Developing Trust During the Pandemic
In his opinion piece, “How to Actually Talk to Anti-Maskers,” New York Times writer Charlie Warzel focuses on developing trust. He provides examples from previous pandemics and ways to encourage people to reduce spread of the disease.
Warzel explains the importance of empathizing with people and “meeting people where they are.” To meet resistance from people who don’t want to wear masks—and from those who may not get a vaccine when one is developed—Warzel emphasizes character and communication:
You cannot force public trust; you have to earn it by being humble and transparent, and by listening. And you can’t fake that care and maintenance — it’s the grueling and deeply human work of democracy, which is never finished.
Discussion:
What persuasion strategies does Warzel describe? Consider logical argument, emotional appeal, and credibility.
Think about a time when you persuaded someone by first empathizing with their point of view. How did it work? What effect did your approach have on your relationship? You might also think about a time when someone persuaded you in this way.
Which leadership character dimensions are illustrated in Warzel’s article?
Comparing Company Messages About Masks in Stores
Several companies have implemented policies for customers to wear masks in their stores during the pandemic.
Here are a few of these messages to compare. For some, the requirement is hard to find; search for “face” or “facial.”
Discussion:
What are the communication objectives of these statements? Who are the primary and secondary audiences?
In what ways are these messages similar and different? How do you explain the differences? Consider customer demographics, locations, products/services, etc.
Which do you consider most and least effective and why?
In addition to the Starbucks tweet here, find other social media company posts about customers wearing face coverings. Apply the same questions to these posts.
Redskins Drop Their Name
Add The Washington Redskins to the growing list of organizations that are changing their name following the killing of George Floyd and protests around the world. The NFL team has been under pressure from fans and sponsors but, until now, has resisted changing the 87-year-old name.
Redskins owner Dan Snyder said he would never change the name, but requests could no longer be ignored from FedEx, Bank of America, PepsiCo, and Nike, the NFL’s apparel partner, which removed Redskins products from its website.
A team statement announced the decision, with no replacement name or logo yet.
Discussion:
Did the team do the right thing by changing the name? Why or why not?
What are your thoughts about announcing the changing without a new name a logo? Should the team have announced both simultaneously? Why or why not?
https://www.nytimes.com/2020/07/13/sports/football/washington-redskins-new-name.html
AI to Increase Politeness in Writing
Researchers at Carnegie Mellon’s Language Technologies Institute are using artificial intelligence to make writing sound more polite. Their work goes beyond previous AI attempts to mark tone in written communications by replacing impolite sentences with more polite language, and the results are sentences that sound natural.
This table compares other computer results with those of this team. In the third column, we see more polite revisions of the first column.
For the second example, the authors argue that using first-person plural we “creates the sense that the burden of the request is shared between speaker and addressee.”
Discussion:
What’s your reaction to this work? How helpful would you find this program?
What’s your view of the revised sentences in column three: natural and better, stilted and insincere, or something else?
Why aren’t people more polite in their writing. In other words, why do we need this program—or do we?
P&G Commercials Demonstrate Empathy
Two Proctor and Gamble ads illustrate the role of empathy in understanding aspects of being Black in America. The first ad here, “The Look,” shows how a Black man experiences others’ reactions to him throughout the day. The second ad allows the viewer to watch intimate conversations that Black families have about race.
Discussion:
How would you describe the role of empathy in addressing bias?
What are the objectives of these ads? How well do they meet those objectives?
What makes these ads effective—or not—in your opinion?
Analyzing the NFL's Apology
Years after NFL players “took a knee” to protest police brutality and other discrimination against Black people, NFL Commissioner Roger Goodell apologized “for not listening to NFL players earlier.” On June 5, less than two weeks after a police officer murdered George Floyd, Goodell posted a video to express his regret in handling player protests.
The response came on the heels of a video of Black NFL players saying, “What if I was George Floyd?” and asking the league to listen to its players.
Goodell’s video was introduced on NFL’s Twitter account with this statement:
“We, the NFL, condemn racism and the systematic oppression of Black People. We, the NFL, admit we were wrong for not listening to NFL players earlier and encourage all to speak out and peacefully protest. We, the NFL, believe Black Lives Matter.”
