American Airlines' Evolving Crisis Communications

American Airlines has posted several messages as part of its crisis response to the tragic Flight 5342 crash en route from Wichita, Kansas (ICT), to Washington, D.C. (DCA). The CEO’s videos serve as a model of bad-news communication, and he cleverly and subtlety shifts blame away from the airline.

Calling the tragedy an “accident,” American Airlines places the crash into one of the three categories of crises: victim, accident, or preventable. (See Elina R. Tachkova and W. Timothy Coombs, Communicating in Extreme Crises: Lessons From the Edge, Routledge, 2022.) Unlike a preventable crisis, such as financial impropriety, an accidental crisis doesn’t require company leaders to take responsibility. Of course, leaders still need to express sympathy for those affected, but they do not apologize as they would when they are blamed for a crisis.

American Airlines created a webpage to chronicle the company’s response and what they know. So far, four messages are posted, with blame increasingly shifting elsewhere.

• An initial announcement describes the event with little information and a hotline number.

• A video from CEO Robert Isom with about the same amount of information expresses sympathy and concern. His delivery is scripted, but he sounds serious and measured. He promises to “take care of all passengers and crew involved and their families.” He says the AA flight “appears to have collided with a military aircraft on approach.”

• One day later, a second video thanks the Safety Board and others. Now he says they’re focused on the “families and loved ones.” He says “recovery efforts” are continuing, but it’s fairly clear at this point that no one survived the crash. Again, his tone reflects a caring, engaged executive.

  He also begins to shift blame, saying the reverse of his previous message, “a military helicopter collided with American Eagle flight 5342 upon its approach” and “This flight was operated under PSA, one of our wholly owned carriers.”

• The fourth message, below, further shifts blame. President Trump has blamed DEI efforts for the crash: "I put safety first. Obama, Biden and the Democrats put policy first. The FAA's website states they include hearing, vision, missing extremities, partial paralysis, complete paralysis, epilepsy, severe intellectual disability, psychiatric disability, and dwarfism." Isom doesn’t address these comments, but he expresses gratitude for the president’s “leadership on aviation safety,” and “applaud(s)” the Administration’s response. His focus is on military helicopters, focusing on new reports that show helicopters may be crowding the airspace around D.C. airports.

Isom is front and center during the crisis communication, as he should be as the leader of a major company involved in a tragedy. In addition to framing the crisis as an “accident,” he doesn’t blame others directly but increasingly shifts attention away from AA to the carrier and to the military. The last sentence in his statement implies a historical lack of investment in critical resources.

CEO Robert Isom statement on the Trump Administration action on aviation safety

Friday, January 31, 2025, 2:45 p.m.

American Airlines CEO Robert Isom issued the following statement surrounding changes to flight activity at DCA: “We are all hurting as we continue to grieve the loss of our passengers and team members. I thank President Trump for his leadership on aviation safety. I applaud him, Secretary Duffy and the Administration for taking quick and decisive action today to restrict helicopter activity around DCA. In the days ahead, we will work tirelessly with the Administration and leaders in Congress to make our aviation system even safer, including by increasing investments in infrastructure, technology and personnel.”

Meta's “Non-regrettable Attrition”

Another year, another euphemism for layoffs. Downsize, rightsize, smartsize, rationalize, amortize, reduce, redeploy, reallocate, reorganize, restructure, offshore, outsource, outplace—and now “non-regrettable attrition,” which has no ready verb form, as though it’s something beyond a company’s control.

A Forbes writer sums up the issue:

There’s also nothing wrong with categorizing turnover into desired (company-initiated) and undesired (employee-initiated) attrition.

But the term "non-regrettable attrition" that Meta used is a poor choice of words.

It’s not just tone-deaf—it comes across as dismissive and arrogant.

The writer explains the damage the label does to an individual who might find more suitable employment elsewhere. It’s a good point: a poor performer in one job can be quite successful in another.

We also see an issue of integrity, or inconsistency, in the company’s messaging. Although Zuckerberg’s memo to staff, below, doesn’t mention the term, Hillary Champion, Meta's Director of People Development Growth Programs, separately, said the goal is for 10% non-regrettable attrition: “This means we are aiming to exit approximately another 5% of our current employees [in 2025] who have been with the company long enough to receive a performance rating.”

I thought the term also lacked accountability because “attrition” typically is used to mean people leaving an organization voluntarily. But I was wrong: Gartner defines attrition as both voluntary and involuntary.

Still, another character dimension worth mentioning is compassion. “Non-regrettable attrition” communicates some combination of “We don’t care about you,” and “Don’t let the door…”

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The full memo is below from Mark Zuckerberg to staff follows:

Meta is working on building some of the most important technologies in the world — Al, glasses as the next computing platform, and the future of social media. This is going to be an intense year, and I want to make sure we have the best people on our teams.

I’ve decided to raise the bar on performance management and move out low-performers faster. We typically manage out people who aren’t meeting expectations over the course of a year, but now we’re going to do more extensive performance-based cuts during this cycle — with the intention of backfilling these roles in 2025. We won’t manage out everyone who didn’t meet expectations for the last period if we’re optimistic about their future performance, and for those we do let go we’ll provide generous severance in line with what we’ve provided with previous cuts.

We’ll follow up with more guidance for managers ahead of calibrations. People who are impacted will be notified on February 10 — or later for those outside the US.

Letting people go is never easy. But I’m confident this will strengthen our teams and help us build leading technology to enable the future of human connection.

