DeVos Steps Up About Formatting Rules

Devos

Two weeks ago, Upward Bound applications to help kids get into college were rejected for formatting errors such as line spacing. To protest, 32 members of the House of Representatives signed a letter asking the Department of Education to reconsider the grants that affected approximately 2,700 students; an excerpt is below.

Congress to DeVos

In response, Betsy DeVos, Secretary of Education, established a "new policy" that prevents program officers from using page limits and formatting as "mandatory requirements":

"Program offices may suggest page limits and formatting standards (such as font size, line spacing, and the like) but may not use ignoring these suggestions as a basis to reject grant applications."

In her letter, however, DeVos does not address the recently rejected applications.

Discussion:

  • What do you think DeVos should do at this point? What should she consider in her decision?
  • Assess the Representatives' letter. What principles of persuasion are used, and how could the letter be improved?
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Facebook Staffs Up

FB live videoFacebook is taking more action in response to criticism about fake news, offensive posts, and violent videos. The company will hire 3,000 more people to monitor videos, hoping to avoid another situation like the one when a man recorded himself murdering another man.

In a Facebook post, CEO Mark Zuckerberg wrote, 

"Over the last few weeks, we've seen people hurting themselves and others on Facebook - either live or in video posted later. It's heartbreaking, and I've been reflecting on how we can do better for our community.

"If we're going to build a safe community, we need to respond quickly. We're working to make these videos easier to report so we can take the right action sooner - whether that's responding quickly when someone needs help or taking a post down.

"Over the next year, we'll be adding 3,000 people to our community operations team around the world -- on top of the 4,500 we have today -- to review the millions of reports we get every week, and improve the process for doing it quickly."

COO Sheryl Sandberg commented on the post: "Keeping people safe is our top priority. We won't stop until we get it right."

Some say the move reflects Facebook's disappointment in artificial intelligence (AI). The long-term goal is to develop the technology so it can adequately identify and remove inappropriate content. But that may be a way off.

Discussion:

  • Assess Zuckerberg's post. Who is the audience, and what are his communication objectives? What works well, and what could be improved?
  • What else, if anything, can Facebook do to address these serious issues?
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Integrity, 07: Persuasive Amy Newman Integrity, 07: Persuasive Amy Newman

Sunny Co. Renegs on a Freebie

Sunny CoBe careful about offering unlimited free items. Sunny Co. Clothing company learned this lesson the hard way when it posted a message on Instagram.

Naturally, nearly "everyone" reposted the image hoping for a free suit, and people complained about their feeds being over-run with red bathing suits.

The company eventually posted some rules: "Due to the viral volume of participants, we reserve the right to cap the promotion if deemed necessary." They also warned of delays because of the "overwhelming volume of orders."

One good thing did come from the situation: Sunny Co.'s followers increased from 24.1 to 458,000. Now, whether that translates into sales is another question.

Discussion:

  • The company could have had some fun with this. What ideas do you have?
  • Should they have known better, or was the outcome too hard to predict?

 

 

 

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LinkedIn's Updated Terms of Service

LinkedIn-Groups-LinkedIn has updated its terms of service, including its privacy policy and user agreement. In an email to users and posted on its website, the company promises a shorter privacy policy that's easier to understand. Highlights follow:

  • Increased visibility of your LinkedIn profile
  • Easier to share accomplishments with your network
  • Productivity bots and similar tools to improve communication
  • Easily meet up with other members
  • Keep learning new skills on Lynda

We see some problems with this bullet list. Besides a lack of clarify of what's new, the items aren't parallel.

In the post, LinkedIn reminds us that the site is part of Microsoft even though these terms are separate.

Discussion:

  • Writing quiz: make the list items parallel. Also explain why this is important-or do you think it's too nitpicky?
  • Read the full post. What else could be improved?

