New American CEO Brings Good News for BP

The Story

Bob Dudley finally replaces Tony Hayward, the former CEO of BP.  Hayward has been held responsible for the oil spill in the Gulf -- and for a host of public relations failures, which added embarrassment to the company.  BP shares rose 3% on Friday as Dudley took the company lead and suggested that shareholder dividends, which had been suspended, may be reinstated.

Read more here and here.  Image source.

Discussion Starters

• What is the significance of Dudley, as BP's first American CEO, taking the lead at this point? How do you think this move might be received by people in the Gulf?  How might people within BP react?
• What are Dudley's challenges in rebuilding BP's image? 
• How can Dudley use the positive news of dividends to fuel (sorry) his positive messages?

Assignment Ideas

• Analyze a segment of Dudley's interview on BCC News. As a media consultant, provide your feedback: what did Dudley do well, and what changes do you suggest?  Write a memo summarizing your feedback to him directly.
• Write an article for BP's website announcing Bob Dudley's new role.  How will you position him and address Tony Hayward's departure?  After you finish a draft of your article, review BP's version of the announcement.  How does yours compare?  What, if any, changes would you make to your draft after seeing the official announcement?
• Write an email to employees about the 3% increase in share price. How can you promote this as a first step in BP's recovery?
• Imagine that you're Dudley.  Start a CEO blog and write your first entry.  How will you introduce yourself to the customers, investors, and the public?

Steve Jobs' Email: "Please Leave Us Alone"

The Story

Steve Jobs, CEO of Apple, is known for responding to emails personally.  Although typically short, his responses are often unexpected and appreciated.  But this week, a journalism student at Long Island University received a disappointing reply.  For a school project, she wanted to understand how iPads could be used in academic settings.  After leaving six unanswered voice mails for Apple's PR department, she emailed Steve Jobs.  In a series of emails (download), he explained why he couldn't answer her question individually, ending with, "Please leave us alone."

Read more here.  Image source.

Discussion Starters

• The student's voice mail messages and original email were neutral, but the result didn't turn out too well. What were Apple's missteps in this communication? In what ways was the company's response understandable?
• What are other ways the company -- and Steve Jobs personally -- could have handled the situation?

Assignment Ideas

• Imagine that you're Steve Jobs in this situation. You want to reply to emails personally (this is a good idea!), but you can't address the student's question individually. Instead of Jobs' first email response ("Our goals do not include helping you get a good grade. Sorry."), what could you write instead?
• Review several examples of Steve Jobs' emails on this website.  In small groups, discuss his approach to email. In what ways is his approach effective and ineffective? How does his approach differ from principles discussed in the Chapter 4 of the book?

Strong Earnings at Best Buy

The Story

Happy days (may be) here again.  Best Buy's second-quarter earnings are up a remarkable 61%.  This is good news the company can brag about, but some remain wary about consumer spending. 

 

Read more here.  Image source: laughingsquid.com.

Discussion Starters

• How can Best Buy capitalize on this good news in its communication with customers, analysts, investors, and employees?
• What are the potential downsides of Best Buy presenting a picture that's overly optimistic? How can company communicators temper their messages?

Assignment Ideas

• As the VP of sales and marketing at Best Buy, write a memo to all employees reporting the quarterly results and congratulating the group on a job well done.
• As the VP of the television division, one of the laggard groups at Best Buy, write a memo to employees in your division to share the results and help boost morale.
• As the director of the notebook computer division, write a handwritten note to one of your employees who has done an exceptional job in the past three months. How can you, in a personal way, show your appreciation for his or her hard work?  You may add your own details and examples.