Kohl's CEO Admits Mistakes

The outgoing Kohl’s CEO admitted failings, which students can analyze as an example of communicating bad news and accountability. The third-quarter earnings deck also serves as a class example.

One reason for Tom Kingsbury’s blunt admission is the obvious decline in sales and stock price. In the past two years, the stock declined 52%, and this quarter, sales declined 9.3%. In addition, Kingsbury is 72 years old and retiring; he may be concerned about his legacy, but he is no longer concerned about his next career move. Also, as a Citi analyst points out, he can’t blame macroeconomic conditions, as Target did recently, because Kohl’s decline is far beyond what we would expect from the results of inflation and more people shopping online.

Coming in as an activist investor, Kingsbury implemented ideas that didn’t work. Reducing petite clothing, jewelry sales, and private brand labels hurt sales. During the earnings webcast, Kingsbury said these decisions were “shortsighted.” He also said, “We thought, ‘We can do more with a lot less,’ and that didn’t work out for us.” On a positive note, he said, “We continue to believe our market brand strategy and investments into the key growth categories are the right long-term strategic moves,” although the WSJ writer disagrees: “So far, the numbers have told a different story.”

Students can read the quarterly presentation deck, with Kingsbury’s opening quotes. I admire his admission and taking responsibility, but we don’t see a clear strategy for the future, which sounds bleak. He says only “we must execute at a higher level and ensure we are putting the customer first”—nothing new here, and his plans to lower expectations aren’t inspiring. Kingsbury also uses “we” but will leave the company in May. Oddly, the company announced a new CEO the day before the earnings presentation. That’s good news! But I guess the deck couldn’t be updated in time? Students could suggest a stronger approach for this first content slide.

Image source.

UnitedHealthcare Messaging on Shooting

The CEO of UnitedHealthcare’s insurance unit was shot outside a New York Hilton, targeted by someone who is still not found. The company’s messaging offers a minimal example of crisis communication during a tragedy.

The news is so highly covered that UnitedHealthcare must respond. The company has similar text with a link on its homepage, but the statement is minimal at this point, the day after the shooting:

We are deeply saddened and shocked at the passing of our dear friend and colleague Brian Thompson, the CEO of UnitedHealthcare. Brian was a highly respected colleague and friend to all who worked with him. We are working closely with the New York Police Department and ask for your patience and understanding during this difficult time. Our hearts go out to Brian’s family and all who were close to him.

In part, the incident is alarming because the attack was clearly premeditated and so public—in Midtown Manhattan. The words “delay” and “deny,” likely related to insurance claims, were among those found on bullet casings. The shooting raises safety concerns for other corporate executives. In addition, the shooter is still not found, despite cameras throughout the city, which is a particular issue for law enforcement, whose objective is for people to feel safe. Thompson’s wife told reporters that he and others on the management team had received threats, and news sources are reporting a lawsuit against Thompson and another executive for fraud and insider trading.

Students might discuss what else, if anything, the company should have said at this point. The Times has a long obituary-type article about Thompson, and UnitedHealth might consider the same soon. The Times also has a post about the Hilton, calling it “somehow both drab and sleek,” titled, “A storied New York Hilton adds a grim chapter to its history.” I don’t see anything posted by the Hilton, and that is probably a good choice.

Update: Later that day (December 5), UnitedHealth Group posted a longer statement:

While our hearts are broken, we have been touched by the huge outpouring of kindness and support in the hours since this horrific crime took place.

So many patients, consumers, health care professionals, associations, government officials and other caring people have taken time out of their day to reach out. We are thankful, even as we grieve.

Our priorities are, first and foremost, supporting Brian’s family; ensuring the safety of our employees; and working with law enforcement to bring the perpetrator to justice. 

We, at UnitedHealth Group, will continue to be there for those who depend upon us for their health care.

We ask that everyone respect the family’s privacy as they mourn the loss of their husband, father, brother and friend.

The statement is what we might expect of the company. As is appropriate at this point, they ignore a large outpouring from people who are disgruntled with insurance companies like UnitedHeathcare. Comments bubbled up in the days following the announcement, although we might see defensive hints of acknowledgement at this point: “So many patients, customers” and “those who depend on us.” We’ll see whether UnitedHealth responds further to the public outcry.

McDonald's President Reassures Us After E. Coli Outbreak

McDonald’s president illustrates crisis communication strategies after the E. coli outbreak that, as of now, killed one person, left 49 sick, and contributed to a 5% drop in stock price, the biggest loss since 2020.

On a webpage titled, “Always Putting Food Safety First,” McDonald’s posted a video of President Joe Erlinger explaining the steps the company has taken. He focuses on isolating the crisis: listing in which products (only the Quarter Pounder) and states (only a few) where E. coli was found and blaming the onions. This strategy achieves two communication objectives: encouraging consumers to return to McDonald’s and shifting responsibility to a supplier.

The video is odd in that Erlinger demonstrates no compassion and offers no apology. Business communication students know that being a bit more human doesn’t imply culpability. His approach is strictly "an update . . . because food safety is so important to me and to everyone at McDonald’s.” Isn’t it time for companies (looking at you, Boeing) to stop saying how important safety is?

Erlinger also appeared on the Today show, saying, three times, that they took swift and decisive action—twice with active and once with passive voice. “Top priority” also got four plays during the short interview but was more appropriately used as anaphora. Clearly he received coaching. Following well-worn media strategies, he avoided speculation about other products impacted, and he transitioned a couple of times to “what’s important today” (the action they took).

