H&M’s “Conscious” Clothing: Sustainable Savior or Greenwashing Sham?

Discussion Questions and Answers:

1. Balancing Sustainability and Transparency:

Companies like H&M can avoid greenwashing by focusing on specific and verifiable claims about their sustainability initiatives. This includes providing data, using clear language, and avoiding vague terms like "eco-friendly" without explanation.

Transparency is key. Companies should disclose their entire environmental footprint, not just highlight selective positive aspects. This fosters trust and allows stakeholders to understand the ongoing efforts and areas for improvement.

Focus on progress, not perfection. Communicating concrete steps taken and measurable goals for the future demonstrates genuine commitment, even if the journey is ongoing.

2. Bridging the Gap and Managing Expectations:

Acknowledge the inherent challenges of their business model and its impact on sustainability goals. Honesty builds trust and avoids misleading portrayals.

Focus on long-term vision and commitment to evolving the business model towards greater sustainability. Outline concrete steps and timelines for progress.

Engage in open dialogue with stakeholders like consumers, environmental groups, and investors. This allows for feedback, fosters collaboration, and helps manage expectations.

Use communication strategically to educate consumers about the complexities of achieving sustainability in their industry. This fosters understanding and avoids unrealistic expectations.

By implementing these strategies, companies like H&M can navigate the complex landscape of sustainability communication, build trust with stakeholders, and avoid the pitfalls of greenwashing.

How the Excellence in Business Communication Addresses This Scenario


Excellence in Business Communication includes several core concepts directly relevant to the H&M case. Here's how those concepts can be explained:

  • Ethical Communication: The concept of balancing transparency with promotional messaging in the context of sustainability relates directly to ethical business communication. The textbook covers:

    • Identifying misleading or exaggerated claims.
    • The importance of truthfulness and avoiding deceptive practices.
    • How to back up claims with reliable data and evidence.
       

  • Balancing Stakeholder Interests: This textbook explores the need to consider and address the viewpoints of multiple stakeholders. H&M must balance the messaging for:

    • Environmentally conscious consumers: Expect transparency and genuine change.
    • General consumers: May focus on price and trends.
    • Shareholders: Desire profitability and growth.
    • Employees: Seek job security, fair treatment, and a company they believe in.
       

  • Navigating Complex Expectations: Communicating sustainability in an era of intense scrutiny falls under this category. The textbook covers:

    • Audience analysis: How to understand different groups' values and communication preferences.
    • Crisis communication: Proactively addressing potential criticisms or accusations of greenwashing.
    • Reputation management: Building long-term trust through consistent, values-driven messaging.

Key Lessons for Business Communication Students

The H&M case presents a valuable real-world scenario that highlights several critical lessons from the world of business communication:

  • The Power (and Risk) of Sustainability Claims: Sustainability is a major selling point, but audiences are vigilant against greenwashing.
  • Transparency is Not Optional: Companies must be willing to be open about successes and shortcomings, acknowledging the complexities involved.
  • Ethical Dilemmas are Inherent: Businesses often operate with competing interests and imperfect solutions, requiring careful message balancing.
  • Nuance Matters: Simple "good vs. bad" narratives don't capture the reality of corporate efforts. Students must learn to communicate progress and plans without misleading.

Elevate Your Business Communication Instruction: Effective Strategies for Success


As a business communication instructor, shaping future professionals requires a dynamic approach that fosters both knowledge and practical skills. Here are key strategies to become a more effective instructor and empower your students, supported by research references:

1. Tailor your communication to your audience. Understand your students' backgrounds, learning styles, and career aspirations. Adapt your communication style and course content to their needs, ensuring the material resonates and inspires engagement (Chickering & Reisser, 1993).

2. Bridge theory and practice. Make learning relevant by clearly communicating course objectives and incorporating real-world examples. Showcase how the concepts they're learning translate into practical scenarios they'll encounter in their careers (Bransford et al., 2000).

3. Create a dynamic learning environment..Maintain organization, provide regular assessments for self-evaluation, and leverage multimedia tools like presentations, videos, and online resources. This keeps your lessons engaging and caters to diverse learning preferences (Chickering & Gamson, 1987).

4. Foster collaboration and inclusivity. Encourage teamwork through group discussions, case studies, and role-playing exercises. This builds a supportive learning community where diverse perspectives are valued, fostering growth and collaboration (Johnson & Johnson, 2009).

