spokesman did acknowledge, "Our global standard for a SUBWAY Footlong sandwich is 12 inches regardless of the restaurant's location."

The metric-system defense seems to contradict this 2008 commercial, clearly stating that a "footlong" is 12 inches.

The company probably want the whole issue to just go away. On its Twitter feed, Subway is promoting its role in The Biggest Loser and, still, the "footlong":

Discussion Starters:

• Some theorize that Subway's toasted bread shrinks, causing the final product to be only 11 inches. Do you buy this argument? If you think it has credibility, should Subway have incorporate this information into its statement? How could this have helped or hurt the company's position?
• What should Subway do on its Facebook page and Twitter feed to regain credibility?
• What if the company is skimping on its sandwiches? What would be an appropriate response in this case? What are the downsides of admitting this?

Another NRA PR Failure?

After its "train wreck" of a press conference, the National Rifle Association is taking heat for a commercial that mentions President Obama's daughters.

In response to the proposed gun control legislation, the ad accuses the president of protecting his own children but not the rest of the country:

"Are the president's kids more important than yours? Then why is he skeptical about putting armed security in our schools when his kids are protected by armed guards at their schools? Mr. Obama demands the wealthy pay their fair share of taxes, but he's just another elitist hypocrite when it comes to a fair share of security."

White House spokesperson Jay Carney called the commercial "repugnant and cowardly." Other critics, such as Republican New Jersey Governor Chris Christie, called the tactic "reprehensible."

In response to the criticism, NRA spokesperson Andrew Arulanandam said, "The president and his family enjoy 24-hour-security from law enforcement at taxpayer expense, and this ad asks very real questions: If it's good enough for the president, why shouldn't it be good enough for the rest for us?"

The NRA also issued a statement, focusing on safety:

"Throughout its history, the National Rifle Association has led efforts to promote safety and responsible gun ownership. Keeping our children and society safe remains our top priority."

 Discussion Starters:

• What type of reasoning is the NRA using in its commercial? Do you find it fair, out of bounds, or something else?
  
• To what audiences would the NRA's ad appeal? Despite the criticism, how do you think these groups reacted?
  
• Read the NRA's statement. What do you consider the strongest and weakest arguments?

Student's Bold Cover Letter Gets Surprising Results

A business communication instructor would not likely advise a student to write "feed you a line of crapp [sic]" in a cover letter, but for one student, the approach seemed to get good results.

Calling your university "average," offering to "fetch coffee," and admitting to having no "special skills"- these are not compelling reasons to hire a job candidate. But the letter has been forwarded among colleages at financial firms, and the comments are positive. Some call it one of the best cover letters they have ever seen. Wow.

The email comments are surprising, with investment banking managers apparently chomping at the bit to interview the student. Still, I can't say that I'll encourage students to use phrases like "would love nothing more than to learn from your tutelage." Tutelage?

Discussion Starters:

• What's your reaction to the cover letter?
• Why would banks, as traditionally conservative companies, be interested in meeting this student?
• What risks are you willing to take with your own employment communications? What would you consider over-the-top?

Lance Armstrong's Doping Confession

After years of denying using performance-enhancing drugs, Lance Armstrong has finally admitted to doping. Although already under a lifetime ban of participating in Tour de France events and stripped of seven of his Tour de France titles and lucrative endorsements, the cyclist had held fast to his message: "I have never doped." He even sued some of his accusers.

But during an interview with Oprah Winfrey, Armstrong has finally come clean. The interview will air later this week with more details of the confession.

Things may get even worse for Armstrong. The federal government may join a whistleblower lawsuit to recoup money paid to Armstrong by the U.S. Postal Service to sponsor his cycling team. And if he officially admits drug use to the  World Anti-Doping Agency, he may face more lawsuits and fines.

Questions remain, for example, whether Armstrong will implicate others and what they may face.

Discussion Starters:

• Why did Armstrong choose to confess now? Why did he choose an interview with Oprah Winfrey to tell us the news?
• When the interview is aired, pay attention to Armstrong's word choices and language. Analyze his approach and delivery. What makes him credible now-or not?