The interview ended with a question about inflated prices and reputational damage. Erlinger recalled advice from McDonald’s founder, “If you take care of our customers, the business will take care of itself.” His objective is to inspire confidence, a word he uses twice at the end. But students will notice that he doesn’t sound or appear very confident. He’s a man managing through a crisis, and it shows.

Comms About the Internet Archive Breach

After a major breach, the Internet Archive founder sends casual bad-news messages.

The Archive, including the Wayback Machine, is home to more than 840 billion web pages. Last month, the BBC reported the Archive as a valuable and vulnerable resource, and this month, we’re seeing why. The article also describes controversy about the service offering books and other content for free, the subject of a lawsuit the organization lost in 2023.

Although user information for more than 31 million people was compromised, the founder’s message on X focused on what most concerned the public: the integrity of the content and when the site would be back up.

In addition to the message on X, I found only three short posts on Bluesky and Mastodon—all below and at right:

Update: @internetarchive’s data has not been corrupted. Services are currently stopped to upgrade internal systems. We are working to restore services as quickly and safely as possible. Sorry for this disruption.

A note on the website just says simply this:

Temporarily Offline

Internet Archive services are temporarily offline.

Please check our official accounts, including Twitter/X, Bluesky or Mastodon for the latest information.

We apologize for the inconvenience.

These aren’t the typical data breach emails from a CEO. Kahle doesn’t offer suggestions for users to, for example, change passwords, which others advise.

He sounds like someone who lives in a high-crime area and expects to be robbed: “Sorry, but DDOS folks are back . . .” Kahle says nothing about the group, but a Newsweek article reported that a "pro-Palestinian hacktivist movement” claimed responsibility for the attack. Kahle might be more cautious about accepting that claim—or might not want to give the group publicity, whether it is responsible or not.

A Late Tote Bag Isn't a Tragedy

A friend sent me this HelloFresh email with a note: “For your blog. Like I’m sitting here fretting over my free tote bag.” Sometimes communication and customer service people need better perspective.

The email is clear enough: The free tote bag is delayed. But I agree it’s a bit much for the transgression. The email reads as though something far worse has happened. Calling it an “isolated incident” and saying they’re “work[ing] through” issues is language best left to crisis communication strategists. That last bit—thanking the reader for understanding and patience—is overdone and, in my view, a bold assumption for any message.

Students might agree that customers should be notified, if only to avoid questions. But students could write a simpler, more appropriate email.

Although tempting, sidestepping the issue entirely—“Your free tote bag is on its way!”—doesn’t feel quite right either. I don’t know all the history, but it seems as though some apology/explanation/acknowledgment is appropriate.

Maybe an email could be as simple as this:

Your free HelloFresh tote bag will be delivered within 60 days. We apologize for the delay. [And then something uplifting. They could show a picture of it, offer a small discount, or say something cute like, “It’s worth the wait!”]

This is technically a bad-news message—but not that bad. Demonstrating compassion could include a recognition of other, far worse problems in someone’s life.

Employees Unhappy After Amazon's RTO Message

Andy Jassy’s latest message to employees is a good example for students to see a CEO’s update—a mix of good news, bad news, and of course, persuasion. Employees aren’t happy with the part that most affects them: a return-to-office (RTO) plan.

News reports highlight that most signification part—requiring staff to work five days a week in the office—but the message starts neutrally:

Hey team. I wanted to send a note on a couple changes we’re making to further strengthen our culture and teams.

Jassy provides his goals and views of the company, and then lays out two points:

Two areas that the s-team and I have been thinking about the last several months are: 1/ do we have the right org structure to drive the level of ownership and speed we desire? 2/ are we set up to invent, collaborate, and be connected enough to each other (and our culture) to deliver the absolute best for customers and the business that we can? We think we can be better on both.

The first directive comes in paragraph 8:

So, we’re asking each s-team organization to increase the ratio of individual contributors to managers by at least 15% by the end of Q1 2025.

The second comes in paragraph 10:

…we’ve decided that we’re going to return to being in the office the way we were before the onset of COVID.

He acknowledges, “We understand that some of our teammates may have set up their personal lives in such a way that returning to the office consistently five days per week will require some adjustments.” To solve this problem, he says, the implementation date will be January 2, 2025, which doesn’t seem like much time for families to reconfigure their lives.

Several surveys show employees’ negative reaction to the news. About 75% are “rethinking” their Amazon careers or looking for a new job. Speculators say attrition is a goal of returning to the office. If that’s the case, then Jassy’s message makes more sense. Presenting the change as insignificant and providing little support for employees to make the transition could be part of the plan. Employees can sign on for full-time office work—or leave.

Students might imagine a different message, one that encourages employee retention. Paradoxically, the news might be frontloaded—presented as the main point, with details following about potential paths and highlighting the benefits of RTO. Would employees have more positive reactions to the news? I’m not sure, but the messenger might seem more compassionate and sincere.

Image source.

Crisis Comms Around Food Bank's Meth Candy

A New Zealand food bank unknowingly distributed candy with high concentrations of methamphetamine to local families. Students can analyze crisis messages from the organization and the candy manufacturer.

The Auckland City Mission has a clear, short message on its home page:

The organization is also reaching out to the 400 or so people who received the candy, which was likely part of a drug smuggling scheme. Fortunately, the “candy” tasted so bad that people spit it out immediately; still, three people were hospitalized.