5. Stay ahead of the curve. Remain updated on the latest business communication trends by reading industry publications, attending conferences, and taking relevant courses. This ensures your curriculum reflects current practices and prepares students for success in the evolving business landscape (Kuh, 2003).

6. Employ diverse teaching methods. Engage students with a variety of teaching methods beyond lectures. Utilize group discussions, case studies, role-playing exercises, simulations, and technology-aided presentations to cater to different learning styles and keep students actively involved (Chickering & Gamson, 1987).

7. Provide constructive feedback.Offer clear and actionable feedback to help students refine their communication skills. This personalized guidance empowers them to identify areas for improvement and track their progress (Bangert et al., 2002).

8. Assess effectively. Design assessments that accurately measure student learning and progress. Offer opportunities for them to apply their knowledge through practical exercises and projects, solidifying their understanding (Angelo & Cross, 1993).

9. Build connections. Facilitate connections between students and professionals in the field. Organize guest lectures, industry visits, or career networking events. This exposure provides valuable insights and strengthens their professional network (Jacobi, 2014).

10. Embrace technology. Integrate technology seamlessly into your teaching. Utilize multimedia tools in lessons, create interactive online resources, and leverage online discussion forums for collaborative learning (Picciano, 2007).

11. Prioritize organization and time management. Effective feedback and student support require efficient time management skills. Stay organized and plan your course effectively to ensure timely communication and support for your students (Larson-Hall & Gollnick, 2010).

12. Continuously improve. Regularly evaluate your teaching methods and materials, seeking feedback from students, colleagues, and industry professionals. This self-reflection allows you to continuously refine your approach and stay informed about best practices (Schon, 1983).

By implementing these strategies, supported by research on effective teaching and learning, you can create a dynamic and enriching learning environment that empowers your students to become confident and effective business communicators, prepared to thrive in business.


How Excellence in Business Communication Can Elevate Your Teaching

The textbook, Excellence in Business Communication, can significantly enhance your ability to implement the strategies you've implemented and elevate your teaching to a new level. Here's how:

1. Tailoring Communication and Bridging Theory and Practice. The textbook provides diverse communication approaches like clear explanations, storytelling, and case studies, allowing you to adapt your style to different learning preferences. It offers a wealth of real-world examples and case studies across various industries, making it easier to showcase the practical application of theoretical concepts.

2. Creating a Dynamic Learning Environment: The book includes interactive exercises, discussion prompts, and role-playing scenarios that you can directly incorporate into your lessons, fostering active participation and collaboration. It offers guidance on utilizing multimedia tools like presentations, videos, and online resources, aligning with strategy number 10 above.

3. Fostering Collaboration and Inclusivity: The textbook provides suggestions for group activities, team projects, and peer review exercises, directly supporting strategy number 4 above.It emphasizes the importance of creating a respectful and inclusive classroom environment where diverse perspectives are valued.

4. Staying Ahead of the Curve and Employing Diverse Teaching Methods:The textbook is regularly updated to reflect the latest trends and best practices in business communication, aligning with strategy number 5 above.

 5. Providing Constructive Feedback and Assessing Effectively:  The book offers guidance on providing effective feedback that is specific, actionable, and focused on improvement, aligning with strategy number 7 above. It suggests various assessment methods like case studies, presentations, and portfolios, supporting strategy number 8 above.

6. Building Connections and Embracing Technology: The textbook provides guidance on inviting guest speakers from the business world, aligning with strategy number 9. It encourages the use of online learning platforms and collaborative tools, supporting strategy number 10 above.

Overall, using Excellence in Business Communication as a resource can save you significant time and effort in lesson planning, providing you with readily available materials and activities that directly support the effective teaching strategies outlined in this post.

Additionally, the book can serve as a springboard for further exploration and adaptation. The provided references and case studies can inspire you to develop your own unique teaching methods and activities, catering to your specific students and course objectives. By leveraging the comprehensive content and practical guidance offered by "Excellence in Business Communication," you can significantly enhance your teaching effectiveness and empower your students to become confident and successful business communicators.

References:

Angelo, T. S., & Cross, K. P. (1993). Classroom assessment techniques: A handbook for college teachers. Jossey-Bass.