Coca-Cola's New Message: Helping to Fight Obesity

Since the summer, when Mayor Bloomberg limited surgery drinks sold in restaurants, at movies, and by street vendors in NYC to 16 ounces, Coca-Cola has been on the defense. Now, the company is positioning Coca-Cola products as part of an obesity solution.

In a press release titled, "The Coca-Cola Company Reinforces Its Commitment to Help America in the Fight Against Obesity," the company describes a new television commercial that aired on national cable news:

"A two-minute video, titled "Coming Together," debuts tonight on national cable news. The video encourages everyone to be mindful that all calories count in managing your weight, including those in Coca-Cola products and in all foods and beverages. Its purpose is to highlight some of the specifics behind the Company's ongoing commitment to deliver more beverage choices, including low- and no-calorie options, and to clearly communicate the calorie content of all its products."

In addition to the company's commitment to healthier products, the press release highlights programs and policies to encourage fitness and education about calories.

Another commercial, "Be OK," will air on American Idol. According to the press release, this ad "makes it perfectly clear right up front that a can of Coca-Cola has 140 calories. This spot also encourages people to have some fun burning those calories off."

When ABC News asked the company to comment, Coca-Cola referred the reporter to Russell Pate, a professor with Arnold School of Public Health at the University of South Carolina, who blamed the obesity problem on lack of exercise:

"I think we have millions of Americans trying to eat down to their level of inactivity, and it's not working well. I believe strongly we will have to increase the physical activity level of our population if we want to overcome the obesity epidemic that we are currently challenged by."

Related:
Coca-Cola's New Ad Campaign Desperately Downplays Its Role In The Obesity Epidemic

Discussion Starters:

• What's your view of Coca-Cola's new positioning? Do you buy the argument that the company is part of an obesity solution? Why or why not?
• Compare the two commercials. (Find "Be OK" on YouTube.) How do they differ? Why would one air on cable news and the other on network television? What messages is each conveying to what audiences?
• Review Professor Pate's CV. In what ways is he or isn't he a credible source for the ABC News story?

Samsung Tries Animal-Loving Ad

After an ad that drew the wrath of PETA, Samsung is trying a new approach.

In November, Samsung pulled an advertisement that compared old laptops to unwanted puppies-both presumably deserving to be shot. The commercial, "Don't Give up on Puppy Love," showed people attacking their computers, which had cartoon-faced puppies drawn over them. One of the commercial's creators at Viral Factory ad firm said, "We've made the decision to make the video private because it was clearly upsetting some people."

Samsung's new commercial features the EcoBubble Washing Machine. With its super green power (or something), the machine returns a brown bear into its polar bear roots.

I don't think it's very cute, but I guess it's better than shooting a puppy.

Discussion Starters:

• How do you think a company decides whether to pull an ad? What factors would contribute to such a difficult decision? 
• Identify examples of logic, emotional appeal, and credibility in the new Samsung ad. Does the company achieve the right balance and persuade you to buy the washing machine?

Jodie Foster's Emotional Golden Globes Speech

Jodie Foster, recipient of the Golden Globes 2013 Cecil Demille Life Time Achievement Award, had the audience in tears during her acceptance speech. Now 50 years old, Foster's career began when she was only three.

With a shakey voice near the beginning of her speech, Foster cued up a big announcement, which people long expected to be that she is a lesbian:

"I'm here being all confessional, and I just have a sudden urge to say something that I've never really been able to air in public, so a declaration that I'm a little nervous about, but maybe not as nervous as my publicist right now. Hi, Jennifer. But I'm just going to put it out there, loud and proud, right? So I'm going to need your support on this. I am... single."

....

"I hope that you're not too disappointed that there won't be a big coming-out speech tonight, because I already did my coming out about a thousand years ago back in the Stone Age, in those very quaint days, when a fragile young girl would open up to trusted friends and family and co-workers and then gradually, proudly to everyone who knew her to everyone she actually met,. "But now apparently, I'm told that every celebrity is expected to honor the details of their life with a press conference, a fragrance, and a prime time reality show. And you guys might be surprised, but I am not Honey Boo Boo Child. No, I'm sorry, that's just not me; it never was, and it never will be, but please don't cry because my reality show would be so boring."

