Persuasive Writing

Trish Hall, author of an upcoming book, “Writing to Persuade,” offers advice in a New York Times opinion piece. Most of her suggestions follow principles taught in business communication courses:

• Tell the truth. Hall says that emotions are usually more persuasive than facts, which is true, yet she cautions against losing trust. Her advice is backed by research on behavioral integrity—doing what we say we’re going to do.

• Be quick about it. Hall emphasizes conciseness, a well-worn principle of business communication.

• Banish jargon. Using simple language is another core principle of business communication.

• Know your audience. Hall recommends listening to what your reader needs; for example, condolence notes should include something personal about the loved one. Tailoring to the audience is good advice for any message.

• Just ask. Hall says people could ask more directly for what they want. I agree, but I’m not sure about her example, which is for “Getting someone to show up”:

  No:

  Dear Everyone,

  I’m involved with a group that gives scholarships to young people and I am hoping that some of you might be able to attend our celebration next Monday. Let me know if you can.

  Yes:

  Dear Trish,

  I’m involved with a group that gives scholarships to young people and I am hoping that you can attend our celebration next Monday. A number of people you know, including John and Jim, will be there. Can I leave your name at the door? It’s at 6 p.m. at the Historical Society Building.

Image source.

Discussion:

• What other persuasive business communication principles would you suggest for writers?

• What’s your view of the “Yes” example above: too pushy or about right? What principles does the example follow, and what, if any, changes would you suggest?

• I’m curious about the article title, “How to Get Every Email Returned,” which doesn’t quite match the content. What’s your view?

Uber CEO Explains Disappointing IPO

Uber CEO Dara Khosrowshahi sent email to employees about the company’s disappointing IPO. Shares sold for $45 but dropped the next day to a low of $37.08. In his email, Khosrowshahi encourages employees to take a long-term view and compares the company to Amazon and Facebook, which he says also experienced trouble after their openings.

Team Uber:

I’m looking forward to being in front of you at the All Hands tomorrow, but I wanted to send you a quick note in the meantime.

First off, I want to thank you all for your passion for and commitment to Uber. We simply would not be here without you.

Like all periods of transition, there are ups and downs. Obviously our stock did not trade as well as we had hoped post-IPO. Today is another tough day in the market, and I expect the same as it relates to our stock.

But it is essential for us to keep our eye on the long-term value of Uber for our customers, partners, drivers and investors.

Every stock is valued based on the projected future cash flows/profits that the company is expected to generate over its lifetime. There are many versions of our future that are highly profitable and valuable, and there are of course some that are less so. During times of negative market sentiment, the pessimistic voices get louder, and the optimistic voices pull back.

We will make certain that we communicate our incredible value as a company that is changing the way the world moves, but also the value that we are building for our owners. But there is one simple way for us to succeed – focus on the work at hand and execute against our plans effectively.

Remember that the Facebook and Amazon post-IPO trading was incredibly difficult for those companies. And look at how they have delivered since.

Our road will be the same. Sentiment does not change overnight, and I expect some tough public market times over the coming months. But we have all the capital we need to demonstrate a path to improved margins and profits. As the market sees evidence, sentiment will improve, and as sentiment improves, the stock will follow. We will not be able to control timing, but we will be able to control the outcome.

We will be judged long-term on our performance, and I welcome that. It’s all in our hands.

I look forward to being there at the All Hands to answer Qs and tell you more.

Image source.

Discussion:

• Why would Khosrowshahi write an email in advance of an employee meeting?

• What persuasive strategies does he use to explain the IPO performance?

• Which arguments do you find least and most convincing?

OpenTable Announces Privacy Changes

An email from OpenTable summarizes changes to the privacy policy and directs readers to the entire policy on the website. The company is using a lighthearted approach to convey what information is shared and how users will have better control over what they are willing to share.

We can view this as a positive message, although it uses some persuasive strategies. Overall, the company is trying to simplify a complex issue—and the email simplifies the far more complex policy.

Discussion:

• Analyze the message. Who is the primary audience, and what are the communication objectives? How would you describe the tone and writing style? What organizational strategies are used?

• What persuasive strategies does the message use?

• Overall, how effective is the message in meeting its communication objectives? What, if anything, could OpenTable do differently?