Bangert, R. L., Blasi, K. A., & Smith, D. G. (2002). Effective feedback in writing and research courses. Jossey-Bass.

Bransford, J. D., Brown, A. L., & Cockins, R. (2000). How people learn: Brain, mind, experience, and school. National Academies Press.

Chickering, A. W., & Gamson, Z. F. (1987). Seven principles for good practice in undergraduate education. AAHE Bulletin, 39(7), 3-7.

Chickering, A. W., & Reisser, L. (1993). Education and identity. AAHE Bulletin, 45(3), 3-9.

Jacobi, M. (2014). Connecting classroom learning to professional practice: Strategies for business communication courses. Journal of Business Communication, 51(3), 306-3

Lost in Rome, Ignored at Home: CEO Finally Answers After Online Shaming Storm

Ripped from the Headlines: United AirlinesANSWERS TO DISCUSSION QUESTIONS

1. How can CEOs effectively communicate with frustrated customers during a crisis, balancing personal engagement with the risk of appearing inauthentic or staged?

Balancing act: CEOs need to find a middle ground between:

Authentic empathy: Showing genuine understanding and concern for the customer's situation.

Transparency and accountability: Acknowledging mistakes and outlining concrete steps to resolve the issue.

Maintaining professionalism: Avoiding excessive drama or apologies that sound scripted.

Effective strategies:

Respond promptly and publicly: Acknowledge the issue on social media or relevant platforms where the customer raised it.

Express genuine empathy: Use sincere language that validates the customer's frustration.

Offer specific solutions: Explain what is being done to address the issue and provide a timeline for resolution.

Be transparent: Share details without making excuses or blaming others.

Listen and engage: Encourage further communication and answer questions openly.

Personalize the response: If appropriate, a personal apology from the CEO can demonstrate commitment.

Avoiding inauthenticity:

Be consistent with past actions: Actions must match words to avoid appearing disingenuous.

Avoid scripted language: Use genuine and personalized language.

Focus on solutions, not excuses: Don't blame external factors or deflect responsibility.

Stay professional: Avoid emotional outbursts or unprofessional language.

2. Public shaming for customer advocacy: Can it be ethical and effective? Discuss communication strategies, potential harm, and impact on companies and customer relationships.

Ethical considerations:

Proportionality: The severity of the shaming should be proportional to the offense.

Targeting: Aim criticism at the responsible party, not innocent individuals.

Accuracy: Ensure information shared is accurate and verifiable.

Intent: Avoid personal attacks and focus on constructive criticism.

Potential harm:

Reputational damage to company and individuals: Can go beyond the specific issue and harm innocent employees.

Escalation of conflict: Can create hostility and make resolution more difficult.

Unintended consequences: May impact other customers and employees negatively.

Effective communication strategies:

Focus on facts and evidence: Present a clear and factual account of the issue.

Direct criticism responsibly: Target the relevant parties and avoid personal attacks.

Seek constructive solutions: Propose solutions and engage in dialogue with the company.

Maintain respectful communication: Avoid inflammatory language and harassment.

Impact on companies and customer relationships:

Can pressure companies to take action: Public shaming can be a powerful tool for change.

Can damage customer trust: If mishandled, it can alienate customers and harm relationships.

Can create fear and silence: Fear of public shaming can deter legitimate customer complaints.

Overall, public shaming can be a double-edged sword. It can be effective in driving change, but it's crucial to consider the ethical implications, potential harm, and responsible communication strategies before resorting to it.

Remember, the goal is to achieve a fair and just resolution, not simply inflict harm. Encourage students to consider alternative approaches like direct communication, formal complaints, or seeking media attention through ethical channels before resorting to public shaming.

A Personal Note from Court Bovee and John Thill

Subject: The Thrill of Business Communication in a Dynamic World

Exciting times lie ahead for business communication educators! Current events constantly offer real-world examples that can motivate and energize students, propelling them towards even greater success.

We understand the challenge of incorporating real-world scenarios into your curriculum. That's why in upcoming posts, I'll be providing a selection of the posts mentioned below, featuring actual companies, their communication challenges, and suggested discussion prompts with insightful answers.

We believe this practical approach is key to successful teaching. My coauthor and I have always integrated numerous real-world examples from diverse companies within our textbooks. However, my LinkedIn content will stand out for its immediacy. That's why I'm launching a series titled "Ripped from the Headlines."