Discussion:

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College Prep Denied for Failing to Double Space Applications

Upward Bound appDozens of colleges and organizations won't receive funding for Upward Bound programs because their grant applications failed to meet formatting requirements. The U.S. Department of Education, now led by Betsy deVos, rejected applications that would have served at least 2,400 low-income students who would have received tutoring and counseling to help prepare them for college.

Applications missed the requirements because they weren't double spaced, used the wrong font, or forgot other formatting details.

Although members of Congress have appealed to Department of Education representatives, the decision seems to stand. The acting deputy assistant secretary said, "A rule is a rule. . . . I, too, have to abide by the rules." One rule is for "no more than three lines per vertical inch." In one application, shown here, an infographic contained text spaced one-and-a-half lines apart instead of two.

Image source.

Discussion:

  • What's your view of this situation? Is the Department of Education being too harsh, or is "a rule a rule"?
  • How does this compare to grading of your writing assignments? Have you felt that instructors have been too nitpicky? What's the value of an instructor calling out formatting errors? 
  • The Chronicle says this decision doesn't seem motivated by the Trump Administration's cost-cutting plans. Still, what could be the political fallout if the Department of Education doesn't change its mind?
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Mall of America's Social Strategy

Mall of AmericaPR Daily News reports on Mall of America's successful "newsjacking," or taking advantage of news stories to promote business. Being close to the Mineapolis-St. Paul International Airport gives the mall the chance to lure travelers to shop when their flight is delayed.

Last summer, the mall wrote a blog post, "Flight delayed? 11 things to do at MOA," offering better options than wandering aimlessly like Tom Hanks in "The Terminal." Like a lot of malls these days (what's left of them), Mall of America is part amusement park.

Through social listening, the mall is responsive, but they also promote timely events, such as the mall's 25th anniversary, and greet people who announced celebrations at the mall. We can see the potential for creepiness here, but management believes people appreciate this.

The mall has a bunch of people writing posts, and manager Timothy Pate lets them have their own voice: "Mall of America happens to have a lot of quirky stories, and we aren't afraid to share those with our readers. We find when you really let your quirks shine through, readership goes up."

Image source.

Discussion:

  • From Chapter 3 in the text or from your own research, how would you define social listening?
  • I mentioned the concern about "creepiness." Where should social media managers draw the line? What are some examples of overstepping?
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United Announces New Policies

United actionUnited Airlines CEO Oscar Munoz has found some strength and a way out of the situation that angered so many around the world. The company admits that dragging a man off of a flight two weeks ago wasn't the best way to make room for four United employees.

The company has published "Changes We're Making" in an email to loyalty members, in videos, on its website, in a report, and in an interview with NBC News. The website statement begins as follows:

We are making changes to ensure that we always put customers first

By United Airlines

Earlier this month, we disappointed our customers and ourselves when a passenger was forcibly removed from one of our planes. We can never say we are sorry enough for what occurred, but we also know meaningful actions will speak louder than words.

We committed to take action as a result of this incident, and today marks the first step in changing how we fly, serve and respect our customers.

 In the email with the subject line, "Actions Speak Louder than Words," United summarized its most significant policy changes:

We will increase incentives for voluntary rebooking up to $10,000 and will be eliminating the red tape on permanently lost bags with a new "no-questions-asked" $1,500 reimbursement policy. We will also be rolling out a new app for our employees that will enable them to provide on-the-spot goodwill gestures in the form of miles, travel credit and other amenities when your experience with us misses the mark. 

The $10,000 offer for re-booking is particularly clever: it's a generous amount, and it's unlikely the airline will have to pay that much.

Meanwhile, the airline settled with Dr. Dao for an undisclosed amount. Good idea to end the nightmare. The last thing United needs is more publicity about the case.

