Marriott Communicates Starwood Acquisition(November 2015 - September 2016)

Students can learn about positive messaging from Marriott's announcements about the Starwood acquisition:

• Timing of messages to Starwood associates and the public to illustrate communication planning:PPT slide
• Acquisition announcement press release
• Shareholder updateon a new Starwood landing page
• "4 Things to Know" article by Marriott CEO Arne Sorenson
• Email to Starwood associatesfrom Arne Sorenson
• Email to Starwood associatesfrom Starwood CEO Tom Mangas
• Email to Starwood Preferred Guest (SPG)members
• Email to Marriott Rewardsmembers

HomeAway Email Introduces New Leader(September 2016)

Vacation rental site HomeAway sentemailto users about a new CEO. The current CEO's approach is rather personal and gives us a good example for a positive or neutral message.

Email to LinkedIn Staff about Microsoft(June 2016)

This exampleis also about an acquisition, but it's an internal email to LinkedIn staff. In the BizCom story, you'll also find aninterview with Microsoft CEO Satya Nadellaabout the deal.

Discuss the type of approach used (direct/indirect).

How was the message organized? Was it effective?

Is there anything you would have done differently if you were the author of the message?

How would you respond to this message (if appropriate)?