Get a sneak peek at upcoming titles:

How Airbus Mastered Multilingual Communication

Effective Communication Saved the Day at Amazon

Dropbox: Leveraging Communication for Remote Collaboration

Domino's: Mastering the Art of Business Communication

Peloton Found Its Rhythm Through Business Communication

Uber: The Impact of Business Communication on Conflict

Five Lessons in Business Communication (the Hard Way): Equifax

Ikea's Recipe for Global Harmony

In a separate series called "Optimize Your Business Communication Instruction," I'll share the latest research findings on essential topics like visual communication, algorithms, business writing, interviewing and resumes, social media, listening, email, and reports.

Recognizing the complexities of business communication, I've created "The Mysteries of Business Communication" series. Dive into topics like:

The Body Language Enigma

The Power of Tone

The Nonverbal Void

The Power of Silence

Grasping Speaker Intent and Emotions

The Charisma Conundrum

Join the discussion in "What Do You Think," a thought-provoking series exploring:

Caught Between a Clock and a Camera: The Employee's Privacy Paradox

Like It or Like It Not: Navigating the Social Media Tightrope

Ha-Ha, or Huh-Oh: Office Humor's Minefield

In-Box Obituary: Is Email Dead or Evolving?

Finally, "Bovee & Thill Playbook: Unmasking the Secrets of Business Communication in 2024" offers insights into:

The Magic of AI and Visuals in Messaging

Presentation Skills with Next-Gen Performance Solutions

The Trojan Horse of the Mind: Why Stories Conquer (and Win Hearts)

Emotional Insights at the Speed of Light: Microexpressions

As pioneers in covering digital communication in business communication textbooks, we were the first to cover social media, mobile communication, and artificial intelligence. Naturally, our most extensive coverage of AI appears in the highly acclaimed 14th edition of "Excellence in Business Communication." We appreciate the positive feedback it has received and encourage you to explore it yourself. You can obtain an examination copy by clicking here.

Want to receive these posts as soon as they're published? Join my group, Teaching Business Communication, on LinkedIn! Over 3,400 members enjoy weekly updates and engage in discussions.  Click here to join.

Cardi B, Kim K, and the Price of Poor Disclosure: A Business Communication Lesson

ANSWERS:

Here's a breakdown of the questions and how to approach answers, considering some ethical complexities involved:

Question 1: Does pairing health-focused products with popular influencers create a false sense of scientific legitimacy or medical endorsement?

Yes, it often can. Many influencers don't have qualifications in health, nutrition, or medicine. Their popularity arises from other factors (aesthetics, entertainment value, etc.). When they promote health products, it can mislead audiences into thinking there's more scientific backing than there is.

The "Halo Effect": We trust people we like or find attractive. Their presence alongside a product makes us favorably disposed towards it, even without solid evidence.

Companies intentionally do this: They know influencers will boost sales even if the influencer lacks genuine expertise.

Question 2: How can companies avoid this perception?

Transparency: Clear disclaimers that an influencer is not a medical professional, and their statements shouldn't replace advice from a doctor.

Vetting: Work with influencers who align with evidence-based health practices. Someone selling detox teas is probably not a great choice if a company truly cares about the science behind their products

Tone Down Claims: Instead of making big promises, focus on how a product might fit into a balanced lifestyle. Avoid sounding like the influencer is prescribing medication.

Question 3: When should influencers refuse lucrative partnership opportunities due to ethical concerns surrounding the product or messaging?

This is a personal line each influencer must draw, but here are situations where refusal is likely warranted:

Conflicts of Interest: If the product goes against the influencer's normally stated beliefs (e.g., a vegan influencer promoting a meat-heavy diet for money).

Dishonesty: When the influencer knows the claims about the product are deceptive or exaggerated.

Potential Harm: If there are known risks associated with the product, especially if the influencer's followers are a particularly vulnerable demographic.

Gut Feeling: If something makes them genuinely uncomfortable, even if they can't pinpoint the exact reason, sometimes listening to one's internal ethical compass is necessary.

Additional Thoughts

Regulation is lacking in this space, allowing dubious practices to continue. Consumers and influencers themselves need to be aware of these marketing tactics.