Skeptics wonder what will change in the league. Jim Litke, an Associated Press sports writer notes the lack of diversity within the NFL: “Three-quarters of the players are people of color, but just four head coaches, two general managers, and one owner, Shad Khan of the Jacksonville Jaguars, are.” Litke also points to Goodell’s shaky record of handling other “big issues,” like player concussions and domestic violence.
To that last point, this isn’t the first time Goodell apologized publicly. With a different delivery style, in a 2014 video, he said, “I got it wrong” after four players were temporarily benched for domestic violence incidents.
Discussion:
Analyze Goodell’s video message: primary and secondary audiences, communication objectives, content, organization, etc.
Compare this video to Goodell’s 2014 video. What differences do you notice in the delivery style? How do you explain Goodell’s strategic choices?
What’s your view of the latest apology: genuine, placating, or something else?
On face value, what leadership character dimensions does Goodell demonstrate? Which dimensions could Goodell display more strongly or directly?
Theme Parks in Japan Discourage Screaming
To prevent the spread of COVID-19, theme parks in Japan ask visitors to wear masks and to try not to scream while on rides.
In a video, two executives on the Fujiyama coaster at Fuji-Q Highland wear masks are stone-faced and don’t scream. According to a spokesperson, the park created the video to prove that keeping quiet is possible:
“We received complaints that the theme park association’s request to not make loud noises was impossible and too strict. That’s why we decided to release the video.”
So far, Disney parks in Florida are requiring masks, but they haven’t requested that visitors keep quiet.
Discussion:
How effective do you find the executives’ video? Consider principles of persuasion discussed in class: logical argument, emotional appeal, and credibility.
What, if anything, could improve the park’s messaging?
Why wouldn’t Disney in Florida follow suit? What cultural, political, and other factors may be at play?
Company Statements About George Floyd's Murder
Business Insider has assembled a list of companies’ statements and promised actions following the killing of George Floyd and the public protests.
TikTok, General Motors, McDonald’s—many brands are jumping into the conversation and posting messages that are both placating and inspiring.
Discussion:
Read the list of statements and actions. Which sound most meaningful to you?
Should all brands post a message? Which should, and what is important to convey?
Facebook Responds to Employee Protests
Facebook is in a bind after Twitter’s decision to post qualifiers above President Trump’s recent tweets. CEO Mark Zuckerberg has made his position clear—Facebook won’t censor the president’s or others’ posts—but his employees are protesting the decision.
On his Facebook page, Zuckerberg posted his response, including his difficult decision:
“I've been struggling with how to respond to the President's tweets and posts all day. Personally, I have a visceral negative reaction to this kind of divisive and inflammatory rhetoric. This moment calls for unity and calmness, and we need empathy for the people and communities who are hurting. We need to come together as a country to pursue justice and break this cycle.
“But I'm responsible for reacting not just in my personal capacity but as the leader of an institution committed to free expression. I know many people are upset that we've left the President's posts up, but our position is that we should enable as much expression as possible unless it will cause imminent risk of specific harms or dangers spelled out in clear policies.”
Separately, Zuckerberg acknowledged employees’ right to disagree:
"We recognize the pain many of our people are feeling right now, especially our Black community. We encourage employees to speak openly when they disagree with leadership. As we face additional difficult decisions around content ahead, we'll continue seeking their honest feedback.”
Discussion:
What are the arguments for and against Zuckerberg changing his position because of employee protests?
How well is Zuckerberg communicating during this time. Read posts about the pandemic, remote work, the killing of George Floyd, etc.
Colleges React to Racist Posts
George Floyd’s killing has sparked protests around the world as well as backlash. A Chronicle of Higher Education article describes a few colleges acting quickly—within one day—after seeing a current or an admitted student’s racist post.
In a statement, The University of Denver condemned racist posts and announced, “The University has rescinded the student’s admission offer and they will not be attending DU.”
Some pubic universities, such as Missouri State, have published statements but are not expelling students or rescinding admission offers. President Clif Smart explains the university’s stance in a blog post.
Discussion:
Should universities expel students or rescind offers after finding racist posts? If so, under what circumstances?
Should students know better—both morally and practically—than to post racist comments, memes, videos, etc.?
Analyze and compare the two university statements. Who are the primary and secondary audiences? How well does each convey the main points, balancing various audience needs?
