Hillary Announces Her Campaign for President

In a YouTube video, Hillary Clinton announced she will run for president in 2016.

The video is a fresh approach, but it's getting its share of criticism. A Washington Post article described the strategy:

"Notably, all the people in the video express cautious optimism about the next chapter in their lives. The key here is the tone. Over the weekend, the New York Times reported that Clinton's advisers, after pondering how to handle GOP efforts to link her to Obama, had concluded that her best bet is not to distance herself from Obama's record, but to praise the economic progress he has made, and promise a 'new chapter' designed to build on it, one focused on giving those "everyday Americans" a better shot at getting ahead."

Some see the video as too "corporate" and unclear. Others are surprised that she doesn't mention foreign policy, particularly because she was Secretary of State for five years and has plenty of international experience.

Her logo isn't going unscathed either. Critics say it looks like it was designed by a third-grader or in MS Paint. Others say it's reminiscent of a hospital sign or FedEx's logo.

Comparing her announcement for 2016 to 2008, we see clear differences in style and focus. Some contrast her focus on domestic issues now with the Iraq War in 2008. At the time, she was criticized for initially supporting the Iraq War, and some speculate that caused trouble for her in the race against President Obama. 

Discussion Starters:

• How would you describe the key messages of Clinton's 2016 campaign video?
• What's your view of the video? Assess the content, tone, graphics, and so on?
• What other differences between these two videos do you find relevant?

Clorox Apologizes for Emoji Tweet

Let's give Clorox's social media manager the benefit of the doubt: no harm was intended with this tweet about bleaching the new, diverse emojis. 

It took me too long to get the intended joke: the emojis are dirty?  

As you might guess, most people took the tweet to mean that darker skin should be whitened. Clorox's explanation doesn't help much: 

Music? Bathtub? Wine? Sorry, still confusing. 

Response tweets are much funnier: 

• I can DM my resume if yall need a new social media manager @Clorox
• .@Clorox social media meeting: "Hey, they added emojis with darker skin color!" "OK, COOL. Tweet a bleaching joke. Make it funny."

Discussion Starters: 

• Should the Twitter manager have known better? Is the insult obvious or not? 
• One person tweeted, "If you're offended by Clorox's tweet, just get off of social media and look for actual racism elsewhere. #IHatePeopleSometimes." What's your view?

Lord & Taylor Pays to Promote Clothes

An AdWeek article described how Lord & Taylor department store paid people to promote its clothes on Instagram. The campaign advertised a new Design Lab Collection and featured 50 women wearing one particular dress.

Lord & Taylor CMO Michael Crotty told AdWeek the purpose of the campaign:

"The program was designed to introduce Design Lab to this customer where she is engaging and consuming content every day. The goal was to make her stop in her feed and ask why all her favorite bloggers are wearing this dress and what is Design Lab? Using Instagram as that vehicle is a logical choice, especially when it comes to fashion."

This photo received more than 13,000 likes-a big number, even for a cute dress, which sold out quickly.

The strategy worked, but critics questioned whether the company "crossed the line" of ethics. According to Federal Trade Commission guidelines, companies and those who promote their products must make compensation arrangements explicit. Just as bloggers need to identify when they're paid, people posting pictures of themselves on Instagram need to reveal their relationship with the company.

An article in Marketing Land tells us more:

"That's a clear violation of U.S. Federal Trade Commission guidelines for digital advertising, says Ted Murphy, founder and CEO of IZEA, a company that acts as middleman between brands and social media influencers. The FTC rules state that when people are paid to post they must disclose that fact in a 'clear and conspicuous' way.

"'There's really no excuse for not disclosing that there's a material relationship there,' Murphy told Marketing Land. 'These FTC guidelines have been out there since 2009.'"