Discussion:

  • How are they doing? Analyze the audience, communication objectives, content, and writing and presentation styles. Also consider the timing and policy changes.
  • Read the full report. Which principles of report writing are allowed, and what could be improved?
  • To what extent will these communications and policy changes affect United's image?
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Amy Newman Amy Newman

Heated Wells Fargo Shareholders Meeting

WellsThe annual Wells Fargo shareholders meeting was disrupted by angry shareholders wanting to understand how 2 million accounts were created without customers' knowledge and without the knowledge of senior leaders of the organization. One attendee shouted, "You did it that way and you allowed it to continue for years." Another yelled, "We elected you guys to protect us, to be our watchdogs, and you were not." Security removed three protestors.

Despite the protests, all 15 board members were re-elected, although some narrowly. The board's three newcomers, including the new CEO, Tim Sloan, won more support.

Sloan started the meeting with a promise to change:

"There is no doubt that the last seven months have been one of the most difficult periods in our company's 165-year history. I can assure you that we are facing these problems head-on and that Wells Fargo is emerging a much stronger company."

Board turnover will happen over time. Some directors are nearing the mandatory retirement age, and others may still be forced out. But for Brandon Rees, the deputy director of the A.F.L.-C.I.O.'s investment office, the change isn't coming quickly enough. The group holds 1.6 million shares of Wells Fargo, and Rees voted against all of the current board members:

"Fresh blood is needed to ensure that the board has sufficient independence. The narrow vote puts incredible pressure on some directors to reconsider their membership. I hope that by this time next year, we have a new slate."

In March, Gretchen Morgenson wrote a New York Times piece about the increasing number of online shareholders meetings. Partly for convenience, partly to skirt accountability and confrontations like this, more and more companies are holding web-based meetings. The director of an asset management group was quoted in her article:

"These are not management's meetings; they are the meetings of the owners of the company." Online-only events give company officials "tremendous power over controlling, censoring and really limiting the engagement of share owners with the board and management."

Image source.

Discussion:

  • Are you surprised at the board vote? Why or why not?
  • What's your view of the shareholders who spoke out? Were they inappropriately disruptive or just finding their voice?
  • What do you think of online shareholder meetings. When might they be appropriate or not?
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NYT Article About Uber CEO

Uber appA long New York Times article chronicles Uber CEO Travis Kalanick's rise to power and what has happened since. He certainly has built a successful company, but his leadership character is not ideal.

We have seen many reports of ignored complaints and executive departures and have seen the video altercation between Kalanick and an Uber driver. The latest report is about Uber's violation of an Apple rule against "fingerprinting." Uber was tracking iPhone users even after they deleted the Uber app.

The NYT tells of a meeting between Kalanick and Apple CEO Tim Cook in 2015. In the article, "Uber's CEO Plays with Fire," we learned that Cook summoned Kalanick to his office. Surprisingly, Kalanick "was shaken by Mr. Cook's scolding, according to a person who saw him after the meeting."

He should have been: if Apple decided to remove Uber's app from iPhones, the company could have lost millions of users.

Image source.

Discussion:

  • Although Kalanick may have been "shaken" by the meeting, it doesn't seem to have affected his leadership tactics. Do you agree, or is this too harsh?
  • Read the article. What else do you learn about Kalanick? How, if at all, does it change your impression of him as a leader?
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04 and 05: Writing | Designing Amy Newman 04 and 05: Writing | Designing Amy Newman

Poorly Written Shareholder Reports Reduces Value

PenA study found that poorly written shareholder reports cause stocks to trade at lower values. In an upcoming article in the Journal of Financial Economics, the authors describe their process for evaluating disclosure documents and the results:

Using a copy-editing software application that counts the pervasiveness of the most important ‘writing faults' that make a document harder to read, our analysis provides evidence that issuing financial disclosure documents with low readability causes firms to trade at significant discounts relative to the value of their fundamentals. Our estimates suggest that a one-standard-deviation decrease in readability decreases firm value by a full 2.5%. Our results are particularly strong in situations in which investors are more likely to rely on annual reports.

The study looked at closed-end funds, which have little public information and typically are owned by individual investors. So the authors mention the caveat, "We're actually not sure to what degree our findings extend to large, visible firms, such as Apple Inc."