For its part, the candy manufacturer, Rinda, published a statement on its website (text below). The message meets its objectives, which students might identify as expressing sympathy, maintaining the company’s reputation, and distancing itself from the incident. However, the message is bare-bones, as these go. It sounds corporate, meaning I don’t read it as an authentic recognition of harm done—it protects the company primarily.

Beginning with “Statement from Rinda…” and “the safety and well-being of our consumers is our highest priority,” the message might cause immediate eye-rolling. “It has come to our attention” removes the possibility of any potential emotion on the part of company leaders and leaves us feeling as though they are checking a box—writing a statement after consulting with their team of lawyers. As they admit, they want to “protect the integrity of our brand.” Well, of course. No one faults them for that, but they don’t have to say it explicitly.

Instead, they could show a little compassion for people who are unhoused and food insecure, some of whom have addiction issues. These families seek support and care from the Auckland City Mission, which also suffered reputational damage. Can people trust the organization to give them food that’s safe? Maybe, in addition to upholding its own brand, Rinda could include a statement for the agency as well.

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Here’s the statement text:

Statement from Rinda Food Industries Sdn Bhd

At Rinda Food Industries Sdn Bhd, the safety and well-being of our consumers is our highest priority. It has come to our attention through recent news reports in New Zealand that our products may have been misused in connection with illegal substances, specifically methamphetamine. We want to make it clear that Rinda Food Industries does not use or condone the use of any illegal drugs in our products.

We recognize the seriousness of this situation and understand the concerns it raises. We believe that the New Zealand authorities are currently conducting an investigation into this matter, we will work closely with law enforcement and relevant authorities to address this issue and protect the integrity of our brand. Our company is dedicated to ensuring that our products meet the highest safety and regulatory standards.

We encourage anyone with information related to this situation to contact us directly or to reach out to the appropriate authorities.

Using "We" for Negative Feedback?

A Wall Street Journal article cites social psychology research about using “we” instead of “you” to increase receptivity to negative feedback. The title and subtitle of the article are “The Secret Power of Using ‘We’ During Difficult Conversations: Bosses who use ‘we’ instead of ‘you’ are more likely to get employees to listen to negative feedback, according to new research.” Based on the research, this conclusion is an overreach.

The authors, whose research was published in Journal of Experimental Social Psychology, acknowledge that using “you” can increase feelings of connection and relatability and facilitate persuasion, as we teach in business communication classes. However, they note that these uses are in non-adversarial situations. For adversarial situations, they explain the value of “we”: “If you seem like you’re an open-minded person yourself, people naturally want to reciprocate that. Changing the pronouns you use from ‘you’ to ‘we’ can make your audience more open to your message. It’s kind of a secret power.”

The research includes several wide-ranging studies, including Reddit comments, pitches, and political speeches. Only one of the studies dealt with negative feedback. Respondents were told they are part of a team reading feedback that one team member had written about another:

You Condition: Sam, you should have made more progress faster. Your timeline was too relaxed, and you kept making errors along the ways that delayed the project. You could have worked harder early on to ensure you had enough time to catch any additional mistakes. Next time, you should make sure that your timeline accounts for unexpected challenges along the way.

We Condition: Sam, we should have made more progress faster. Our timeline was too relaxed, and we kept making errors along the ways that delayed project. We could have worked harder early on to ensure we had enough time to catch any additional mistakes. Next time, we should make sure that our timeline accounts for unexpected challenges along the way.

This is quite a different situation from what the WSJ reporter implies in the article subtitle—which could include managers giving feedback to their direct reports. I can think of many situations in which using “we” would sound terribly condescending. True, in business communication classes, we teach that “you” should be avoided when criticizing, as the above example illustrates. But the “we condition” could sound patronizing coming from a manager who wasn’t part of the team. Doctors and teachers sound patronizing when they say, “How do we feel?” or “We don’t talk when others are talking.” Also, although the “you condition” is harsh, saying something like, “we kept making errors,” when it was only Sam who made the errors is also patronizing—and false. In addition, context always matters. This is a difficult study to extrapolate from when respondents don’t have a stake in the situation.

The danger is conveying the “royal we,” or nosism—using the plural to refer to ourselves. Here’s the history:

The practice has been associated with the English monarchy since the 12th-century rule of Henry II, who used the pronoun “we” to signify that because he ruled by divine right, he represented both himself and God simultaneously.

If managers use the term to speak for God, no wonder it comes across as patronizing.

An exception may be in languages that distinguish between formal and familiar pronouns, for example tu and vous in Spanish. This needs more evidence, but a Wikipedia entry refers to the “nonconfrontational we” and claims that “we” is often used in recipe instructions and to avoid the overly informal (for example, ¿Cómo estamos? which means, How are we?). Some consider this a sign of respect.

Still, in American work environments, managers should avoid “we” when they mean “you.” Without using any pronoun, managers will sound respectful and appropriately direct. They can focus on the work and express first-person observations to convey the impact of the behavior, for example, “I saw [the client] close the deck after she noticed the miscalculation on page 4,” or “I wonder how Noah will react to your question about other proposals. What do you think?” In the research example, a team member could say about Sam’s performance, “I noticed and fixed several errors that delayed the project.“

(More about the editorial we here from a near-classic NY Times editorial.)

Image source.

Delta Refuses to Use "You"

Students will easily rewrite this Delta Airlines message by applying business writing principles. Using “you,” tightening, clarifying information, and reorganizing would improve the email. Delta’s reputation suffered greatly during the outage, and emails like this one to customers don’t help.