Foster then talked about the challenges of being a public figure and maintaining a private life. She thanked her ex-partner and her two boys, who supported her during the speech.

Discussion Starters:

• What risks did Jodie Foster take in delivering this speech? What do you think were her fears?
• Why do you think she took as long as she did to come out publicly? Why did she choose this opportunity?

Another Airline "Breaks Guitars"

How is it possible for another airline to mishandle a customer's guitar AND the situation? Remember "United Breaks Guitars," the hit YouTube video and song that garnered over 12 million views?

This time, Delta disappointed Dave Schneider, guitarist and singer with the band The LeeVees. Trapping his (according to Schneider) $10,000 guitar between an elevator and a service-dock railing, the airline caused $1,980 in damage. Schneider wanted to carry on his guitar but was told that he had to check it. He described the ordeal in a YouTube video and on his Facebook page.

Although Schneider was offered $1,000, he declined, not knowing how much the repairs would cost. He completed online forms but didn't hear back from the airline until his story became public on Yahoo and other news sources. Then, the airline quickly responded, offering to replace his Gibson guitar.

Not to be outdone-or to miss a publicity opportunity-Gibson offered to replace the guitar with an anniversary issue guitar free of charge. Schneider was impressed: "We all know Gibson guitars rock. But at this moment, the Gibson company is rocking even harder than Pete Townshend's Les Paul."

Schneider mostly was disappointed with Delta's response: "I received quite a few apologies from different folks at Delta, which seemed a bit forced. But I will say that the last email, which I pasted below, was refreshingly genuine."

Mr. Schneider,

I want to further add apologies on behalf of myself and the entire Delta Executive Leadership team for the inconvenience and stress this situation caused. We are reviewing the series of events in full to ensure appropriate steps are taken to prevent future occurrences. Again, my sincerest apologies--please feel free to contact me directly if you would like to discuss further.

Jon Litzenberger

Delta Air Lines

Discussion Starters:

• What should Delta have done differently in this situation? What should the airline have learned from the United experience?
• Research Taylor Guitars' response in the United situation. How does Gibson's response compare? Which is more likely to win customers' favor? 

KFC: That's No Brain in Your Chicken; It's a Kidney

A 19-year-old musical theater student found what looked like a brain in his Kentucky Fried Chicken Gladiator meal. KFC assured him it was no brain-more likely a kidney.

Ibrahim Langoo took a picture of what he thought was a "wrinkled brain" and reported the incident to KFC:

"I have a habit of picking the chicken off the bone with my fingers, and as I pulled the second piece apart, I saw this horrible wrinkled foreign body.

"I threw it down onto my tray immediately. It looked like a brain. I suddenly felt grim and really sick.

"I couldn't bring myself to pick the lump up, so I went to the serving counter to complain.

"It was about 1pm and pretty hectic in the restaurant and as it was so busy none of the staff helped me."

KFC apologized:

"We always try to ensure the highest standards in all of our restaurants.

"Although we haven't received the product, it appears from a photograph that unfortunately on this occasion a kidney, and not a brain as claimed, was not removed in the preparation process.

"We're very sorry about Mr Langoo's experience and while there was no health risk, we agree it was unsightly."

The company also offered Langoo vouchers for free food in the future. But he says he's done eating at KFC.

Image source.  

Discussion Starters:

• How do you assess KFC's response? Do you admire the company's honesty, fault its reference to a kidney, or some combination?
• What else, if anything, could the company have done to handle the situation? 

Victims' Families Don't Appreciate Theater Invitation

The Century Aurora theater in Colorado, where 12 people were killed and 58 injured, reopened a few months after the horrific shooting incident. To encourage people to return, the theater sent invitations to the victims' families for a "special evening of remembrance," with a movie showing.

The families didn't appreciate the gesture. In a letter to the theater company, they called the invitation "disgusting" and "wholly offensive to the memory of our loved ones." Coming just two days after Christmas, the invitation stung even worse for some families.