Morningstar summarizes the significance:

Their data suggest that "higher readability generates more trust and higher perceived managerial skill," Messrs. Hwang and Kim say. They write, "When a firm's annual report becomes difficult to read, investors become suspicious, perceive the firm and its managers to be of lower quality or subconsciously develop negative sentiments."

"The results strongly suggest that investors value clear and concise communication," says Mr. Kim. "If annual reports or corporate disclosure documents are written in a complex way, investors will trade the firm at a discount."

The authors used the program StyleWriter, which I hope is better than Grammarly. I wrote an analysis of that software last year.

Image source.

Discussion:

  • The Morningstar article suggests avoiding these "traps": legal words, hidden verbs, passive verbs, overwriting and wordy phrases. What other advice would you offer authors of disclosure statements?
  • How do you think this study might translate to larger companies? What other factors are involved?
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Altercation on American

American AirEmotions are running high on airplanes. An altercation on an American flight-captured on video, of course-resulted in an employee's suspension.

Apparently, a flight attendant took a stroller forcefully from a woman, hitting her with it. The woman is seen crying, upset that the stroller also just missed her baby. The conflict arose because the woman wanted to keep the stroller with her in the back of the plane, and the attendant wouldn't allow it.

At some point, another passenger got involved and said to an attendant, "You do that to me and I'll knock you flat." An altercation ensues and the flight attendant can be heard saying back to the passenger, "Hit me! Come on, bring it on."

After the United incident when a man was dragged off the plane, American Airlines had to take decisive action. The airline suspended the employee, upgraded the woman and her family to first class on their next flight, and issued a statement:

"We are deeply sorry for the pain we have caused this passenger and her family and to any other customers affected by the incident."

The Association for Professional Flight Attendants (the union) spoke out against American Airlines for acting too quickly. Instead, the president blamed airline conditions, such as shrinking seats and overcrowding, for part of the issue. 

Image source.

Discussion:

  • Have we all gone mad? Who are the actors in this play, and what responsibility does each hold? In other words, could this scene have been avoided?
  • Assess the airline's response. To what extent do you think the United incident affected the response? Either way, did the company respond appropriately?
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Amy Newman Amy Newman

Fox News Forces Bill O'Reilly Out

Bill-OReilly-FoxAfter weeks of reports that Fox News settled sexual harassment claims with several women, Fox News anchor Bill O'Reilly is forced out of the company. After $13 million in payouts, additional women came forward, including two who hadn't received settlements and therefore could speak openly.

Pressure was on Fox News when more than 50 companies pulled advertising from the network. Parent company 21st Century Fox, owned by the Murdoch family, issued a brief statement:

"After a thorough and careful review of the allegations, the company and Bill O'Reilly have agreed that Bill O'Reilly will not be returning to the Fox News Channel."

In addition, James Murdoch answered questions a short response: "We did a thorough investigation, a thorough review, and we reached a conclusion. Everything that we said in our statement is all you need to know."

In his own statement, Bill O'Reilly defended himself and blamed his celebrity.  Bill O'ReillyImage source.

Discussion:

  • Analyze Fox News and 21st Century Fox's responses in this situation. What did they do well, and what could be improved? What's your view of the companies' actions? Were they too slow, did they cave to advertisers, or something else?
  • Should Bill O'Reilly say anything different in his own response?
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Adidas Apologizes for Congratulatory Message

Adidas
Adidas

Adidas may need a better review process. After the Boston Marathon, the company sent a congratulatory email about "surviving" the marathon, not thinking about the terrorist attack four years ago. During that event, two bombs killed three people and left several hundred injured.

The subject line to the marathoners read, "Congrats, you survived the Boston Marathon!"

Outrage was swift. People immediately saw that Adidas hadn't posted this intentionally but had failed to consider the connection and potential reaction. 