Atlanta Mayor Speaks to Protests
Atlanta Mayor Keisha Lance Bottoms delivered a speech from the heart and from her experience. Mayor Bottoms speaks from her experience as an African-American mother and implores people to protest peacefully.
Discussion:
Analyze the mayor’s speech: audience, communication objectives, organization, tone, delivery style, and so on. What works well, and what could be improved?
In what ways does this speech demonstrate authenticity? How does the mayor’s identity play a role in her message and her delivery?
Facebook's Position on Twitter's Labeling
Facebook CEO Mark Zuckerberg weighed in on Twitter’s decision to fact-check and label some of President Trump’s tweets. In response to protests after the death of George Floyd, one tweet promised “when the looting starts, the shooting starts.” Twitter hid the tweet with a note that it “violated the Twitter Rules about glorifying violence.”
Another tweet claimed that “mail-in voting will lead to massive fraud and abuse,” and Twitter posted a warning to “get the facts.” Until now, Twitter had not enforced its policies for the president’s tweets.
Facebook is taking a different tack. CEO Mark Zuckerberg described the company’s position:
"I believe strongly that Facebook shouldn't be the arbiter of truth of everything that people say online. I think in general, private companies shouldn't be, especially these platform companies, shouldn't be in the position of doing that."
The Wall Street Journal editorial board defended Zuckerberg’s decision: “We wish Facebook would take a lighter touch when it comes to political speech overall.”
Discussion:
What’s your view of Twitter’s actions? Why do you think the company began labeling President Trump’s tweets now?
Should Facebook follow suit? How might each company’s mission play a role in its actions?
New Zealand PM's Conversational Style
In business communication courses, many faculty encourage their students to use a natural, conversational style—to avoid reading from a script or memorizing a speech. A natural style allows speakers to connect with their audience and to demonstrate authenticity.
New Zealand PM Jacinda Ardern posted a video to “check in with everyone.” She is in a sweatshirt and says she just put her toddler to bed. Ardern discuss COVID-19 progress and asks people not to be “disheartened” by numbers, which may lag isolating behaviors.
In early April, PM Ardern declared that the tooth fairy and Easter bunny are considered essential workers.
Discussion:
Ardern uses fillers when she speaks—in other videos even more so than this one. Is that a problem? Why or why not?
How do you perceive her natural style: refreshing, inappropriate, or something else?
How would her style be perceived if she were the president of the U.S.?
Aston Martin's New CEO Message
British sports car manufacturer Aston Martin is replacing its CEO with Tobias Moers, currently at Daimler. The current CEO, Andy Palmer, tried to improve sales but hasn’t been successful. A Wall Street Journal article refers to the move as a way “to resuscitate a storied brand that has been on life support.”
The company’s media statement includes the usual quotes from the board chair and the outgoing and incoming CEOs:
Tobias Moers said: “I am truly excited to be joining Aston Martin Lagonda at this point of its development. I have always had a passion for performance cars and relish the chance to work for this iconic brand which I was close to on the technical side at the beginning of the partnership between the two companies. Following the arrival of Lawrence, as Executive Chairman, the significant investment from his Yew Tree Consortium, the completion of the equity raise and the reset, I believe that there is a significant opportunity to harness the strengths of the business to successfully deliver the planned product expansion and brand elevation. I am looking forward to working with Lawrence and the whole Aston Martin team to build a stronger business for our customers, our employees, our partners and our shareholders.”
Andy Palmer said: “It has been a privilege to serve Aston Martin Lagonda for almost six years. The launch of many new products including the new DBX demonstrates the dedication and capability of our employees. I would like to thank my management team and all the staff for their hard work and support, particularly during the challenges presented by COVID-19. I am proud of you all and it’s been an honour to work with you.”
Discussion:
In what ways is the Aston Martin CEO announcement typical? How does it differ from similar CEO change announcements?
Read the statement for writing style. What observations do you make? Do you notice any differences between this statement, for a British company, and those for other companies?
Jenner Pays for Frye Festival Post
The U.S. Federal Trade Commission (FTC) requires that paid endorsements are not misleading. Celebrities like Kendall Jenner cannot post support on social media for a product or organization without specifying that she is being paid to do so. The FTC publishes Endorsement Guides to clarify responsibilities.