Critical thinking is needed by consumers. Don't trust health claims from someone just because they're famous or look fit.

Fame doesn't equal knowledge. A huge following does not equal medical expertise.

By dissecting real-world situations like these, and as in done in Excellence in Business Communication, 14th Edition, business communication students learn to think critically about messaging, ethics, and audience perception. They recognize the power of persuasive techniques and identify instances where those techniques cross into manipulation. Analyzing "ripped from the headlines" scenarios demonstrates the real risks when communication goes wrong, preparing students to become thoughtful and responsible communication professionals.

————————————————————————————————————————————————————————-

Subject: Spark Student Interest in Business Communication with "Ripped from the Headlines" Discussions

Dear Business Communication Instructor,

Want to prove your subject matter isn't just theory? This newsletter links your lessons to THIS WEEK'S news – crisis communication fails, deepfakes, AI blunders, and more. It's packed with ready-to-use talking points to show students how their business communication skills will be essential in their future careers.

This headline supercharges student motivation with these key strategies:

Extrinsic Motivation: It directly links course material to potential career consequences, acting as an extrinsic motivator. Students understand that business communication isn't just about grades, but about real-world success.

Intrinsic Motivation: Analyzing current events and engaging in lively discussions fosters intrinsic motivation. This makes learning enjoyable and builds a positive association with the subject matter.

Relevance-Based Motivation: Demonstrating how current headlines relate to core concepts enhances motivation. Students see the subject as important and timely, boosting interest and engagement.

Need to streamline your lesson planning? This newsletter does the prep work for you! Each story links to a key business communication concept and includes thought-provoking discussion questions. We hope this makes your classes the ones students can't stop talking about!

This dynamic teaching is made possible with Excellence in Business Communication, a textbook that stands out with its unmatched focus on real-world skills and the rapidly evolving digital landscape. It features current headlines, explores the complexities of AI and deepfakes, and prioritizes ethical, adaptable communication in a way no other textbook does.

This contemporary approach means students won't just learn theories–they'll tackle the problems facing today's businesses. Emphasis on critical thinking and audience analysis prepares them to adapt to communication challenges on the horizon. With "Excellence," lessons transcend the classroom, ensuring graduates enter the workforce with a competitive edge.

The emphasis on building trust and authenticity in this era of heightened skepticism reinforces the value of true connection alongside technological efficiency. This is why Excellence in Business Communication is being so widely adopted by business communication instructors in 2024.

See the brochure for Excellence in Business Communication, 14th Edition: Video: . How Does Your Text Compare? . To request examination copies of Bovee and Thill's award-winning business communication textbooks (instructors only), visit this ordering page.

Back to Basics: Giving Constructive Feedback

This is the sixth post in our series on the fundamentals of business communication, from what it means and why it matters to tips and techniques for success. We’ll present the information in ways that you can share directly with your students, and we hope this information will enhance your lectures and class discussions.

With a new school year underway, you probably have plans for collaborative writing and presentation projects for your students. Any time a student is asked to assess a teammate’s creative output (formally or informally) is a great opportunity to practice the essential skill of giving constructive feedback.

Here are eight tips for providing feedback that is helpful and that maintains a positive working relationship:

  1. Think through your suggested changes carefully. In business, documents and presentations often illustrate complex relationships between ideas. Isolated and superficial edits that don’t grasp the big-picture message or the intricate details can do more harm than good.
  2. Discuss improvements rather than flaws. Instead of saying “this is confusing,” for instance, explain how the writing can be improved to make it clearer.
  3. Focus on controllable actions. The writer may not have control over every variable that affects the quality of the message, so focus on those aspects the writer can control.
  4. Be specific. Comments such as “I don’t get this” or “Make this clearer” don’t give the writer much direction.
  5. Keep feedback impersonal. Focus comments on the message, not on the person who created it.
  6. Verify understanding. If in doubt, ask for confirmation from the recipient to make sure the person understands your feedback.
  7. Time your feedback carefully. Respond in a timely fashion so the writer has sufficient time to implement the changes you suggest.
  8. Highlight any limitations your feedback may have. If you didn’t have time to give the document a thorough edit, or if you’re not an expert in some aspect of the content, let the writer know so that your comments can be implemented appropriately.