Facebook Announces Plans for Privacy

After several scandals and escalating criticism, Facebook CEO Mark Zuckerberg announced new products and several new features to move from public posting to private conversations. The new Facebook design focuses on groups instead of the newsfeed and adds interactivity, such as posting jobs. Some of these features, of course, compete with existing social platforms, such as LinkedIn.

In a post, Facebook described the focus of its two-day conference: “how we’re building a more privacy-focused social platform — giving people spaces where they can express themselves freely and feel connected to the people and communities that matter most.” 

Communication, friends, and community are themes in the message. Zuckerberg’s keynote is titled, “The Future Is Private.”

Discussion:

• Assess Zuckerberg’s keynote. Who are his primary and secondary audiences? What are his communication objectives? To what extent does he meet them? How would you describe his delivery skills? Does he convince you that Facebook is addressing criticism? Do you think Facebook is moving in the right direction?

• Zuckerberg opens his keynote by saying, “Privacy gives us the freedom to be ourselves.” How does this relate to concepts of authenticity? Do you agree with his conclusion?

• Also assess the post announcing changes for Facebook and other apps. Which features or new products most and least excite you?

Boeing's Crisis Response

At a shareholder’s meeting, Boeing CEO Dennis Muilenburg addressed 737 Max safety concerns following two fatal crashes. He started, as predicted, with an apology and sympathy for the “loss of life,” acknowledging the “devastation.” He contrasted these losses with the many Boeing flights that run safely—”roughly every 1.5 seconds.”

Muilenburg didn’t explicitly address issues raised in the past couple of days, particularly a Wall Street Journal article the previous day accusing Boeing of failing to report the safety feature shut-off to airlines (including pilots) and the FAA.

When asked during the Q&A about accountability, Muilenburg spoke mostly about plans going forward. When asked whether he would resign, he talked about his and his employees’ commitment to safety.

At about 9:00 on the video, a reporter asks about whistle-blowers at Boeing, referring to recent reports that employees tried to alert senior management and the Federal Aviation Administration (FAA). Muilenburg says the question is “fair” but doesn’t quite respond to the accountability issue. At about 14:15, a reporter asks, “Can you admit that the design was flawed?” This is after Muilenburg skirts the previous question, blaming a “chain of events.” Still, he would not admit to a design flaw.

And then he ends the news conference, as a reporter shouts, “Sir, 346 died. Can you answer a few questions here about that?” Earlier, another reporter noted that this was the first time they had a chance to meet with him to ask questions.

Discussion:

• Assess Muilenburg’s delivery skills. What does he do well, and what suggestions would you have for his future news conferences?

• How well did Muilenburg address reporters’ questions? What, if anything, could he have said differently?

• What leadership character dimensions are illustrated by this story? How well did Muilenburg demonstrate them?

A Pie Chart Totals 128%

A pie chart represents part of a whole, so how can numbers total more than 100%? They can’t. On Twitter, Dorsa Amir identifies additional problems.

The caption is also concerning: “High Support for Legalizing Marijuana.” Do we see evidence to prove this claim?

Note: This chart was created as a joke and posted on a sub-reddit.

Discussion:

• What is the point of the chart?

• What data would prove the point, and how could the designer have presented data differently?

Carlos Ghosn Responds to Charges

The former CEO of Nissan, Carlos Ghosn, who has been arrested four times on charges related to financial misconduct, responded in a video message. The key point: “I’m innocent of all the charges.” Ghosn also claims that accusations are “all biased, taken out of context, twisted.”

Ghosn was a celebrated business executive in Japan. His success in growing Nissan is “incontrovertible,” according to a New York Times podcast. He gained a reputation as a serious cost-cutter ("Le Cost Killer"), a strategy that was questioned at the time but brought about great profits for the company, placing it second in the list of Japanese automakers behind Toyota and ahead of Honda. Ghosn was CEO from 2001 - 2017, when he became chairman. He was then removed from the board in 2018, after his first arrest.

Charges against Ghosn include using company funds for multiple personal residences, hiding about half of his compensation, shifting $16.6 million in person losses to the company, and other accounting issues.