To the Management of Cinemark USA, Inc.:

During the holiday we didn't think anyone or anything could make our grief worse but you, Cinemark, have managed to do just that by sending us an invitation two days after Christmas inviting us to attend the re-opening of your theater in Aurora where our loved ones were massacred.Thanks for making what is a very difficult holiday season that much more difficult. Timing is everything and yours is awful.

You (Cinemark) has shown, and continues to show, ZERO compassion to the families of the victims whose loved ones were killed in their theater. You, Cinemark, have never once reached out to the families to offer condolences.

This disgusting offer that you'd "like to invite you and a guest to a special evening of remembrance on Thursday, January 17 at 5 PM" followed by the showing of a movie and then telling us to be sure "to reserve our tickets" is wholly offensive to the memory of our loved ones.

Our family members will never be on this earth with us again and a movie ticket and some token words from people who didn't care enough to reach out to us, nor respond when we reached out to them to talk, is appalling.

You (Cinemark) refused our repeated invitations to speak parent to parent with no lawyers involved. Instead, we get invited to attend a "special evening of remembrance" at the very theater where our loved ones lay dead on the floor for over 15 hours. We would give anything to wipe the carnage of that night out of our minds' eye. Thank you for reminding us how your quest for profits has blinded your leadership and made you so callous as to be oblivious to our mental anguish.

We, the families, recognize your thinly veiled publicity ploy for what it is: A great opportunity for you to distance yourselves and divert public scrutiny from your culpability in this massacre.

After reading our response to your ridiculously offensive invitation, you now know why we will not be attending your re-opening celebration and will be using every social media tool at our disposal to ask the other victims to ask their friends and family to honor us by boycotting the killing field of our children.

Image source.

Discussion Starters:

• What's your view of the theater's invitation: a nice gesture, an insensitive ploy to recoup revenue, or something else?
• What could have been a better approach for the theater?
• How well does the families' letter express their perspective? What suggestions, if any, do you have for a revision?
• In the families' letter, they say that the theater has refused to meet with them. How, if at all, does this influence your perspective of the invitation?

Dr. Oz's Advice "Borders on Quackery"

Dr. Mehmet Oz was propelled into stardom by his popular appearances on The Oprah Winfrey Show. Now, he has his own television show, which seems to be an avenue for promoting strange products.

For business communication students, the example reminds us how important it is to check facts. Does the board-certified cardiothoracic surgeon not review research of the products he promotes?

Slate describes Dr. Oz's enthusiasm for garcinia extract, which he says will finally help people "burn fat without spending every waking moment exercising and dieting":

"He then told his audience about a 'breakthrough,' 'magic,' 'holy grail,' even 'revolutionary' new fat buster. 'I want you to write it down,' America's doctor urged his audience with a serious and trustworthy stare. After carefully wrapping his lips around the exotic words 'Garcinia cambogia,' he added, sternly: 'It may be the simple solution you've been looking for to bust your body fat for good.'"

But garcinia cambogia has been studied for more than 15 years, and a JAMA article calls its anti-obesity results no better than a placebo. One of the study's authors, Edzard Ernst, said the product could have negative gastrointestinal effects and told Slate, "Dr. Oz's promotion of this and other unproven or disproven alternative treatments is irresponsible and borders on quackery."

Educated at Harvard and the University of Pennsylvania, Dr. Oz presents himself as a credible source, but research does not support what he promotes. Slate compares more of Dr. Oz's recommendations to the "best available research." In most cases, his advice (e.g., to take zinc, Vitamin D, and DHA) doesn't match up. The so-called "Oz Effect"-people spending lots of money on products presented on his show-can be dangerous. As Ernst says, "Using bogus treatments for serious conditions may cost lives."

Image source.

Discussion Starters:

• Watch some of Dr. Oz's show. In addition to his status as a doctor, how else does he present himself as a credible promoter of these products. Pay attention to his language, dress, mannerisms, etc.
• Why do people so easily believe Dr. Oz? What is the audience's responsibility in the "Oz Effect"?