 

Adapted from Courtland L. Bovée and John V. Thill, Business Communication Today, 15th Edition, 2021, p. 42–43. Constructive feedback is also addressed in our titles Excellence in Business Communication, Chapter 3, and Business Communication Essentials, Chapter 2.

 

Media Skills: Five Tips for Using Communication Technology Effectively in Business Communication

This is the fifth post in a new series in which we explore a variety of essential skills for using digital, social, and visual media. We’ll present the information in ways that you can share directly with your students, and we hope this information will enhance your lectures and class discussions.

Technology brings a wide variety of potential benefits to business communication, which can be grouped into five key areas:

  • Making communication more effective by helping people craft messages that convey their ideas more clearly and persuasively
  • Making communication more efficient by reducing the time and effort needed to create, transmit, and consume messages
  • Improving research to help communicators discover, process, and apply information
  • Assisting communicators with decision-making by guiding them through complex sets of data
  • Removing communication barriers so more people can participate in the communication process more easily

You probably take advantage of many benefits provided by communication technology already, from spell checkers to search engines to a voice-input virtual assistant on a smartphone. While technology can help communicators in some powerful ways, these benefits don’t come automatically. When tools are designed poorly or used inappropriately, they can hinder communication more than help.

To use communication technology effectively, bear the following five points in mind.

Keep Technology in Perspective

Any technology is simply a tool, a means by which you can accomplish certain tasks. Technology is an aid to communication, not a replacement for it. Moreover, it can get in the way if not used thoughtfully. Keeping your focus on your messages and your audiences will help ensure you use technology to enhance the communication process without overwhelming it.

Guard Against Information Overload

The overuse or misuse of communication technology can lead to information overload, in which people receive more information than they can effectively process. Information overload can cause distractions, stress, mistakes, and communication breakdowns, and minimizing it is a shared responsibility.

As a receiver, be your own gatekeeper and stay mindful of what information you allow in. Periodically “prune” your information channels to avoid material you no longer need, and use filtering features in your systems to isolate high-priority messages that deserve your attention.

As a sender, make sure you don’t send unnecessary messages or poorly crafted messages that require multiple rounds of clarification.

Use Your Tools Wisely

Facebook, Twitter, YouTube, and other communication technologies are key parts of what has been called the information technology paradox, in which information tools can waste as much time as they save. In addition to distracting employees from work responsibilities, inappropriate use can also leave companies vulnerable to lawsuits and security breaches.

Use Your Tools Efficiently

Knowing how to use your tools efficiently can make a big difference in your productivity. You don’t have to become an expert in most cases, but you do need to be familiar with the basic features and functions of the tools you are expected to use on the job. As a manager, make sure your employees are trained to use the systems you expect them to use.

Reconnect in Person When You Can

Even when it is working well, communication technology can still present barriers to understanding and healthy emotional connections. Messaging, email, and other text-heavy modes are particularly prone to misunderstandings and bruised feelings because they can’t convey nuances and emotions the same way that voice, video, and in-person conversation can.

Whenever you sense that you’re stuck in a loop of confusion or negativity, pick up the phone or visit the other party in person if you can. A few minutes of direct conversation can often work wonders.

Adapted from Courtland L. Bovée and John V. Thill, Business Communication Today, 15th Edition, 2021, pp. 16–17. This topic is also addressed in our titles Excellence in Business Communication, Chapter 1, and Business Communication Essentials, Chapter 1.

Back to Basics: Avoiding Ethical Lapses in Business Communication

This is the fifth post in a new series in which we revisit the fundamentals of business communication, from what it means and why it matters to tips and techniques for success. We’ll present the information in ways that you can share directly with your students, and we hope this information will enhance your lectures and class discussions.

 

Ethical communication includes all the information an audience needs to make an informed decision or take an informed stance on an issue and is not deceptive in any way. Whenever you communicate in business, you ask audiences to trust that you will provide information that is complete and true.

If you intentionally violate that trust, you have engaged in unethical communication. Unethical communication can take several forms: withholding information, distorting information, and plagiarizing. Note that some of these choices can also be illegal in certain circumstances.

Withholding Information

Senders can be tempted to intentionally withhold information, such as avoiding taking responsibility for mistakes or presenting an incomplete set of facts when making a proposal. The widespread use of social media has increased the attention given to the issue of transparency, which in this context refers to a sense of openness, of giving all participants in a conversation access to the information they need to accurately process the messages they are receiving.

