Booklet Backlash

You may be using the no-cost Google Alert service to monitor mentions of your business or your name. I have a Google Alert set for "tips booklets," among other things. It's important to see what else is out there, how people are using booklets, what booklets are being written, and the like.

In the past couple days there's been a broadly disseminated press release about the distribution of a booklet to employees of Northwest Airlines. The booklet is about suggested ways to cut back on their personal spending since a number of ground crew in three cities are being told or about to be told their services are no longer required by Northwest Airlines.

Apparently the distribution was brought to a screaming halt at about 60 booklets and removed from Northwest Airlines' web site because of the dramatic negative reaction to the content of these booklets. Some of the tips were deemed to be insulting and demeaning to long-time loyal employees. Some of the suggestions included buying jewelry in a pawn shop, seeking hand-me-down clothes from family and friend, asking doctors for sample medications. , and worse. The biggest trigger tip was the suggestion to dumpster dive for things of interest.

You have to wonder whose brain was in fog mode to distribute that booklet without giving thought to how some of those tips would be received. At least that's what I found myself wondering as a long-time expert in the booklet business. The same booklet could be hugely useful and gratefully received in a completely different situation, not one in which tension is high and emotions are very much at the surface.

Like so many things in the Universe, something can be a weapon or a tool, used for good or not so good. Thinking they were being helpful, someone at Northwest Airlines merely served to alienate the people they thought they would be helping. And now the mishap is being shouted throughout the journalistic halls. I've had at least a dozen different mentions of it come to me through the Google Alert. And a Google search on 'NWA booklet' is showing a lot of entries.

Too bad to find a booklet attached to a candidate for the Hall of Shame. I'll be speaking out about this more in the days to come.

Until next time,
Paulette -- ever seeking to use booklets in the best ways for the greatest good
http://www.tipsbooklets.com