Following Marketing Land's article, some Instagram posts were modified to include "#ad," which could serve as disclosure of the paid relationship. Also, Marketing Land received this statement from Lord & Taylor:

"We are proud of this campaign and our partnerships but want to reiterate that our influencers were compensated by Lord & Taylor, as is customary in these types of programs. We are always looking for ways to improve our process and communications with our customers. We look forward to continuing to build great marketing campaigns."

Discussion Starters:

• What do you see as the purpose of the FTC guidelines? Do you think the guidelines apply in this case?
• How well did Lord & Taylor handle the criticism?

Starbucks Pays for College

Starbucks has announced a new College Advancement Program to pay for partners' (employees') education (read the press release). The initiative is a revised version of one revealed last summer, which was limited to juniors and seniors. Already, the program includes about 2,000 participants. Now, the program will expand to freshmen and sophomores, and courses are offered through  Arizona State University's online program.

A LinkedIn article describes CEO Howard Schultz' interest in offering assistance:

"My mother drilled into me that ‘you are going to college,'" says Schultz, who grew up working-poor in the projects of Brooklyn's Canarsie neighborhood. "So there was no way I wasn't going to college in some way. Second, she instilled in all of us this level of self-esteem that our station in life was not going to define us. That's the promise of America and the American dream was and is real. And I believe that today. That's why I fight so hard for the things that I believe threaten it. That the American promise, the American dream has to be available to everybody."

Unlike some tuition assistance programs, Starbucks' doesn't require people to stay with the company after they receive their degree.

Discussion Starters:

• The reaction has been almost entirely positive, unlike Starbucks' recent "Race Together" initiative. What's the difference here?
• If you were to criticize the initiative, what would you suggest that Starbucks change?
• Analyze the press release: content, organization, and so on.

RBS Executive Leaves After Snapchat Photos Become Known

Rory Cullinan, the chairman of the Royal Bank of Scotland's investment bank, will leave the company by agreement. The news followed shortly after Snapchat images became publicly known.

Last year, Cullinan sent his daughter Snapchats with captions saying, "Not a fan of board meetings xx," "Boring meeting xx," and "Another friggin meeting." Snapchats don't last-unless, of course, someone takes a screenshot and posts them to Instagram, as his daughter did, with the message, "Happy Father's Day to the indisputable king of Snapchat."

Cullinan was with the bank for six years but in his current role for only two months. The Telegraph reported that critics didn't think McEwan took his role seriously, particularly because the bank is mostly owned by the government. RBS CEO Ross McEwan gave this statement:

"We would like to express our thanks to Rory for his very significant contribution to the rebuild of RBS over the past 6 years. He has built and led APS, Non-Core, RCR and recently completed the very successful follow-on sale of Citizens post its IPO last year. We wish him every success in the future."

Cullinan said, "I am pleased and proud to have played a significant part in restoring RBS to a safe and sound agenda over the past 6 years. I wish all my colleagues continued success."

In his defense, someone wrote on the Telegraph site: "Personally I think any sane well adjusted adult would find those sort of meetings boring. If there any grounds for criticism it is that he didn't cut the number of unnecessary meetings typical in large banks."

Image source.

Discussion Starters:

• Was it the right decision for Cullinan to leave the bank after six years? Why or why not?
• What's your view of the comment about boring meetings in large banks?
• In what ways, if at all, does it matter that the bank is mostly government owned?
• Does anyone else find it strange for a father to send such messages to his daughter and for her to post them on Instagram? 

Report About Rolling Stone Article Causes Retraction

In December, Rolling Stone admitted failures in its damning article about a "culture of rape" at the University of Virginia. Now, following an independent report, the magazine has offered a full retraction.

The report was issued by a group at the Columbia University Graduate School of Journalism, hired to investigate the magazine's report. Concluding that Rolling Stone's investigation was "a failure that was unavoidable," the report identified terrible consequences of the article for the University and for the fraternity members who were accused. 