The apology also came quickly and did the job. Admitting that "no thought was given to the insensitive email subject line," the company didn't make excuses or apologize "if we offended anyone"; they said plainly that it was insensitive.

Discussion:

  • Are people too sensitive, or was this a real gaffe?
  • How does a mistake like this happen?
  • What makes this an effective apology?
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Choate Apologizes for Sexual Abuse

Choate
Choate

Private school Choate Rosemary Hall, in Wallingford, CT, has uncovered sexual abuse by 12 faculty members. According to a report commissioned by the board of trustees, abuse going back to the 1960s was mishandled:

"Sexual misconduct matters were handled internally and quietly. Even when a teacher was terminated or resigned in the middle of the school year because he or she had engaged in sexual misconduct with a student, the rest of the faculty was told little and sometimes nothing about the teacher's departure and, when told, was cautioned to say nothing about the situation if asked."

Some faculty were given recommendations to transfer to other schools.

In a "Message to the Choate Rosemary Hall Community," posted on the website, the board chair and headmaster review the facts, thank the victims for coming forward, apologize, and promise action. The school hired Rape, Abuse & Incest National Network (RAINN) to review its policies and make recommendations. One conclusion in the letter follows:

RAINN has noted the strength of Choate's current confidentiality, amnesty, retaliation, and mandatory reporting policies; progressive training and education for students; and faculty and staff who are caring, empathetic, and supportive while preventing and responding to sexual misconduct on campus. Their recommendations call for continued codification of policies and procedures for reporting and investigating incidents, further review and refinement of adjudication processes, and additional training for faculty and staff who respond to incidents of sexual misconduct. We believe a commitment to constantly improving standards will provide more understanding and protection for our students.

Discussion:

  • I'm skeptical reading the excerpt above. So, your policies are great? You just need to follow them? And of course, you need to do training, which everyone seems to say in these situation. Read the entire letter and form your own opinion. Am I too harsh?
  • Should Choate have this letter prominently on its website? I followed a link from The New York Times, but I don't see any reference to the statement. What are the arguments for and against posted something, say, on the home page?
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Accountability, 07: Persuasive Amy Newman Accountability, 07: Persuasive Amy Newman

Facebook Responds to Video of a Murder

FB imageFacebook is on the defense after a video of a murder was posted to the site. Steven Stephens filmed himself shooting a 74-year-old man for no reason except a dispute with his girlfriend, and he said it was his fourteenth killing. Stephens shot himself as police where closing in after a tip from McDonald's drive-thru employees.

Facebook is criticized for taking more than two hours to remove the video. CEO Mark Zuckerberg extended his sympathy to the victim's family: "Our hearts go out to the family and friends of Robert Godwin Sr., and we have a lot of work - and we will keep doing all we can to prevent tragedies like this from happening."

On its website, the company posted an article, "Community Standards and Reporting," about the incident and included a message from Zuckerberg. "Mark Zuckerberg, speaking at F8, Facebook's developer conference said today, 'We have a lot more to do here. We're reminded of this this week by the tragedy in Cleveland. Our hearts go out to the family and friends of Robert Godwin Sr. We have a lot of work and we will keep doing all we can to prevent tragedies like this from happening.'" The article also listed a timeline of events:

Timeline of Events
11:09AM PDT - First video, of intent to murder, uploaded. Not reported to Facebook.

11:11AM PDT - Second video, of shooting, uploaded.
11:22AM PDT - Suspect confesses to murder while using Live, is live for 5 minutes.
11:27AM PDT - Live ends, and Live video is first reported shortly after.
12:59PM PDT - Video of shooting is first reported.
1:22PM PDT - Suspect's account disabled; all videos no longer visible to public.