Here are a few changes students might make:

• Clarify the main point. The email subject was “Important Information About Your Upcoming Flight,” but the message has no information about the upcoming flight. The focus is something like, “How to Get Flight Updates and Rebook if You Need To.”

• Sharpen the first paragraph. This is a slog to read, partly because of the language but mostly because it’s giving mixed messages. Maybe change to something like, “Your flight is scheduled as planned. But outages have caused cancellations, and here’s what you need to do if your flight is cancelled.” Maybe move the bit about the app to a separate line with bold type. That’s the first thing customers should do.

• Use conversational language. Change “The operation of your flight” to “Your flight.” We know it’s operating—or not.

• Use “you.” The writer seems to avoid speaking directly to the audience. Change “When rebooked travel occurs” to “If you rebook your travel,” and “customers may cancel their reservation” to “you may cancel your reservation.”

• Eliminate bullets. Single bullets are not logical; bullets, like subheadings, divide something into multiple parts. A different visual design might be more appealing and more easily read.

• Eliminate numbering. Numbers indicate a hierarchy or sequence. Again, a different visual design might help.

• Clarify fares. That last bullet refers to “end of ticket validity,” which sounds confusing. Some tightening might help here too: Do we need “applicable fare difference”? Maybe better language for #3 is something like, “If you can’t rebook [why introduce “reschedule” here? Or is that something different?] within __ [define], don’t worry. You have up to one year to use whatever part of a ticket you don’t use for this trip.”

• Skip the false politeness. Thanking customers for being patient or understanding assumes that they will be, which is unlikely in this situation. Maybe a sincere apology or an acknowledgement of the inconvenience (havoc!) would be better.

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UPDATE: Contrast this message with a LinkedIn post from Shane Goronkin. He focuses on teamwork, sounds natural and sincere, and demonstrates compassion in the last two paragraphs (and defines IROP earlier):

Know that many of you have been impacted by this IROP and I am truly sorry. I heard countless heartbreaking stories over the weekend 😢. Really, really terrible.

We still have more work to do, but we will get back on track soon.

Resignation Statements

Secret Service Director Kimberly Cheatle resigned after the assassination attempt of former President Trump, and President Biden decided not to run again for office. Students can compare both statements.

Despite the dramatic, marching-band resignations students might see on TikTok, job resignation letters should focus on goodwill. What’s different about these political messages is that the reasons are provided—sometimes.

Cheatle ended her term in a message to staff that became public. After a grueling hearing with lawmakers about the agency’s failure to protect former President Trump from a shooter, she may have had little choice in the decision. In her email, she wrote, “As your Director, I take full responsibility for the security lapse.” Her main objectives are to reassure staff and boost their confidence. She does this by praising their work and encouraging them to stay focused. Her resignation decision—the main point—is at the end instead of up front, as we teach for messages, including bad news, particularly when it’s obvious or expected.

President Biden’s (some would say long-awaited) decision to decline the Democratic party’s nomination came on X. Unlike Cheatle, he doesn’t give a reason. He makes no mention of the criticism about his debate performance and concerns about his mental and physical health, which is to be expected. He simply says, “I have decided not to accept the nomination and to focus all my energies on my duties as President for the remainder of my term.” More significantly, he endorses Vice President Harris and includes a photo of them walking together, impeding other candidates’ chances of nomination.

President Biden’s comment about Cheatle’s resignation is notable: “As a leader, it takes honor, courage and incredible integrity to take full responsibility for an organization tasked with one of the most challenging jobs in public service.” Modifier issue aside, he compliments the character dimensions many hoped he would have demonstrated since the debate debacle.

I’m categorizing these examples under “bad-news message,” although many see both as good news, which is often the case.

Costco Comms About Increasing Membership Fees

In a news release, Costco announced plans to increase membership fees in September but hasn’t yet notified customers directly. Writing an email to customers or posting information on the website would be a useful class activity or assignment.

The news came in a short release that includes June sales data and dividend plans. With investors as the primary audience, the message is straightforward:

The Company also announced that, effective September 1, 2024, it will increase annual membership fees by $5 for U.S. and Canada Gold Star (individual), Business, and Business add-on members. With this increase, all U.S. and Canada Gold Star, Business and Business add-on members will pay an annual fee of $65. Also effective September 1, annual fees for Executive Memberships in the U.S. and Canada will increase from $120 to $130 (Primary membership of $65, plus the Executive upgrade of $65), and the maximum annual 2% Reward associated with the Executive Membership will increase from $1,000 to $1,250. The fee increases will impact around 52 million memberships, a little over half of which are Executive.

A pre-recorded message with slides will be posted on July 17 for students to see another example of how the message is conveyed to investors. For investors, the news could be good (although the stock price still fell on the sales and membership fee news), but for customers, it’s certainly bad news.

Nothing is mentioned yet on the Costco membership page, and customers haven’t received direct notice. How would students announce the news to members? They might consider how other companies announce increased fees. In Chapter 8 of the textbook, students read how Netflix shared the news of increasing subscription prices with investors and customers. For customers, Netflix focused on more programming and other benefits. Students can find ways to take this same approach for the Costco message.

To guide their messaging for customers, students can read context from Yahoo! Finance and other general news outlets. They’ll read about rising inflation and membership fee increases by Sam’s Club and BJ’s in 2022. Costco waited a bit longer—seven years since its last price increase in 2017. But none of this likely matters to Costco customers. In addition, students might argue this is only $5, but of course, that’s significant to a lot of families, particularly on top of other increases.

Students can also consider message timing. We typically teach that customers should be informed first rather than find out bad news from the media.