In addition, the report warns that the shoddy article may do further damage to rape victims:

"Erdely [the author] and her editors had hoped their investigation would sound an alarm about campus sexual assault and would challenge Virginia and other universities to do better. Instead, the magazine's failure may have spread the idea that many women invent rape allegations. (Social scientists analyzing crime records report that the rate of false rape allegations is 2 to 8 percent.) At the University of Virginia, 'It's going to be more difficult now to engage some people … because they have a preconceived notion that women lie about sexual assault,' said Alex Pinkleton, a UVA student and rape survivor who was one of Erdely's sources."

In part, the report identifies challenges in writing a good story: 

"There is a tension in magazine and narrative editing between crafting a readable story-a story that flows-and providing clear attribution of quotations and facts. It can be clunky and disruptive to write ‘she said' over and over. There should be room in magazine journalism for diverse narrative voicing-if the underlying reporting is solid."

Sabrina Rubin Erdely wrote an apology statement about her investigation and reporting: 

"The past few months, since my Rolling Stone article 'A Rape on Campus' was first called into question, have been among the most painful of my life. Reading the Columbia account of the mistakes and misjudgments in my reporting was a brutal and humbling experience. I want to offer my deepest apologies: to Rolling Stone's readers, to my Rolling Stone editors and colleagues, to the U.V.A. community, and to any victims of sexual assault who may feel fearful as a result of my article.

"Over my 20 years of working as an investigative journalist - including at Rolling Stone, a magazine I grew up loving and am honored to work for - I have often dealt with sensitive topics and sources. In writing each of these stories I must weigh my compassion against my journalistic duty to find the truth. However, in the case of Jackie and her account of her traumatic rape, I did not go far enough to verify her story. I allowed my concern for Jackie's well-being, my fear of re-traumatizing her, and my confidence in her credibility to take the place of more questioning and more facts. These are mistakes I will not make again.

"Reporting on rape has unique challenges, but the journalist still has the responsibility to get it right. I hope that my mistakes in reporting this story do not silence the voices of victims that need to be heard."

University of Virginia President Teresa Sullivan said the story "...did nothing to combat sexual violence, and it damaged serious efforts to address the issue. Irresponsible journalism unjustly damaged the reputations of many innocent individuals and the University of Virginia.  

Discussion Starters: 

• Some have reminded us that, although the story wasn't verified, some of the incidents described (or something else) may still have happened. How, if at all, is this relevant? 
• Erdely was not terminated from her position at Rolling Stone. Should she have been? 
• A writer for The New Yorker wrote a poignant summary of the situation. What else do you learn from reading this article?

"Tricky" Interview Questions

Business Insider has compiled "17 interview questions that are designed to trick you."

Depending on your experience and comfort level answering questions, you may find some easier than others. Of course, some of these, technically, would require a yes-or-no answer, but that's not the intent.

• Can you tell me about yourself? 
• How would you describe yourself in one word?
• How does this position compare to others you are applying for?
• Can you name three of your strengths and weaknesses?

• Why do you want to work here?

• Why do you want to leave your current job?

• What are you most proud of in your career?

• What kind of boss and coworkers have you had the most and least success with, and why?

• Have you ever considered being an entrepreneur?

• If you could work for any company, where would you work?

• Why were you laid off?

• What would you do if you won $5 million tomorrow?

• Have you ever been asked to compromise your integrity by your supervisor or colleague? Tell us about it.

• Can you give us a reason someone may not like working with you?

• Why have you been out of work for so long?

• How did you make time for this interview? Where does your boss think you are right now?

• Tell me about a time you disagreed with a company policy.

Image source.

Discussion Starters: 

• Which do you find most difficult and easiest? 
• Do you agree with Business Insider's advice for handling each question?
• With a partner, try to answer each question that is relevant to you. How do you do? 

Days Inn Explains Employee Separation

A Days Inn employee was interviewed by The Washington Post about wages and subsequently left or lost her job. The article was about the pending 25-cent wage increase. Days Inn and other employers, such as Wal-Mart, have promised small increases in hourly wages, particularly following protests from Fight for $15 and other organizations. 

