Session 1: Professional Communication in a Digital, Social, Mobile World

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https://grasshopper.com/blog/8-epic-failures-of-communi

It is essential that corporations have dependable communication structures in place. The last thing a
business wants is to fail to communicate its position properly. Unfortunately, many large
corporations have really dropped the ball while working with their customers.

Communication Failure 101

We take communication for granted. Each day, we talk to co-workers, customers, family, and friends
without thinking too much about whether our communication styles are successful. But this isn't a
good business strategy. Tons of companies -- even the biggest and most profitable -- suffer when
communication fails.

Communication failures happen when:

 Companies don't think clearly about how their audience will perceive a marketing message
or new product.

 Companies refuse to be transparent and explain what went wrong, rather than owning up to
things and making them right.

 Companies don't plan. Sometimes, companies offer promotions without having an adequate
plan in place for dealing with volume.
  Companies forget about why customers love them. Sometimes, brands forget the real
reason why customers keep coming back to them, and change their products without
thinking clearly about the ramifications.

Here are some of the biggest communication failures brands have made:

2. Toyota Product Recalls. When Toyota finally decided to recall millions of cars due to faulty
brakes, it was already too late. After downplaying the problem for as long as possible, their hand
was forced when Consumer Reports withdrew their recommendations of 8 Toyota vehicles.
Although the situation was eventually fully handled, failing to accept responsibility from the outset
affected how customers perceived Toyota's brand.

3. Fictitious Chevrolet Nova in South America. Have you heard the story about how GM made
a simple but disastrous mistake when they tried to introduce the Nova in Latin America? They
thought they could use the same brand name they used in the United States. They couldn't figure
out why no one wanted it until they learned it translated in Spanish to 'No-go.' Here's a tip: this story
never actually happened but the urban legend is believed by millions!

4. BP's Oil Spill. BP caused the legendary oil spill that stretched across the Gulf of Mexico in
2010. Their PR strategy included airing a number of expensive commercials and apologizing at every
chance they got--something the public found disingenuous. Ultimately, they received criticism from
President Obama and others, who said the money they put into the ads should have been put into
cleaning up the mess. Tony Hayward of BP also made the fatal mistake of saying he wanted his life
back, which showed a blatant lack of respect for those who had actually lost their lives in the
explosion.

5. Phillips Morris Says Smoking Deaths Good. In 1999, Phillips Morris commissioned a
study on the economic effects of smoking in the Czech Republic and came up with a 'surprising'
conclusion. The company argued that premature deaths due to smoking were, on balance, a positive
thing, because the government saved money on health care and pensions. Needless to say, millions
of people were strongly offended by the crassness of their study.

6. Cartoon Network Causes Boston Bomb Scare. Cartoon Network once undertook a guerrilla
marketing campaign that involved placing suspicious looking LED devices around Boston to promote
one of their TV shows. When residents mistakenly believed the LED characters were actually bombs,
any upside to their campaign was quickly lost, as was the job of then Cartoon Network boss Jim
Samples.

7. KFC Coupon Riots. KFC worked closely with Oprah Winfrey to promote a new line of chicken.
When Oprah offered free coupons on her website, KFC didn't properly estimate the overwhelming
response the 'Oprah Effect' would create. Customers were understandably angry when they didn't
get their free chicken, and KFC had to reimburse them with rain checks.

8. Domino's Employees Disgusting YouTube Video. A couple of immature Domino's employees

made a disgusting YouTube video of themselves defiling a pizza that they were supposedly going to
send out to a customer. Even after firing the two employees and issuing an apology, Domino's
reputation was a casualty of the prank.

9. Coca-Cola Releases New Coke. Coca-Cola decided to launch a campaign to keep up with
Pepsi, a new rival at the time. They declared that they were launching a new Coke brand in hopes of
keeping themselves looking fresh and better than ever. Unfortunately, customers didn't want a new
brand of Coke and began hording existing beverages. The company quickly back peddled and
brought back original Coke, but the damage to their brand was done.

How to Prevent Communication Failure

Marketing and public relations are tricky things to get right. Even some of the biggest companies in
the world send the wrong messages and have to pay the piper when their customers get upset.

You can do two thins to prevent communication failure at your company:

2. Think very carefully about new products and services you're introducing and how they will
effect your customers. Plan, plan, plan.

3. If something does go wrong, take action before things get out of control. Be transparent,
clear, and put yourself in your customers shoes. Do whatever it takes to make things right.

It is best to be very careful about how you pursue customer relations and acknowledge that even
small mistakes can have major consequences, and then take action before things get out of hand.