Image source

Bad-News Lessons from Kabosu

Business communication students probably won’t write an obituary for a dog, but messages about the Dogecoin icon offer lessons for conveying bad news.

Kabosu, a Shiba Inu, inspired “doge” memes starting in 2010, after Atsuko Sato, a kindergarten teacher near Toyko, posted her picture. Dogecoin, created as a joke, became a popular cryptocurrency.

Messages announcing Kabosu’s illness and death are clear and simple, nodding to those she impacted:

• Dogecoin posted on X about the joy Kabosu brought. In what might be a stretch, the writer says she “knew only happiness and limitless love.”

• Sato announced Kabosu’s death on Instagram:

  “Kabochan passed away in a deep sleep on the morning of May 24th. She passed away peacefully,
  without any pain, as if she was sleeping, while being stroked by me. Thank you so much to everyone who loved Kabosu for so long . I think Kabochan was the happiest dog in the world. And I was the happiest owner in the world. I would like to express my sincere gratitude to everyone who gave me so much love. To all of you who loved Kabosu, on the morning of the 24th of May, Kabosu crossed the rainbow bridge. Thank you all so much for your support over the years. She went very peacefully without suffering, as if falling asleep while feeling the warmth of my hands petting her. Thank you all so much for loving Kabosu all these years. I am certain that Kabosu was the happiest dog in the world. That makes me the happiest owner in the world. I would like to express my deepest appreciation to everyone who has sent us much love to us. #WalkingwithKabosu #Doge #ShibaInu # ShibaInu18yearsold #SeniorDog #Cat #Pet #LivedoorInstablogger”

• Translated, Sato’s blog post is titled, “Thank you, Pumpkin!,” and describes her passing poetically.

• Sato’s posts during the past two years prepared Kabosu’s fans, letting them know that she was being treated for leukemia and liver disease.

Kabosu’s death is sad to those who followed her (and used her image). But her age (18 years old) and Sato’s posts ease the bad news. Deaths are often easier to accept when we’re prepared for them.

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Domino's Website About Tipping

A new tipping program at Domino’s illustrates reciprocity, one of Cialdini’s Principles of Persuasion, and students can analyze the webpage and functionality.

With the title “You Tip, We Tip,” Domino’s clever program gets at the heart of frustration with tipping since the COVID-19 pandemic. In exchange for a tip of $3 or more, customers get a $3 coupon. Of course, the company benefits by getting another order and can avoid paying workers more than the ridiculously low federal minimum wage of $2.13 per hour (higher in some states and localities). A website explains the program in three sections: How It Works, Videos (which includes only one), and FAQs.

Domino’s explains how the program works in simple terms on an interactive screen. Personally, I find the repeated clicking unnecessary on the last screen, which could show all four boxes under “How It Works” at once. The “gamification” seems overplayed.

The video is funny, including an officiant presenting a tip screen in the middle of a wedding ceremony. Anyone can relate to feeling awkward when seeing that screen.

For a simple program, the website lists a lot of FAQs. Also, almost all answers are only one or two sentences, so the content could be presented more efficiently. Each question is a drop-down, but answers could be incorporated into the question, for example, the one below.

Overall, the program is easy to understand, and the website is clear. But I find it overdone for the purpose, which could contradict and complicate the simplicity of the program.

Wells College Closing Statement

If your school is vulnerable, this could be a painful topic. Otherwise, Wells College offers an example of a bad-news message, closing the school. Wells is just up the road from me in Aurora, NY, set above Cayuga Lake, where I hunt for sea glass near the boathouse. With a population of less than 14,000, Aurora is dominated by the school and may suffer great economic loss as a result of the closing, at least in the short term.

The decision is terrible for students. Although only 357 are currently enrolled, they will finish their degree at “teach-out” partners such as Manhattanville University, 250 miles away with its own financial struggles. The college will close in just two weeks, after students were admitted for the fall and possibly too late for them to accept other college offers.

A letter from the board chair and president announces the news. As it should be, the news is upfront—both in the heading and in the first sentence. Delaying the obvious would serve no one. Administrators blame “financial challenges,” which they write were “exacerbated by a global pandemic, a shrinking pool of undergraduate students nationwide, inflationary pressures, and an overall negative sentiment towards higher education.” As we might expect, the statement includes a list of attempts to save the college—the “strategic plans,” “fundraising campaigns,” and “innovative new programs.” They don’t mention the most controversial decision specifically: to accept men starting in 2005 to try to increase enrollment. Perhaps that is too obvious to state, and of course, it wasn’t enough.

The letter serves its purpose. The news isn’t terribly surprising for the 156-year-old school, which has seen enrollment steadily decline. With a decisive tone and a good dose of compassion for those affected, the writers take responsibility for the decision, explain reasons for the bad news, describe plans for current students, and communicate as much as they know. They meet their objectives for their main audiences. Although they don’t mention effects on the town, residents aren’t a primary audience of the school; I suppose that group will be addressed separately in collaboration with local officials.

The website that includes the letter is well organized. FAQs address questions, for example, Why weren’t alumni notified earlier in order to raise funds to save the college? and What steps did Wells College take to address its financial challenges? In addition, buttons link to more detailed information clearly organized by affected group: students, staff, faculty, alumni, and teach-out partners. The FAQs for faculty reflect common questions about pay, benefits, grades, graduation, etc., but the responses are vague. A question about how to get more information instructs faculty to “Please watch for communications coming out from HR and the FAQ for employees and faculty. The VPASA office will also reach out with additional faculty-specific information.” Clearly, many details are still unknown, and administrators are trying to stave off contact for now. I don’t blame them.