Nissan management responded to Ghosn’s video message:

“The sole cause of this chain of events is the misconduct led by Ghosn and Kelly. Aside from any criminal matters, Nissan's internal investigation has uncovered substantial evidence of blatantly unethical conduct. This resulted in a unanimous board vote to discharge Ghosn and Kelly as chairman and representative director, followed by a shareholder vote to discharge them from the board. Further discoveries related to Ghosn’s misconduct continue to emerge. The company's focus remains on addressing weaknesses in governance that failed to prevent this misconduct.”

Ghosn image source.

Discussion:

• What persuasive communication strategies does Ghosn demonstrate in his video message?

• What are the most and least convincing statements?

• Assess his Ghosn’s delivery skills.

• Which leadership character dimensions are illustrated by this situation?

Boeing's Apology Dilemma

A Yahoo Finance article describes Boeing CEO Dennis Muilenburg’s decision to apologize for the 737 MAX tragedies and speculates that he may open the company up to lawsuits. However, for crisis communication, his apology is the right decision.

After a report found the planes to blame, Muilenburg admitted, “but with the release of the preliminary report of the Ethiopian Flight 302 accident investigation, it is apparent that in both flights, the Maneuvering Characteristics Augmentation System, known as MCAS, activated in response to erroneous angle of attack information." He’s not telling us anything we don’t already know, and Boeing will likely get sued anyway.

He also apologized: “We at Boeing are sorry for the lives lost in the recent 737 accidents and are relentlessly focused on safety to ensure tragedies like this never happen again.” The apology is critical—and too late in my opinion. Research on apologies indicate that they often reduce lawsuits, time to agree on settlements, and settlement pay.

Discussion:

• Do you agree with the assessment that the CEO did the right thing by apologizing?

• How does this situation illustrate vulnerability as a positive leadership character dimension?

• What other character dimensions are illustrated by this situation?

Southwest Faces Customer Service Criticism

Despite trading on the NY Stock Exchange under “LUV,” Southwest is taking some heat from customers because of the Boeing 737 MAX plane groundings. According to a USA Today report, customers says Southwest didn’t handle rebookings well:

They're peeved about Southwest's handling of passenger rebookings, especially last-minute flight cancellations that leave them with few options. And they're perplexed by Southwest's uncharacteristic lack of flexibility, with affected passengers given two options: take the alternate flight, even if it's days later or to a different airport, or get a refund.

Our first clue about problems came with Southwest’s first statement about the plane groundings. Little guidance was offered for customers to rebook. The first three comments on a Southwest message posted on March 13 illustrate the problem.

A Southwest spokesman said it’s a challenging situation—like a snow storm that lasts for many weeks—and claimed that the airline did everything it could, including offering "massive flexibility'.'

Discussion:

• Southwest could not have prevented the Boeing 737 MAX disaster, but what about its own customer service situation? What, if anything, could company leaders have done differently?

• How should Southwest react to customers’ complaints now? I see nothing on its website or blog.
  

Another Boeing Plane Disaster

The same model Boeing plane that crashed in Indonesia last month has crashed on its way to Nairobi. Although U.S. Federal Aviation Administration confirmed that the Boeing 737 MAX Jet is safe, several airlines have grounded the planes. Other groups, such as the Association of Flight Attendants-CWA, have called for an investigation: “While it is important that we not draw conclusions without all of the facts, in the wake of a second accident, regulators, manufacturers and airlines must take steps to address concerns immediately.” American Airlines will continue to fly the planes. A spokesperson for the pilot union said, it is “very early, but we are watching it very, very closely.” Norweigan Air has grounded the planes based on advice from European Aviation Group, and the UK has banned the model from its airspace.

With 40% of the planes out of service, Boeing is taking a financial and public relations hit. In a message to employees, Boeing CEO Dennis Muilenburg wrote, “We are confident in the safety of the 737 MAX and in the work of the men and women who design and build it.” He also wrote, “Since its certification and entry into service, the MAX family has completed hundreds of thousands of flights safely.”

Boeing’s website statement expresses condolences and describes plans for a software enhancement.

Image source.

Discussion:

• How much evidence is enough to determine whether to ground planes? What is the logical fallacy to be avoided?

• How well is Boeing handling the communication? Consider both internal and external messages. What are Muilenburg’s challenges at this point?