Jenner promoted the 2017 failed Frye Festival, implying that Kanye West might perform. Although she was paid $275,000, she didn’t reveal the sponsorship. She has since been sued and will pay a $90,000 settlement, which may help some of the many associates of the festival who lost money in the venture.
To learn more about what happened to the Frye Festival—a major public relations and communication failing—see documentaries on Hulu and Netflix.
Discussion:
What are the ethical implications of celebrities endorsing products?
When a celebrity endorses a product, are you more likely to buy it?
If you’re familiar with the festival, describe what went wrong.
Amazon's Email Template
A Reddit poster claims that “Amazon accidentally sent out their email template and it’s hilarious,” but others say it’s fairly standard.
Using a music analogy, the template author encourages varied sentence structures and a strong call to action or CTA.
Discussion:
Do you believe this is an Amazon original that mistakenly went public? Why or why not?
What principles do you take away from this example?
What would you add? (Hint: Something about skim-value?)
Business Writing Advice
Dr. Sharon Cannon at UNC-Chapel Hill Kenan-Flagler (@smccannon) tweets great articles for business communication faculty and students. This week, she found one by Devon Delfino, “How to Improve Your Business Writing Style.”
Delfino offers nine principles:
Identify your primary goal in business communications
Focus on your readers’ needs and professional goals
Cut to the chase in business writing: Focus on clarity over quantity
Streamline structure and organization
Fine-tune your tone and business writing style
Use an active, human voice
Include clear calls to action
Aim for brand consistency in your business writing style
Do a final check
Discussion:
Read the entire article, which offers more good advice. Which principles most align with what you’re learning in your business communication class? Does the article offer something you haven’t learned?
I would add one point, particularly, which is to adjust your tone to that of your organization. Every department and company has its own style. What differences have you observed from your experience?
What advice would you add?
Motion Charts
A New York Times article, “What Does Opportunity Look Like Where You Live?,” includes motion charts depicting life expectancy, commute times, and other variables across the U.S.
Although imperfect, the charts show changes over time. The movement is an effective way to dramatize differences between groups, as Gapminder has done with UN data for years.
Discussion:
The bubbles move when they are first loaded on the page, but I can’t seem to “interact” with them the way I expect to with an “interactive graphic.” What did you expect? Could these be improved?
Some charts have a truncated axis; for example, one about life expectancy starts at 60. What are the implications, and should this be avoided?
What, if anything, surprises you about the data presented?
COVID-19 Crisis Communication for Reopening the U.S.
What comes after we “flatten the curve” of COVID cases? New York Times opinion writer Charlie Warzel warns that, without a clear communication strategy for what’s next, people will distrust leaders.
Warzel cites six communication guidelines from the report of a working group at The University of Minnesota, The Center for Infectious Disease Research and Policy (CIDRP).:
Don’t Over Reassure.
Proclaim Uncertainty
Validate Emotions—Your Audience’s and Your Own
Give People Things to Do
Admit and Apologize for Errors
Share Dilemma
Discussion:
How should U.S. officials communicate now? What do they need to accomplish, and how well are our current leaders meeting the challenge? In other words, do you agree with Warzel that our leaders are falling short?
Read the entire report. What other principles does the group recommend?
Analyze the report: the audiences, objectives, writing style, organization, and so on. What are the strengths, and how could it be improved?
Airlines CEOs Criticize Boeing CEO's Prediction
During an interview on the “Today” show, Savannah Guthrie asked Boeing CEO David Calhoun whether a major U.S. airline might not survive because of the pandemic. Calhoun said, “Well, I don’t want to get too predictive on that subject, but yes, most likely. Something will happen when September comes around.” He also said that “we believe we will return to a growth rate similar to the past, but it might take us three, five years to get there.”
The response angered major airline executives, who are currently negotiating for federal assistance.
Another Boeing executive defended Calhoun’s statement:
“Some weren’t keen on his sobering assessment of industry challenges ahead, but others appreciated him telling it like it is. It’s in his nature to be frank.”
Discussion:
What’s your view of Calhoun’s comment? One view is that, during a global pandemic, executives might need to be particularly sensitive. Another view is that this is a time for honest, direct talk.
What are the potential implications of his comment? Should he have avoided it?
What the entire interview. How did Calhoun do overall? What are his communication objectives and key messages?