Facebook's App Has Security Problems

For the new year, Facebook posted a "Midnight Message Delivery" app for people to send notes when the clock struck 12. It was a cute idea, but the app was easily hacked.

A computer science student first discovered the security flaw. Jack Jenkins found that changing the message ID brings users to different messages intended to be private. For example, this message has a confirmation number at the end that can be changed easily: http://www.facebookstories.com/midnightdelivery/confirmation?id=76188.

Being able to read private messages was one issue; another was the ability to delete messages that people believed would be received.

Facebook has since disabled the app.

Discussion Starters:

• How does such a security flaw affect Facebook's credibility? To what extent could this affect people's trust in future Facebook apps?
• In addition to disabling the app, should Facebook post a message about the flaw? If so, what should the company say? 

Google Puzzles Build Search Skills

Want to hone your Googling skills? A Google-a-Day puzzle tests web search skills by presenting daily challenges for users. 

Winding up the year on December 31, today's puzzle is multi-layered for the diligent searcher. To tackle this question, we would first need to know for which play Neil Simon won a Pulitzer. Then, we can figure out the actor who won a Tony. Finally, we can ferret out the actor's older sister. Not too complicated, but as with any problem to be solved, breaking down the question is important before the searching can begin.  

Assignment Ideas:

• Try a few of the puzzles. How did you do? Compare your search process with those of your classmates. What strategies did you use to find the correct answer, and how successful were you?
• Write a few puzzles of your own, and have your classmates try to find the answers. Was the question clear? How can you make it clearer to avoid ambiguity?

Fallout and Predictions for Instagram

Last week, Instagram announced changes to its privacy policy and has since lost 25% of its users. The photo-sharing site, owned by Facebook, clarified its terms of service to be closer in line with Facebook's. Changes laid groundwork for advertising on the site:

"To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your user name, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you."

The new policy drew threats from Instagram heavy weights Justin Bieber and Kim Kardashian. #Boycottinstagram quickly gained momentum on Twitter.

In response, the company has apologized and reverted to its original terms of service.

Although Instagram is still bruised, at least one commentator is optimistic about the company and its quick growth to 100 million users.

Discussion Starters:

• What's your reaction to Instagram's first revision to its privacy policy?
  
• How well did the company recover from the criticism? What persuasive strategies did Kevin Systrom use in his blog post?

Herbalife's Unskilled Response to Criticism

After strong criticism of Herbalife, a multi-level marketing company, the CEO's response is wanting.

Bill Ackman, CEO of Pershing Square Capital Management, called the weight management and nutritional supplement company a "pyramid scheme." In a 334-slide presentation, Ackman explained why his hedge fund is shorting the stock, with a price of 0 and anticipation of the company's demise. Ackman said he felt so ,  "I don't want to make any money from this, 100% will go to the Pershing Square Foundation." 

Calling a company a "pyramid scheme" is a harsh blow. Such companies prey on people who buy into a business with little hope that they'll make any money. More typically, investors who buy in late lose everything.

The LA Times published CEO Michael Johnson's description of the company's reaction to Ackman's presentation:

"About 15 company officials, including Johnson, sat at a conference table in company headquarters and watched Ackman's presentation, growing angrier as he made his case.

"'There were a lot of cat-calls. He's not up to speed on the Herbalife of today,'" Johnson said. "'It was so filled with inaccuracies I haven't got the time. Our distributors get compensated for selling the product, not for recruiting.'"

Although Johnson said that the company would investigate the claims and respond in January, no other explanations or counterclaims were offered.

Discussion Starters:

• Review Ackman's slide presentation. What principles for visuals for an oral presentation does it follow? What are Ackman's strongest and weakest arguments? 
• How should Herbalife executives respond now?

Hitler Humor Falls Short

As it turns out, Hitler jokes can offend people. French bank BNP used a parody of Hitler from the movie, "Downfall" as a motivational video for employees. Some employees didn't find it funny.