Equifax and Marriott CEOs Testify About Security Breaches

U.S. Senators grilled Equifax and Marriott CEOs about data breaches at the companies in the past two years. Equifax CEO Mark Begor responded to questions following a Senate subcommittee report titled, “How Equifax Neglected Cybersecurity and Suffered a Devastating Data Breach.” The report concludes an investigation of the 2017 breach of 143 million customers’ personal data and accuses the company of not prioritizing security, not following its own patching policies, failing to notify the public in a timely manner, and more.

Begor defended the company and blamed the increasing sophistication of hackers:

“These attacks are no longer just a hacker in the basement attempting to penetrate a company’s security perimeter, but instead are carried out by increasingly sophisticated criminal rings or, even more challenging, well-funded nation-state actors or military arms of nation-states.”

But Senators pointed out that credit company competitors Experian and TransUnion have managed to avoid similar attacks.

The Marriott breach affected 83 million guests of Starwood, which Marriott acquired after the breach took place. Compared to the Equifax situation, Marriott got a pass from senators, such as Tom Carper of Delaware, who said, “The data breach announced by Marriott this past November does not appear to have been caused by the same cultural indifference to cybersecurity the record indicates existed at Equifax. Rather, it looks like Marriott inherited this breach from Starwood.”

Marriott has been consistent in blaming Starwood for the issue, wanting to preserve the brand. In his testimony, CEO Arne Sorenson reinforced the company separation:

“We conducted an assessment on integrating the two systems, although this inquiry was legally and practically limited by the fact that until the merger closed, Starwood remained a direct competitor.”

Here is Sorenson interviewed on CNBC:

Discussion:

• Watch some of the testimony. How well did each CEO handle the Senators’ questions?

• Assess Sorenson’s appearance on CNBC. What did he do to try to rebuild the company’s image? What persuasive strategies did he use?

• Review the subcommittee’s report on the Equifax breach. How is the report organized? How would you describe the writing style and tone? What suggestions would you have for the authors to improve readability?

• From your perspective, what leadership character dimensions do the CEO illustrate or fail to illustrate?

Measles: Evaluating Evidence

The news about a resurgence of measles raises interesting questions about how we evaluate evidence. About a dozen years ago, a small study alarmed parents and caregivers that the measles vaccine may cause autism. Since then, several large-scale studies have debunked that theory, and the article was retracted.

But the damage was done—and it lingers. A few hold-outs still believe the vaccine may be dangerous, and so they do not have their children vaccinated.

Recently, about 100 measles cases have emerged in the U.S., and once again, the evidence is up for evaluation. How are people convinced? What makes people change their minds?

In his book Factfulness, Hans Rosling offers this advice:

[I]f you are skeptical about the measles vaccination, I ask you to do two things. First, make sure you know what it looks like when a child dies from measles. Most children who catch measles recover, but there is still no cure and even with the best modern medicine, one or two in every thousand will die of it. Second, ask yourself, “What kind of evidence would convince me to change my mind?” If the answer is “no evidence could ever change my mind about vaccination,” then you are putting yourself outside evidence-based rationality, outside the very critical thinking that first brought you to this point. In that case, to be consistent in your skepticism about science, next time you have an operation, please ask your surgeon not to bother washing her hands.

Along these lines, a Medium article, The Falsification Mindset, suggests ways for us to change our opinions. The author encourages us to consider what evidence we would need in order to change our minds. This process is particularly useful because we more typically look for reasons to continue believing what we believe—confirmation bias.

Image source.

Discussion:

• What examples can you identify of when you have experienced confirmation bias. In retrospect, could you have avoided the bias to make a better decision or to have a more accurate view?

• What’s your view of the measles vaccination? How did you form this opinion? How has it changed over time?

• Identify a belief. What evidence would you need to think differently?

• How is humility relevant to this situation?

Open Letter to Amazon

After Amazon’s failed move to Long Island City, Queens, local executives, lawmakers, and others signed an open letter asking Amazon to reconsider. The letter focuses on the benefits NYC would gain from having Amazon, particularly 25,000 new jobs.

Also appearing as a full-page ad in the New York Times, the letter includes some emotional appeal about New Yorkers’ “charm” and acknowledges difficulties in getting community support for the project. Not until the last paragraph do we see a shift from New York to Amazon and how the company would benefit from building in Long Island City.

Discussion:

• What principles of persuasion does the letter illustrate?

• How could the letter be improved?

• What leadership dimensions are illustrated? Which may be lacking?