Although Shanna Tippen said the increase would be helpful, but in the long-run, it was "not much difference" except for buying diapers: "The diapers, they're $24.98 at Wal-Mart." The article also quoted the Pine Bluff, Arkansas, Days Inn manager, Herry Patel, about the increase: "[The referendum] was bad.  Bad for Arkansas. Everybody wants free money in Pine Bluff."

After the story was published, Patel called the reporter to dispute the quotation, and Tippen called to say she was fired: "He said I was stupid and dumb for talking to [The Post]. . . . He said it was wrong for me to talk to you."  

Patel denied terminating Tippen. Rather, he said, "She walked out herself. I didn't fire her." Tippen reiterated her story to the Post author.

Wyndham, the Days Inn's operator, gave this statement to the Post:

"...while we do not control or oversee staffing decisions at our franchised locations, we do require that each independently owned and operated hotel comply with all local, state and federal laws, especially as it relates to employment practices. While we can't speak to the specifics of this or any particular situation at a franchised location, please know that ours is an organization which values and respects the contributions of all associates and that we encourage each of our franchisees to do the same."

Image source.

Discussion Starters: 

• Read more about the situation. Which version of the story do you believe?
• Did the employee make the wrong decision by talking to the press? She's out of a job now and desperately needs one. 

Companies Respond to Data Breaches

British Airways, GitHub, and Uber have responded to potential security attacks in different ways. 

British Airways' Executive Club members complained of unknown hotel bookings and phone number changes, but the company said only a few frequent flier members were affected. Critics say that BA shouldn't ask users to click a link to change their password, which is confusing because this is a common phishing scheme. The company sent an email to Club members. 

GitHub blamed China for a DDoS (distributed denial of service) attack, but a representative from the Chinese government denied the claim: 

"It is quite odd that every time a website in the US or any other country is under attack, there will be speculation that Chinese hackers are behind it. I'd like to remind you that China is one of the major victims of cyber-attacks."

Although users complained that their Uber accounts were hijacked, the company denied a breach: 

"We take any issue of this nature very seriously and after investigating have found no evidence of a breach at Uber.

"Attempting to fraudulently access and use Uber accounts is illegal and we notify the authorities about such activity.

"We would like to remind people to use strong and unique usernames and passwords and to avoid reusing the same credentials across multiple sites and services."

Discussion Starters: 

• Compare messages from British Airways (above), GitHub, and Uber. How do you account for the differences? Consider the industries, company culture, circumstances, and so on. 
• If companies such as British Airways shouldn't use an email link for people to change their passwords, what is a better approach?

AP Style Guide Updates

The AP Style Guide has provided new guidance on usage in several areas.

PR Daily summarizes the changes, and here are some of the highlights:

• In the sports chapter are changes for several sports. Advice includes avoiding exaggeration: ("A team losing a game is not a 'disaster'") and using lower case for skating moves even if they're named after someone.
• You may write BLT without defining the ingredients.
• Although climate change is more accurate, global warming may be used interchangeably. 

• The guide suggests  avoiding "the term committed suicide except in direct quotations from authorities." 

  Instead, write "killed himself, took her own life or died by suicide."

Discussion Starters: 

• Who uses the AP Style Guide, and why are these changes important?
• The Guide's Facebook page suggests writing "April Fools' Day." What do you think? 
• Notice that the last bullet, above, includes a quotation from the experts but no serial (or Oxford comma). Explain! 

More Hijacked Hashtags

Sure, social media is all about engaging your audience, but companies might stop trying to do so with Twitter hashtags. Two more companies' campaigns fell prey to hijacking: SeaWorld (again) and Mall of America.

In yet another attempt to improve its image, SeaWorld started #AskSeaWorld. Maybe the company should have known better: the promotional tweet, "Love #dolphins?" turned into an opportunity for people to bash SeaWorld's treatment of orca whales. 