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Expedia CEO Email About Bathroom Cameras

Facing an unusual company situation, Expedia CEO Peter Kern tried to reassure employees they are safe at work.

Although cameras were reported in December, security officers didn’t remove them, thinking they were a battery or music player. Employees were angry about the six-week delay between the time the cameras were reported and when they were notified. The cameras might have been planted by an employee who has a history of recording others and at least 33 devices in his home.

Kern’s email is below. I wonder whether he overuses “we” and “us.” Is he really concerned for his own safety? Does he use that bathroom or a private one?

What Kern does well is acknowledge employees’ feelings and the violation of trust. But he doesn’t address the company’s violation of trust because of its poor response—only the spying employee’s.

The third paragraph seems an odd mix of criticizing news reports about the company and allowing remote work. In this sentence, Kern equates employees’ frustration and disappointment with errant news reports rather than failing company actions. Lacking more accountability and humility, he doesn’t explain company actions—or admit failings. Without a paragraph break after this sentence, he seems to further correlate bad news reports with employees’ need for space and support.

I know that reading incomplete news stories about our team’s significant efforts to protect employees and identify the individual responsible has been frustrating and disappointing during a disturbing time.

What a strange situation for a CEO to have to address. I don’t think it’s related, but this incident comes during a transition back to a former CEO.

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Dear Team,

I know this has been an incredibly challenging week for our Seattle campus community and those who have visited. The news that one of our own colleagues invaded our collective privacy is highly disturbing. It has left many of us angry and feeling vulnerable. There really are no words that I can offer to make those feelings go away for any of us — it has happened despite our vigilant efforts to make sure our people, our Seattle campus, and all our offices are safe places to work and visit. It happened because one of our own, whom we trusted, abused that trust. Our team identified and fired this former colleague, collaborated with law enforcement to bring them to justice, and gratefully the Seattle Police Department has arrested the individual responsible for the pain we are all feeling.

Some of you may have observed or heard that Seattle police were in the office yesterday to execute an additional search to make sure there was no other relevant evidence to the case. They did remove some items that may be relevant to the case (mentioned in our Chief Security Officer Kurt John’s message), but no additional recording devices were found. With that done we will be closing the Seattle campus this weekend through Monday to take additional security precautions as our teams continue to work to prevent anything like this from happening in the future. We’re closing campus as we do this work as an additional precaution. The best thing we can do now is help the authorities in every way possible, use resources to heal, and learn from this experience to put additional preventative measures in place.

Let me just end by saying that while we are not the first nor sadly the last company that will likely face something like this, the violation of our collective trust is real and will take time to heal. I know that reading incomplete news stories about our team’s significant efforts to protect employees and identify the individual responsible has been frustrating and disappointing during a disturbing time. While everyone responds to events like this in their own way, I want to reassure you that if you need some time and space, we understand and want you to care for yourselves. If you need some additional time to work remotely you can do so, including during Expedia Week. I urge you to use all the resources we are making available as we continue to ensure you are supported.

I am sorry for any distress this has caused you and can only say that our teams are working tirelessly to make sure you all feel safe and secure on our campuses.

Peter

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Videos of the Layoff

First, we read employees’ public posts about their layoff, commiserating with others. Now, we watch videos leading up to and during layoff.

In one video with 3.8 million views, we see jewishmillenial, a tech employee, await her layoff meeting at home. What’s useful to organizational leaders is to see the other side of the process—the employee’s perspective. We see her dread after receiving a “mysterious” 30-minute meeting scheduled with her boss’s boss and others in her group, one by one, “disappearing off of Teams.”

She gives us a periodic countdown to her being laid off, at one point, wondering why the company doesn’t just schedule a meeting for everyone instead of multiple individual meetings they have to wait for. Others complain about mass layoff meetings and having all technology immediately cut off. They believe the layoff is “inconsistent” or random and not performance based.

No one approach is perfect for everyone. A performance-based layoff at Cloudfare and other companies are also criticized. The Cloudfare one didn’t include the employee’s manager—just HR people—so that didn’t go over well. The HR representatives couldn’t answer her questions about why she was laid off or what the performance metrics are. The CEO did admit that managers should be involved in these meetings and that employees shouldn’t be blindsided by news of their underperformance. Of course, we don’t know how clearly performance feedback has been communicated in these cases, but we could say that the immediate manager lacks accountability. More typically, managers are involved in these meetings, whether performance based or not.

What makes us watch these videos? The voyeuristic pleasure of the layoff meeting is undeniable, and perhaps we feel a mix of empathy for the person, gratitude for still having a job, and fear of losing our job. For business communicators, they’re a reality show for one of the more difficult meetings a manager (or HR) will have, and we can learn how to plan and facilitate these interactions better.

Disclosing an Illness

Defense Secretary Lloyd J. Austin III delayed telling the White House about his prostate cancer, which raises questions about whether or when a corporate executive should disclose an illness.

At a news conference on January 9, Pentagon Press Secretary Gen. Patrick Ryder apologized for failing to notify proper channels when Austin was hospitalized:

I recognized that I should have tried to learn more and to press for an earlier public acknowledgement. So I want to offer my apologies and my pledge to learn from this experience. And I will do everything I can to meet the standard that you expect from us.

He also said, “Secretary Austin has taken responsibility for the issues with transparency.”