Interview with Delta CEO

In a LinkedIn interview, Delta CEO Ed Bastian discussed the decision to revoke the National Rifle Association (NRA) discount after the Parkland, FL, shootings, one year ago. The discount was for NRA members, and only 13 took advantage. But the real loss was in $40 million in tax benefits, which Georgia Governor Cagle fought to strike after the company’s decision.

Bastian admits that the loss was significant. But he concludes, “Our brand is worth so much more, and our values are not for sale.”

Bastian refers to the NRA’s “divisive rhetoric” and says that he didn’t want “to be seen as advocates” of the organization and its views. He also describes what we might call authentic or purpose-driven leadership:

"If you know who you are, you can make those decisions. And that you can make those decisions and sleep well at night.”

Discussion:

• What leadership character dimensions are demonstrated by this situation?

• Do you think Bastian did the right thing for Delta? Why or why not?

• How well does Bastian address the interviewer’s question? Overall, how do you assess his delivery?

Jeff Bezos’s Medium Post

News is swirling about Amazon CEO Jeff Bezos’s long Medium post accusing the National Enquirer of “extortion and blackmail” for pictures of him and a woman other than his wife. Bezos claims that Chairman and CEO David Pecker acts of behalf of President Trump to discredit key people, and he cites an immunity deal between the Enquirer and the justice department for these actions. President Trump has openly criticized Amazon for not paying enough taxes.

A popular story about the piece is how Bezos used the word “complexifier”:

“My ownership of the Washington Post is a complexifier for me. It’s unavoidable that certain powerful people who experience Washington Post news coverage will wrongly conclude I am their enemy.”

A Slate article explores whether it’s a real word, and it is not in standard English. The “investigation” concludes that the word “appears most at home in the canon of self-help business gobbledygook.” As expected, memes, like the one here, are popular.

Bezos’s post is interesting from a business writing and character perspective if nothing more.

Discussion:

• Analyze Bezos’s post: who are the primary and secondary audiences, and what are his communication objectives? How is it organized? What is the tone?

• To what extent does Bezos meet his communication objectives?

• Overall, what’s your view of his approach to address the situation with this post?

• Which leadership character dimensions does Bezos demonstrate?

Law Firm Faces Backlash About Diversity

When a law firm announced its 2019 partners, they didn’t expect such a strong reaction. A photo shows the 12 members of the new group—all white and only one woman. Paul Weiss is an elite firm in midtown Manhattan and claims that this year is unusual.

The firm has since removed the photo from LinkedIn, where it drew attention. About 170 lawyers across the country wrote an open letter to express their wishes for a more diverse legal community.

Paul Weiss leaders took quick action to address the controversy and held a town hall meeting for employees. Firm leaders also say this group is unusually not diverse. In fact, the firm was recognized by a Microsoft initiative that offers bonuses to diverse law firms. In addition, 23% of the firm’s partners are women compared to about 18% of other law firms’ top leaders. The firm’s website boasts additional awards for diversity, including being ranked #16 in The American Lawyer’s 2018 Diversity Scorecard.

An email to Paul Weiss employees shows the words “diversity” and “associate professional satisfaction” in quotes, and a writer for the website Above the Law warns,

“…maybe there’s still some work to be done in mastering how to talk about these subjects. In general, don’t put anything in quotation marks that you wouldn’t be willing to sarcastically put air quotes around in conversation. That’s my advice.”

Discussion:

• What’s your view of the photo and the reaction: should the firm have avoided the composite, did people overreact, or something else?

• How do you assess the firm’s response? What else, if anything, should the firm leaders do to improve its image?

• What persuasive strategies do the attorneys use in their open letter? Which are most and least effective for the situation?

Gillette Ad Gets Mixed Reviews

Gillette took a risk with its new ad campaign. Spinning its 30-year slogan, “The Best a Man Can Get,” the company introduced, “The Best a Man Can Be.” A new video references sexual harassment, challenges the expression “boys will be boys,” and encourages men to “hold other men accountable.”

Gillette explains the rationale in a press release. In addition, the URL thebestamancanbe.org redirects to https://gillette.com/en-us/the-best-men-can-be, where the company explains the campaign:

Thirty years ago, we launched our The Best A Man Can Get tagline.

Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.

But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.