#AskSeaWorld also created a chance for people and organizations, such as People for the Ethical Treatment of Animals, to criticize the company. Slate called the campaign "a terrible idea":

"Let's be honest: This is all a very bad idea. The 'haters gonna hate strategy' is never particularly effective when you're a brand under fire, and while puppies might help, weird GIFs don't do much for the cause. So maybe SeaWorld's social and PR folks just really have no idea what they're doing. Even so, you'd think they'd have learned from the corporate failures before them. Twitter Q&As are a terrible idea. A well-meaning hashtag gives critics an easy way to assemble and voice their complaints in a public forum. Why companies still try them is a great mystery. Maybe they'll all finally learn from SeaWorld and give this one horrible PR trick up for good." 

Also this week, Mall of America in Minnesota started #It'sMyMall for people to post "moments and memories" about their experiences. But the group Black Lives Matter overtook the hashtag to recount a protest on December 20 when police charged people with trespassing.  

Discussion Starters: 

• Do you agree with Slate's summary of social and PR staff at SeaWorld? 
• When, if ever, should companies use a Twitter hashtag? What are the risks to consider? 

New SAE Statement

The national fraternity of Sigma Alpha Epsilon has issued a new statement about the racist chant caught on video at the University of Oklahoma.

At first, the national organization denied any connection: "...the national fraternity does not teach such a racist, hateful chant, and this chant is not part of any education or training." But an Oklahoma university report identified the source: 

"It was learned by chapter members on a national leadership cruise sponsored by the national organization of Sigma Alpha Epsilon," the university said in a brief report on the results of its inquiry into the episode. "Over time, the chant was formalized in the local S.A.E. chapter and was taught to pledges as part of the formal and informal pledgeship process."

In a new statement, SAE accepts the university's conclusion and promises its own investigation. 

SIGMA ALPHA EPSILON CONTINUES INVESTIGATION AND PROGRAM TO ELIMINATE RACIST BEHAVIOR

Fraternity Confirms Chant was Shared at Past Leadership Meeting

EVANSTON, IL – The Sigma Alpha Epsilon Fraternity (SAE) on Friday confirmed members of its former University of Oklahoma chapter likely learned a racist chant while attending a national Leadership School about four years ago.

However, Executive Director Blaine Ayers said the organization has no current evidence that the chant is widespread across the fraternity's 237 groups. Ayers said SAE continues its in-depth investigation of its chapters.

"We remain committed to identifying and rooting out racist behavior from SAE, and we are actively investigating all of our local organizations to determine whether there are issues in any other location," Ayers said. "We intend to conduct a thorough and complete investigation, and this will take time. However, we will share the results of our investigation when it is complete. Our current findings at the University of Oklahoma are similar to those announced on Friday by University of Oklahoma President David Boren. But our investigation to date shows no evidence the song was widely shared across the broader organization."

Ayers said he contacted Boren on Friday to acknowledge the university's investigation and to assure Boren that Sigma Alpha Epsilon is continuing its own investigation.

SAE invites hundreds of leaders annually to a six-day leadership retreat, where participants attend classes, seminars and other educational functions throughout the day and evening. While attendees have little social time, there are occasions when participants can gather socially.

Ayers said it is likely that during one of these social gatherings, some members shared the racist song that was recorded on video at the University of Oklahoma and shared through social media earlier this month.

SAE closed its Oklahoma Kappa chapter immediately after seeing the video and subsequently announced a four-point initiative – including an anonymous hotline, mandatory online sensitivity training, the hiring of a diversity-and-inclusion officer and the appointment of a national advisory panel on diversity and inclusion – to eradicate racism and other forms of discrimination from the fraternity.

"The song is horrific and does not at all reflect our values as an organization," said Ayers. "If we find any other examples of this kind of behavior currently occurring, we will hold our members accountable, just as we've done in Oklahoma."