A bank employee created the video, which was originally shown last year at a seminar for 100 international managers in Amsterdam. Apparently, it was uploaded to the company's intranet site for more employees to view.

Similar parodies have been used many times and are popular on the web, such as this example of Hitler's reaction to the iPad. The bank's version shows Hitler as a Deutsche Bank executive angry that competitor BNP is succeeding in the foreign exchange market.

It's possible that employees didn't know the history of the clip. Still, some had strong negative reactions: 

"We could not believe the bank had actually dared to do that-make an analogy between our competitors and the Nazi regime. It took us a few minutes to take it in."

"We were shocked. Nobody knew how to react. Some  Jewish employees from the United States did not find it funny at all."

Discussion Starters:

• How would you describe the bank's original intent of using the parody?
• Why do you think the controversy became public now, rather than after the seminar in Amsterdam last year?
• What's your view of how some employees reacted?

NRA Press Conference Called a "Train Wreck"

Words like "shameful," "disaster," and "mean-spirited, cold, and misguided" have described the National Rifle Association's press conference in response to the Newtown, CT, school shooting that left 26 dead, including 20 children.  

In a tone best left for a boardroom plea to fund a new product, NRA Executive Vice President Wayne LaPierre, as expected, defended guns. His focus, presented early in the conference, was how to "protect our children." The organization's ideas are to have "an active, national database of the mentally ill," armed guards in schools ("a police officer in every school"), and armed teachers and principals.

LaPierre blamed video games, the media's misrepresentation of guns, decreasing prosecutions of violent crime, and the "criminal class: killers, robbers, rapists, and gang members, who have spread like cancer."  Using questionable logic, LaPierre warned that another hurricane or terrorist attack could bring about a "recipe for a national disaster." At one point, LaPierre seemed to blame the Sandy Hook teachers, who tried to intervene but couldn't without guns. He said, "The only thing that stops a bad guy with a gun is a good guy with a gun."

The speech was interrupted by protestors carrying signs and yelling, "The NRA has blood on its hands."

LaPierre said, "While some have tried to exploit tragedy for political gain, we have remained respectfully silent." The NRA had issued a statement to this effect. However, critics say the organization's silence on social media this week was a mistake and point out the contraction of President David Keene's closing line: "This is the beginning of a serious conversation, but we won't be taking questions today." In fairness, he also said that the group will answer questions next week.

Discussion Starters:

• Who was LaPierre's intended audience? To what extent would the press conference have appealed to that group?
• What do you think were the NRA's communication objectives for the conference?
• To avoid criticism, what could have been a better approach for the organization?

Ten Jargon Words of 2012

PR Daily asked readers to report their top jargon words of the year.

The winners are:

• Game-changer
• At the end of the day (and its cousin, having said that)
• YOLO
• Epic
• Low-hanging fruit
• Value-add
• Impactful
• Utilize

Some of these are real hangers-on. We're not yet tired of "epic fail," for example? But others are newer-at least to me. YOLO suddenly seems more popular than Pinterest.

Image source: PR Daily.

Discussion Starters:

• What do these words mean? After you define each, try to find a substitute.
• What's the problem with overusing jargon? Is it a big deal at all?

Starbucks' Hashtag Backfires

Another company has had its Twitter hashtag hijacked. In a high-risk campaign, Starbucks asked people to use #spreadthecheer to have their holiday messages projected on a large video screen near the Natural History Museum in London at a public ice rink.

Unfortunately, the timing was off. Starbucks recently has been criticized for tax breaks in the UK. Tweets were less than generous.

• "I like buying coffee that tastes nice from a shop that pays tax. So I avoid @starbucks #spreadthecheer"

• "Tax paid: £8.6m. Additional tax paid to improve public image: £20m. Posting live tweets to a big screen: priceless. #spreadthecheer"

As The Consumerist wrote, "The people at Starbucks have apparently never used the Internet." It does seem that the company should have been more cautious, particularly given the tax issue.

So far, Starbucks has not commented on the failure. 

Discussion Starters:

• Read about other failed Twitter campaigns. What do these situations share in common?
• Should companies just stop using Twitter hashtags?