Here's Facebook's commitment to improving its process: 

In addition to improving our reporting flows, we are constantly exploring ways that new technologies can help us make sure Facebook is a safe environment. Artificial intelligence, for example, plays an important part in this work, helping us prevent the videos from being reshared in their entirety. (People are still able to share portions of the videos in order to condemn them or for public awareness, as many news outlets are doing in reporting the story online and on television). We are also working on improving our review processes. Currently, thousands of people around the world review the millions of items that are reported to us every week in more than 40 languages. We prioritize reports with serious safety implications for our community, and are working on making that review process go even faster.

Keeping our global community safe is an important part of our mission. We are grateful to everyone who reported these videos and other offensive content to us, and to those who are helping us keep Facebook safe every day.

Image source.

Discussion:

  • In the post, Facebook says it disabled the man's account 23 minutes after the video was reported. What do you think of that time frame?
  • According to the post, the first video, in which Stephen says he plans to kill, wasn't reported until 1 hour and 50 minutes after it was posted. Why do you think it took so long?
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Snapchat Is 'Only for Rich People'?

Snap
Snap

In 2015, did Snapchat founder Evan Spiegel say the app is "only for rich people" and that he didn't "want to expand into poor countries like India and Spain"? That's the claim by a former employee who is suing Snap Inc. for wrongful termination. Anthony Pompliano alleges he was fired after accusing the senior leadership team of inflating app metrics before the IPO.

Snapchat poor
Snapchat poor

Pompliano says the company falsely advertised the number of daily active users (DAU), violated a non-solicitation and non-compete agreement, and exaggerated growth and retention data. Pompliano claims that Speigel's response about poor countries came when he suggested going into international markets to expand the user base.

A representative for Snap responded:

"This is ridiculous. Obviously, Snapchat is for everyone! It's available worldwide to download for free. Those words were written by a disgruntled former employee. We are grateful for our Snapchat community in India and around the world."

Snap doesn't deny data discrepancies, but says they aren't as significant as Pompliano claims. Pompliano contends that the discrepancies indicate "a wide-spread, systemic failure in Snapchat's internal controls over its user data." A Fortune article warns that questions about user registrations and engagement could be important to investors, who bought stock in what Fortune calls a "giant IPO" that "just proved we're in a tech bubble."

Discussion:

  • Let's assume Spiegel made those comments. Do you find them offensive, taken out of context, or something else?
  • How well did Snap handle the response?
  • How serious are Pompliano's claims? What effect, if any, do you think they might have on investors?
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Sean Spicer Makes a Mistake

Spicerfour01232017getty
Spicerfour01232017getty

Another Hitler analogy gone awry? How is it possible? During a briefing with reporters, White House Press Secretary Sean Spicer compared the use of chemicals by Hitler and President Bashar al-Assad of Syria:

"We didn't use chemical weapons in World War II," Mr. Spicer said. "You know, you had someone as despicable as Hitler who didn't even sink to using chemical weapons."

When a reporter questioned the statement, Spicer may have made things worse:

"I think when you come to sarin gas, he was not using the gas on his own people the same way that Assad is doing."

He then said people came into "Holocaust centers."

He tried to fix it: "I was trying to draw a distinction of the tactic of using airplanes to drop chemical weapons on population centers. Any attack on innocent people is reprehensible and inexcusable, but that didn't do it." Finally, he gave a fuller apology during an interview, although The New York Times calls it "contrite."

Image source.

Discussion:

  • Where did Spicer go wrong? Do you find his comments offensive? Why or why not?
  • What's your assessment of his apology in the NBC News interview? Do you find it "contrite," as The New York Times says?
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Barclays Chief Tries to Find Whistleblower

James-Jes-StaleyThe Guardian used the word "hunt" to describe Jes Staley's search for an employee who tried to communicate anonymously with the board of directors to file a complaint about another employee. As the chief executive of Barclays, Staley tried to track down the author of the two letters and received help from internal security employees and a U.S. law enforcement agency.