On its Facebook page, SAE posted a picture and link to a Washington Post article about a diverse chapter at Midwestern State University. The fraternity also gave a news conference about its diversity initiatives. 

Discussion Starters: 

• Assess the tone, organization, and content of SAE's statement. 
• Do you believe the national organization's claim that the chant isn't widespread? 
• What's your view of the Washington Post article? How is it helpful and harmful to SAE's image? 

Germanwings' Communications About Flight Crash

A New York Times article, although still controversial, surmised the cause of the Germanwings flight crash over the French alps. Black box communications indicate that the plane colot barricaded himself into the cockpit to intentionally destroy the plane.

Updates on the Germanwings website have been steady since the crash was reported, with the most recent statement acknowledging reports of the colot's intention.

 

The home page of the website focuses on the incident. Simple text and no graphics appropriately reflect the severity of the situation.

In a news conference, a French investigator concludes that the colot is to blame. 

Discussion Starters:

• Assess messages from Germanwings. What works well about their statements, and what could be improved?
• The search continues for a second black box. What else, if anything, should the airline communicate at this point?

Announcing the Kraft Heinz Company

H.J. Heinz and Kraft Foods Group will combine into one big company. A press release describes the merger agreement:

PITTSBURGH and NORTHFIELD, Ill., March 25, 2015 /PRNewswire/ -- H.J. Heinz Company and Kraft Foods Group, Inc. (NASDAQ: KRFT) today announced that they have entered into a definitive merger agreement to create The Kraft Heinz Company, forming the third largest food and beverage company in North America with an unparalleled portfolio of iconic brands.

Under the terms of the agreement, which has been unanimously approved by both Heinz and Kraft's Boards of Directors, Kraft shareholders will own a 49% stake in the combined company, and current Heinz shareholders will own 51% on a fully diluted basis. Kraft shareholders will receive stock in the combined company and a special cash dividend of $16.50 per share. The aggregate special dividend payment of approximately $10 billion is being fully funded by an equity contribution by Berkshire Hathaway and 3G Capital.

The proposed merger creates substantial value for Kraft shareholders. The special cash dividend payment represents 27% of Kraft's closing price as of March 24, 2015. Also, by continuing to own shares of the new combined company, Kraft shareholders will have the opportunity to participate in the new company's long-term value creation potential.

A Reuters article explains the value of combining the companies: "Food industry experts see Kraft benefiting from Heinz's international presence, which generates more than 60 percent of its sales." The new company will address "sluggish demand" by offering more "organic or less processed" foods.

A Wall Street Journal article describes the cost-cutting plans, including losing "hundreds of management jobs."

The move will put several powerful brands under one umbrella. Of course, the jokes have started, such as the Facebook page, "Putting ketchup on your Mac and Cheese."

Source image.

Discussion Starters:

• Read the press release. How would you describe the key messages?
• What differences do you notice among the press release, Reuters article, and Wall Street Journal article? In other words, how do the companies' messages differ from what the press is reporting about the merger?

Starbucks Abandons "Race Together" Initiative

After heated criticism, Starbucks will end the company's attempt to discuss race at its stores. As part of the initiative, baristas were encouraged to write "Race Together" on customers' cups. 

People didn't react well, pointing to the company's lack of diversity in its own management team and questioning the authenticity of the initiative.

   

Comments were so harsh that Starbucks' head of communications deleted his Twitter page, which caused another round of criticism. 

In a letter to Starbucks partners, Chairman and CEO Howard Schultz wrote,

"This phase of the effort -- writing "Race Together" (or placing stickers) on cups, which was always just the catalyst for a much broader and longer term conversation -- will be completed as originally planned today, March 22."  

However, according to a New York Times article, the date hadn't been announced before now. 