In addition to the information itself, audiences deserve to know when they are being marketed to and who is behind the messages they read or hear. Two important concerns in this regard are native advertising and stealth marketing. Native advertising, also known as sponsored content, is advertising material that is designed to look like regular news stories, articles, or social media posts. The U.S. Federal Trade Commission (FTC) requires companies to label such material as sponsored content if it is likely to mislead consumers into thinking it is “anything other than an ad.” Industry groups such as the Word of Mouth Marketing Association and the Interactive Advertising Bureau give their members specific guidelines to help prevent consumer confusion.

Stealth marketing is the practice of promoting companies and products without making it clear to the audience that marketing activity is taking place. For example, “street team” marketing, in which team members promote goods and services to their friends and members of the public in exchange for prizes or other compensation, is unethical if team members don’t disclose the fact that they are affiliated with a company and are being rewarded for their efforts. Such practices also violate FTC advertising guidelines.

Distorting Information

Intentionally distorting information is also a form of unethical communication. This distortion can involve words, numbers, or images. For example, selectively misquoting someone in order to create a different impression than that person intended is unethical. Statistics and other numerical data can also be presented in ways that distort their implications.

Two examples are using averages to conceal extreme individual values and manipulating trend calculations to suggest future values that the underlying data might not support. For example, you might boast that sales increased 40 percent in April as evidence of a big upward trend, when in fact March sales had been a disaster and all that 40 percent increase did was bring sales back to their earlier level.

Images can be manipulated in unethical ways, such as altering photos or changing the scale of graphs and charts to exaggerate or conceal differences. Distortion and outright fabrication of information are becoming greater concerns as the tools for manipulating sound, images, and video become more sophisticated.

Convincingly “Photoshopping” images to fool audiences (using Adobe Photoshop or a similar program) has been possible for a while now, and the same potential for deception is becoming possible for sound and video files—a phenomenon known as deep fakes.

Business communicators must be more vigilant than ever as information consumers and more careful than ever as information creators.

Plagiarizing

Plagiarism is presenting someone else’s words or other creative product as your own. Note that plagiarism can also be illegal if it violates a copyright, which is a form of legal protection for the originators of creative content. Copyright law covers a wide range of creative expression, including writing, visual design, computer programming, and sound and video recording.

Note that plagiarism standards and copyright law don’t mean you can never use someone else’s work. However, you must use it ethically and legally, including properly documenting your sources, clearly labeling anyone else’s words and images as theirs, and using only minor portions, such as brief quotations. (Depending on the nature of the project and the material, you might need to get written permission to use material.) You can be sued for copyright infringement if you copy a significant part of a work, even if you don’t copy it word for word or profit from doing so.

The concept of fair use provides some flexibility in using others’ creative work without violating copyright, particularly for noncommercial use, but there are no precise guidelines on how much you can use. And as attorney Kerry O’Shea Gorgone explains, fair use can only be invoked as a legal defense after a copyright owner sues you for infringement. You can’t simply take someone else’s content and preemptively label it as “fair use.”

Get in the habit of double-checking yourself on these pitfalls, and you’ll be assured of earning respect as an ethical communicator.

 

Adapted from Courtland L. Bovée and John V. Thill, Business Communication Today, 15th Edition, 2021, p. 24–25. The basic communication process is also addressed in our titles Excellence in Business Communication, Chapter 1, and Business Communication Essentials, Chapter 1.

 

Media Skills: Writing Promotional Messages for Social Media

This is the fourth post in a new series in which we explore a variety of essential skills for using digital, social, and visual media. We’ll present the information in ways that you can share directly with your students, and we hope this information will enhance your lectures and class discussions.