We’ve all got work to do. And it starts today.

Not everyone appreciates the new campaign. The YouTube video received 582,000 likes and 1 million dislikes. Some feel that the video unfairly accuses all men of not doing better.

A Gillette spokesperson said the campaign “is much more than a video—it is a commitment to spark and contribute to positive change through our voice as an advertiser and our actions as a brand and a company.” Analysts say the current boycotts probably won’t last long and will have little bottom-line effect on the company.

Discussion:

• What’s your view of the video? Do you appreciate the message, find it offensive, or something else?

• What else, if anything, should the company say in response to the controversy?

• Which leadership character dimensions are illustrated by this story?

Lawsuit Charges Purdue Pharma Family with Instigating Opioid Crisis

In a 312-page complaint, Massachusetts lawyers detail how members of the Purdue Pharma family contributed to the opioid epidemic. The complaint shows the company’s aggressive marketing strategy, including how it convinced doctors to over-prescribe drugs.

One argument in the documentation shows how representatives were trained to encourage doctors to prescribe medication to what the company called “opioid-naive” patients:

Purdue also promoted its drugs for opioid-naive patients using the receptive term “first line opioid.” “First line” is a medical term for the preferred first step in treating a patient. Opioids are not an appropriate first line therapy. Nevertheless, Purdue’s internal documents and testimony from sales reps shows that Purdue repeatedly promoted OxyContin as “first line” — “the first thing they would take to treat pain.” (Sic: “first-time opioid” should include a hyphen.)

A 2001 email written by Richard Sackler, whose family owns OxyContin, blames victims:

“We have to hammer on abusers in every way possible. They are the culprits and the problem. They are reckless criminals.”

The lawsuit also charges the family with claiming that opioids are addictive to only one percent of the population, although they had no evidence for that claim.

This lawsuit follows others in Washington, Ohio, and Alabama. Last year, the company did stop promoting opioids.

Purdue image source.

Discussion:

• Read more in the legal complaint. According to the documentation, how did the company wrongfully use persuasive communication?

• In some of the documentation, we see ads and tactics that any company might use. Which do you find to be typical examples, and which cross an ethical line?

Starbucks CEO Draws His Own Path

Starbucks CEO Kevin Johnson is identifying his own vision for the company—apart from Howard Schultz’s plan. In an interview with the Wall Street Journal, Johnson said that the previous plan to open about 1,000 Reserve cafes will be piloted with just a few stores. Reserve stores deliver a higher-end experience, selling artisanal products and cocktails.

The change is one example of how Johnson is distinguishing himself from Schultz, who was the company CEO for about 30 years. According to the article, Johnson often started meetings with, “I’m not Howard. I’m Kevin.” A couple of weeks after Schultz left, Johnson said about the business strategy, “Certainly, I tend to bring a much more disciplined approach to picking the priorities.”

Starbucks Reserve image source.
Kevin Johnson image source.

Discussion:

• Is it important for Johnson to distinguish himself from Schultz? Why or why not?

• Read more about Johnson as the new CEO. How well is he handling the transition? What, if anything, should he do differently? He’s in a tough spot, wanting to create his own path but needing to be respectful to the previous leadership.

Marriott Breach Involved Passports

Although fewer people were affected by the Marriott data breach than originally expected, millions of passport numbers have been stolen. Marriott representatives have clarified that the breach happened at Starwood before the acquisition was completed. In its latest statement, Marriott confirmed that the following were stolen:

• There were approximately 8.6 million unique payment card numbers, all of which were encrypted

• There were approximately 5.25 million unique unencrypted passport numbers and approximately 20.3 million encrypted passport numbers.

Officials say it’s unlikely that someone could create a fake passport based on only a number. But the breach is worrying because passport numbers provide intelligence agencies with information about where people go, particularly when they cross borders. The U.S. hasn’t charged China with the breach, but experts say tactics are similar to those used in other breaches.

Marriott is offering new passports for guests whose documentation was used for fraudulent purposes.

Marriott image source. Passport image source.

Discussion:

• Analyze Marriott’s communication so far: the audience, objectives, organization, tone, and so on. What works and what could be improved?

• Compare the communication to how other companies handled a data breach.

• Should Marriott offer new passports to all affected guests—not just those whose documentation was used for fraud? Why or why not?