Schultz also wrote, 

"While there has been criticism of the initiative -- and I know this hasn't been easy for any of you -- let me assure you that we didn't expect universal praise. The heart of Race Together has always been about humanity: the promise of the American Dream should be available to every person in this country, not just a select few.  We leaned in because we believed that starting this dialogue is what matters most.  We are learning a lot. And will always aim high in our efforts to make a difference on the issues that matter most."  

Discussion Starters: 

• What's your view of the initial campaign?
• Read Schultz's statement. Does it sound sincere?
• Was ending the campaign the right decision?

Sugarloaf Ski Lift Accident

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

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

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

On Twitter, the company posted only the tweet: 

Discussion Starters: 

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

PowerPoint Karaoke

A Wall Street Journal article described several PowerPoint shows that challenge performers to incorporate PPT images into an impromptu presentation. Called "PowerPoint karaoke" or "battle decks," the fun happens at Twitter, Wal-Mart stores, Abode, Zynga, and other companies.

At Adobe, an employee is given a topic, such as whales, 30 seconds before she gets up to speak for nine minutes. While speaking, she and the audience see random photos, such as bare-chested men, which she tries to incorporate into the presentation. 

Sammy Wegent started a company called "Speechless" to host similar PowerPoint events. Employees from Google, Adobe, and Airbnb have competed. The improv events provide levity to office workers who often have a love-hate relationship with the software.

Image source.

Discussion Starters: 

• In some respects, these presentations having nothing to do with PowerPoint. Do you see my perspective? 
• These events are just for fun, but what skills could employees build by participating? 
• Can you imagine yourself participating in one of these events? What would be easy for you, and what would be challenging?

American Airlines Refuses Refund for Parents of Deceased Child

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

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

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

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

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

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

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

Eventually, American Airlines came around:

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

Image source.

Discussion Starters:

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

Fraternity's Facebook Posts Cause Suspension

Penn State fraternity Kappa Delta Rho has been suspended and may face criminal charges because of Facebook photos. The images, posted to two "secret" pages, showed women who are nude, unconscious, or in other compromised states. Other photos revealed drug sales and hazing.

A cease-and-desist letter from the university's Interfraternity Council explains the decision:

"This action is being taken in response to the chapter hosting two private Facebook pages where highly inappropriate photographs were posted of activities, events, and comments that are in direct violation of the standards and values of a recognized student organization and/or fraternity at Penn State University. The State College Police have shared copies of photographs and communication that were posted on these Facebook pages with the Office of Student Conduct, the Office of Fraternity and Sorority Life, and the Interfraternity Council."

A statement from the university similarly condemns the action and explains the investigation.  

A New York Times article portrays student sentiment: "Students on this campus of about 47,000 were dismayed but unsurprised by the episode."

The incident brings new questions about how the University handles sex crimes. In 2011, football coach Jerry Sandusky was arrested for abusing boys while school officials, including famed coach Joe Paterno, kept silent.

Image source.

Discussion Starters:

• Consider Facebook's "Community Standards," updated just this week. Which are violated by the fraternity? 
• Assess the University's and Interfraternity Council's statements. Consider the main points, tone, organization, and so on. 
• Do you find the Sandusky situation relevant? Why or why not?

Facebook's Community Standards

Facebook provided more detailed "Community Standards," which include the social network's approach to government requests. Requests for data and to restrict content were up to 35,051 in 2014.

The new guidelines specify what's acceptable and unacceptable in four categories:

• Keeping you safe (e.g., self-injury, bullying and harassment)
• Encouraging respectful behavior (e.g., nudity, hate speech)
• Keeping your account and personal information secure (e.g., authentic identity, fraud and spam)
• Protecting your intellectual property.

The Community Standards are particularly relevant this week, as a Penn State fraternity was suspended for having photos of nude women and other offensive images on "secret" Facebook pages.

Discussion Starters:

• What is the purpose of the Community Standards? Identify three or four specific communication objectives. Consider all of Facebook's many constituencies. 
• Which of the Standards do you find most and least clear? 
• Assess the video above. What's your view of the content and graphics?