BizCom in the News

Restaurant Offers Help During Boston Marathon Explosions

Where companies failed during Hurricane Katrina, at least one business got "goodwill" right during the Boston Marathon explosions. El Pelon Taqueria offered runners and others affected a place to relax, eat, and charge a phone—whether or not they can pay.

The message was retweeted 1244 times.

The owner's Twitter feed compliments the restaurant staff, working hard to serve people in need—and perhaps others who just want a good meal and to support a business that offers genuine help.

 
Discussion Starters:

• Compare El Pelon's approach to that of American Apparel's during Hurricane Sandy. If you were a consultant for companies, what guidelines would you suggest they follow during similar tragedies?
• Overall, how do you think El Pelon's sales will be affected this week? Make a prediction, and let's see whether we fnd articles written about the business in the next few days.

Exxon (Sort-of) Communicates Oil Clean-Up Efforts

Exxon is working triple time to manage the oil spill in Arkansas and communicate its efforts—but the company is missing the social media piece.

A pipeline breach caused thousands of barrels of oil to be unleashed into the water and 22 homes evacuated. Although a nearby lake was spared, the oil reached several residents' yards. The company says the cause of the spill is still under investigation.

The situation is reminiscent of the Exxon Valdez oil spill in 1989, when hundreds of thousands of barrels were spilled in Alaska. Of course no Exxon executive wants this link made too closely. 

On its website, Exxon posted this response:

ExxonMobil Pipeline Company Responds to Crude Oil Spill in Arkansas

MAYFLOWER, AR – March 29, 2013– Cleanup operations were continuing at the site of a spill of crude oil near Mayflower, AR, ExxonMobil Pipeline Company said today.

An apparent breach in the Pegasus pipeline carrying crude oil occurred late Friday afternoon. The pipeline has been shut in and crews are working to contain the spill.

“We regret that this incident has occurred and apologize for any disruption and inconvenience that it has caused,” said Karen Tyrone, southern operations manager of ExxonMobil Pipeline Company. “Our focus is on protecting health, safety and the environment.  We will be here until the cleanup is complete.”

Emergency response efforts are focused on ensuring community health and safety and keeping the crude oil from entering a nearby lake during cleanup.

Cleanup crews are using specialized equipment to recover oil. Additional resources are being mobilized to the area to assist with the cleanup response.

Air quality monitoring is being conducted in the impacted area.

The cleanup is being coordinated with the Department of Emergency Management and other local authorities. Notification to the Environmental Protection Agency and other agencies has taken place.

Members of the community who may be impacted or have questions can contact 1-800-876-9291.

The cause of the spill is under investigation.

The Pegasus pipeline is a 20-inch pipeline which originates in Patoka, IL and carries crude oil to the Texas Gulf Coast.

Customers have been notified and efforts are under way to minimize any potential impacts.

Since the initial announcement, Exxon has posted two updates:

• Cleanup Operations Continue (March 30)
• Update on Cleanup Operations (March 31)

A Facebook page for Exxon Mobile (misspelled) has critical posts but no voice of the company. If this isn't the company's page, then it should be removed, if possible.

Exxon has posted a few tweets, but only on April 3, a full five days after the spill on March 29.

Discussion Starters:

•  What should Exxon communicate, if anything, on social media? How should the company address comments such as the one above?

• Assess Exxon's website statements. What works well, and what would you suggest changing in the three posted so far?

Doctor's Handwritten Note Makes the Internet Rounds

A doctor hand wrote a lovely message to the husband of a woman who died. Within two weeks, the note had more than 2 million views on image-hosting site Imgur and countless views on other social media sites. The emergency-room doctor wrote that it's the first time in 20 years that he's been moved to write to a family.

This is a classic "goodwill" message, which requires nothing in return but spreads warmth and good wishes.

Discussions Starters:

• Why would the note generate so much interest? What's special about it? Consider the medium, writer, audience, and so on.
• When in your own life could it be appropriate to write a note by hand?

Lego Comes Through for Little Boy

For two years, James Groccia, an 11-year-old boy with Asperger's Syndrome, saved up for his dream Lego train set, but it had been discontinued. James wrote a letter to Lego and received a nice response—and the set he wanted.

 

James's mother, Karen, described the boy's process for writing the letter:

"James was very concise about what he wanted to say. He planned it, and I just helped him organize his thoughts."

How about that. James hasn't even taken a Business Communication course.

Lego's response is very enthusiastic and obviously tailored to James:

Discussion Starters:

• James's letter is great—for an 11-year-old boy—but it could be improved to meet business writing principles. What could be changed? 
• Lego's letter isn't perfect either. What would you advise that Megan change in future letters?

News Corp's Reorganization Announcement

News Corp will split into two separate, public companies: one focused on entertainment and the other on publishing. The company also announced the closing of its tablet newspaper because of low readership.

In a press release, the company announced leadership changes of the publishing company (News Corporation), additional organization changes in the New York office, organizational changes in the London office, and plans for the separation of the publishing company from the entertainment company (Fox Group).

In an internal email,  Chairman Rupert Murdoch explained the changes, complimented the employees' work, and shared his personal mission for the company:

"Many of you know that a belief in the power of the written word has been in my bones for my entire life. It began as I listened to my father’s stories from his days as a war correspondent and, later, a successful publisher. It deepened when, starting in grammar school, I rolled up my sleeves and worked alongside fellow students to publish school journals. I witnessed the hunger people had for well-written, thoroughly observed stories ... stories that provide not just information, but insight. That hunger is alive and well today; my personal mission is to serve and satisfy the human need for insight as well as I possibly can."

Image source.

Discussion Starters:

• Read the company's press release in detail. How is it organized? What works well about the structure, and what could be improved?
• What is your reaction to Murdoch's email to employees? What are his most important messages, and how do you think employees might react?