In an email to employees, Staley explains his rationale for going after the whistleblower:

"One of our colleagues was the subject of an unfair personal attack sent via anonymous letters addressed to members of the Board and a senior executive of Barclays. The allegations related to personal issues from many years ago, and the intent of the correspondents in airing all of this was, in my view, to maliciously smear this person."

As a result of an internal investigation, Barclays officials said, Staley acted "honestly but mistakenly." He may, however, receive a smaller bonus. We also may learn more: three regulatory groups are investigating the matter.

Image source.

Discussion:

  • Read Staley's email to employees. What's your interpretation of his perspective? To what extent do you see his perspective?
  • What should the board of directors do at this point?
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United CEO Speaks Out

SW competitionAfter an insufficient apology, United CEO Oscar Munoz has changed his tune. In an interview with ABC News, Munoz said, "This first thing I think is important to say is to apologize to Dr. Dau, his family, the passengers on that flight, our customers, our employees. That is not who our family at United is. You saw us at a bad moment."

Munoz also changed his view of the passenger. In a letter to employees, he seemed to blame the passenger, but in the interview, he said Dr. Dau wasn't at fault at all, although he did pause before saying so.

When asked why he didn't communicate "that shame" (he said he was "ashamed"), Munoz said he wanted to get the "facts and circumstances first." He also said his words didn't reflect what they were really feeling.

He explained that the incentive model needs to be re-evaluated because it clearly works better before people have boarded. For the future, Munoz said they will never bring a law enforcement official on a flight to remove a paying passenger again.

Discussion:

  • How did Munoz do in the interview? What principles of crisis communication did he demonstrate, and where did he fall short?
  • What else should Munoz have said?
  • Analyze Munoz's delivery skills. How would you advise him to approach future interviews?
  • Southwest and other airlines are taking full advantage of the situation. What are the potential downsides of ads like the one here?
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United Drags a Man Off the Plane

United tail
United tail

I'm not sure United thought this one through; people have cell phones. The airline needed to free up four seats so their employees could to get to Louisville. Attendants offered $400 and $800 but couldn't get people to relinquish their spots. Four people on the plane were approached; three left "without incident," as The New York Times reports.

United CEO
United CEO

But the fourth wouldn't budge. He said, "I'm not getting off the plane. I'm a doctor; I have to see patients in the morning." The Times reports the airline's perspective:

Charlie Hobart, a United spokesman, said in a telephone interview on Monday that "we had asked several times, politely," for the man to give up his seat before force was used.

"We had a customer who refused to leave the aircraft," he said. "We have a number of customers on board that aircraft, and they want to get to their destination on time and safely, and we want to work to get them there. "Since that customer refused to leave the aircraft, we had to call" the police, and they came on board, he said.

The man was removed by force, dragged down the aisle, and eventually carried out on a stretcher. A video shows the man, somehow, back on the plane, clearly upset, saying, "I have to go home." In this video, we see that his mouth is bleeding.

United issued a short statement from CEO Oscar Munoz on Twitter. Although Munoz apologizes for "re-accommodating" passengers, no public apologies have been made to the man or other passengers as yet.

UPDATE: Munoz issued a longer statement and, as NBC News tweeted, "found new words like 'disturbed' and 'horrific event'": 

"The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened. Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way."

Spokesperson Megan McCarthy also said, "We recognize that our response yesterday did not reflect the gravity of the situation," Ms. McCarthy said. "And for that we also apologize. Our focus now is looking ahead and making this right. Judging from a letter Munoz sent to his employees, he may have been supporting them, protecting them. But customers must come first in a situation like this. Meanwhile, the passenger, Dr. Dao, has hired lawyers, four senior senators wrote United a chastising letter, and the company has lost $255 million in value. What may be worse (or perhaps, all for the best) are grumblings about potential disruptors for the commercial airline industry.

Discussion:

  • What leadership lessons would you like to teach United's staff? What crisis communications lessons could they learn?
  • Where did the airline go wrong? Try to identify all steps in the process.
  • What's your view of the response so far? Should United say more?
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