The AIDA model (Attention, Interest, Desire, Action) and similar approaches have been successful with marketing and sales messages for decades, but in the social media landscape, consumers are more apt to look for product information from other consumers, not the companies marketing those products. Consequently, your emphasis should shift to encouraging and participating in online conversations. Follow these guidelines:

  • Facilitate community building. Give customers and other audiences an opportunity to connect with you and one another, such as on your Facebook page or through members-only online forums.
  • Listen at least as much as you talk. Listening is just as essential for online conversations as it is for in-person conversations.
  • Initiate and respond to conversations within the community. Through content on your website, blog posts, social network profiles and messages, newsletters, and other tools, make sure you provide the information customers need to evaluate your products and services. Use an objective, conversational style; people in social networks want useful information, not “advertising speak.”
  • Provide information people want. This information can include industry-insider news, in-depth technical guides to using your products, answers to questions posted on community Q&A sites, and general advice on product selection and usage. This strategy of content marketing is a great way to build customer relationships by providing value-added information.
  • Identify and support your champions. In marketing, champions are enthusiastic fans of your company and its products. Champions are so enthusiastic they help spread your message through their social media accounts and other outlets, defend you against detractors, and help other customers use your products.
  • Be real. Social media audiences respond positively to companies that are open and conversational about themselves, their products, and subjects of shared interest. In contrast, if a company is serving its stakeholders poorly with shoddy products, bad customer service, or unethical behavior, an attempt to improve its reputation by adopting social media without fixing the underlying problems is likely to fail as soon as audiences see through the superficial attempt to “be social.”
  • Integrate conventional marketing and sales strategies at the right time and in the right places. AIDA and similar approaches are still valid for specific communication tasks, such as conventional advertising and the product promotion pages on your website.

 

Adapted from Courtland L. Bovée and John V. Thill, Business Communication Today, 15th Edition, 2021, pp. 358–359. Social media communication is also addressed in our titles Excellence in Business Communication, Chapter 8, and Business Communication Essentials, Chapter 6.

Back to Basics: Crafting Messages to Cut Through the Clutter

This is the fourth post in a new series in which we revisit the fundamentals of business communication, from what it means and why it matters to tips and techniques for success. We’ll present the information in ways that you can share directly with your students, and we hope this information will enhance your lectures and class discussions.

For an audience member to receive a message, three events need to occur: The receiver must sense the presence of a message, select it from all the other messages clamoring for attention, and perceive it as an actual message (as opposed to random, pointless noise).

You can appreciate the magnitude of this challenge by walking down any busy street in a commercial section of your town or city. You will encounter hundreds of messages—billboards, posters, store window displays, car stereos, people talking, car horns, street signs, traffic lights, and so on. However, you will sense, select, and perceive only a fraction of these messages.

Today’s business audiences are much like pedestrians on busy streets. They are inundated with so many messages and so much noise that they can miss or ignore many of the messages intended for them. One of the mind’s defenses against this barrage is selective attention, which is focusing on a subset of the incoming stimuli or information sources and ignoring others. Not surprisingly, this focused attention can be helpful at times and harmful at others. If you are on your mobile phone trying hard to hear the other party, your mind will try to block out all the noise sources—one of which might be a car horn warning you to get out of the way.

The business course teaches a variety of techniques to craft messages that get noticed. In general, follow these five principles to increase your chances of success:

  • Consider audience expectations. Deliver messages using the media and channels that the audience expects. If colleagues expect meeting notices to be delivered by email, don’t suddenly switch gears and start delivering the notices via blog posts or group messaging without telling anyone. Of course, sometimes going against expectations can stimulate audience attention, which is why advertisers sometimes do wacky and creative things to get noticed. For most business communication efforts, though, following the expectations of your audience is the most efficient way to get your message across.
  • Make messages user-friendly. Even if audiences are actively looking for your messages, they may not get the messages if you make them hard to find, hard to navigate, or hard to read.
  • Emphasize familiarity. Use words, images, and designs that are familiar to your audience. For example, company websites usually put information about the company on a page called “About” or “About Us,” so today’s audiences expect to see such information on a page with this title.
  • Practice empathy. Make sure your messages speak to the audience by clearly addressing their wants and needs—not just yours. This is the essence of the “you” attitude.
  • Design for compatibility. Make sure your messages are compatible with the devices your audiences will use to read, listen to, or view them. For example, websites designed for full-size computer screens can be difficult to view on mobile devices, so contemporary web design emphasizes the need to support a wide variety of screen sizes and modes of interaction.

 

Adapted from Courtland L. Bovée and John V. Thill, Business Communication Today, 15th Edition, 2021, p. 13. The basic communication process is also addressed in our titles Excellence in Business Communication, Chapter 1, and Business Communication Essentials, Chapter 1.

 

3.01k