Leaders might naturally avoid disclosing an illness. A palliative care doctor said, “It’s very human to not want to have yourself sort of flayed open for the world to see.” He’s describing vulnerability, or emotional exposure. Others say it’s a coping mechanism, trying to control the uncontrollable. Compartmentalization—to a point—is a useful way to deal with a diagnosis. But experts warn that being too secretive can lead to isolation and may not get people the help they need.

Austin’s situation reminds me of others who have disclosed illnesses for good reasons. Alex Trebek, long-time Jeopardy! host announced is illness on air. He described his rationale for the message about his stage 4 pancreatic cancer diagnosis: to be “open and transparent” and to avoid “overblown or inaccurate reports.” His diagnosis has a particularly low survival rate, so the decision might have been easier for him, as he accepted his likely death. For different reasons, Senator John Fetterman revealed his mental health struggles, which was lauded as courageous and a way to normalize depression.

For corporate CEOs, the decision to disclose health issues is complicated because of the potential impact on customer, employee, or investor confidence. Famously, Steve Jobs downplayed and delayed disclosing his pancreatic cancer and other health issues, which was highly criticized for its impact on, for example, investor decision making, and was a troubling situation for some board members.

According to this Harvard Law article, “Best Practices for Disclosing Executive Health Issues,” the obligation for public disclosure is limited:

If a senior executive is incapacitated and therefore unable to perform his or her duties, disclosure is required (particularly if the executive performs certain roles [9] or is otherwise reasonably believed to be critical to the success of the company).

In addition to reviewing the risks and approaches, including a communication plan, the article authors provide examples of companies that gave full disclosures, mixed disclosures, and “The Silent Treatment.” They conclude: “Most risk arises from partial disclosures or “half-truths”—which should be avoided. Sometimes silence with respect to executive health is the best policy.” Maybe, but I’ll also quote a university communication executive: “The trust will come out.”

Corporate executives have difficult choices in these situations. In this case, Austin didn’t really have a decision to make: he should have followed protocol and did not.

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Boeing Crisis Comms Need Work

Once again, Boeing is in crisis communication mode trying to explain plane failures. Messaging could sound more authentic and compassionate.

After part of the fuselage fell off an Alaska Airlines Boeing 737 Max 9 plane, United found loose bolts needing “additional tightening” on the same model. In a flashback to the horrible deaths caused by MAX planes five years ago, the FAA grounded 171 of the planes.

On its website, Boeing lists daily “Updates,” but none of them acknowledge the fear (and of course, the inconvenience) to passengers. The audience for these messages is the public, and communications to passengers seem to be missing. One update restates what CEO Dave Calhoun said in a company-wide meeting to employees:

When it comes to the safety of our products and services, every decision and every action matters. And when serious accidents like this occur, it is critical for us to work transparently with our customers and regulators to understand and address the causes of the event, and to ensure they don’t happen again. This is and must be the focus of our team right now. I am deeply grateful to our colleagues who have been working tirelessly on our company’s response over the past two days.

We will spend time together Tuesday talking about our company’s response to this accident, and reinforcing our focus on and our commitment to safety, quality, integrity and transparency. While we’ve made progress in strengthening our safety management and quality control systems and processes in the last few years, situations like this are a reminder that we must remain focused on continuing to improve every day.

On January 9, a video of Calhoun talking with employees was posted on the site. In this message, he found some emotion, referring to the shocking pictures, which reminded him that he’s a parent and grandparent. His delivery style is natural, but much of the message sounded canned. Imagine if he said “honesty,” instead of “transparency,” which he announced like a section heading:

[Honesty.] Let me talk a little bit about what I did today and what I’ll keep doing with members of our team who are with us today. We’re going to approach this, number one, acknowledging our mistake. We are going to approach it with 100% in complete [honesty] every step of the way.”

Transparency seems best achieved through actions rather than promises—like safety.

Unfortunately for Boeing, other media sources aren’t reflecting well on the company. Several passenger TikTok videos show the missing part of the plane. (Passengers are uncharacteristically calm, perhaps because this is one of those situations when they have absolutely no control and no choice but to surrender.) A former employee whistleblower told CNBC, “It really wasn’t a surprise, sadly.”

In a CNBC interview, Corporate Communication Professor Paul Argenti criticized Boeing’s “focus on profits rather than safety, and you need to do both.” He encouraged a greater sense of urgency in [CEO Dave] Calhoun’s response: “I don’t see him saying the kinds of things that would give me confidence in the organization.” Argenti said that we need to know what went wrong and what the company will do to fix it, and “They need somebody new. . . a hero to come in and save this company.” The former CEO also struggled with communication.

Air Alaska showed a bit more compassion towards customers on the flight, but it’s at the end of the statement:

A statement from Alaska Airlines CEO, Ben Minicucci:

At Alaska Airlines, safety is our foundational value and the most important thing we focus on every day. Following tonight’s event on Flight 1282, we have decided to take the precautionary step of temporarily grounding our fleet of 65 Boeing 737-9 aircraft. Each aircraft will be returned to service only after completion of full maintenance and safety inspections. We anticipate all inspections will be completed in the next few days.

I am personally committed to doing everything we can to conduct this review in a timely and transparent way.

We are working with Boeing and regulators to understand what occurred tonight, and will share updates as more information is available. The NTSB is investigating this event and we will fully support their investigation.  

My heart goes out to those who were on this flight – I am so sorry for what you experienced. I am so grateful for the response of our pilots and flight attendants. We have teams on the ground in Portland assisting passengers and are working to support guests who are traveling in the days ahead.

-Ben