Making a Profit at the Cost of Building Goodwill

What is the cost of three cases of bottled water? Apparently it's $130 if you're purchasing it from coffee giant Starbucks during an emergency in New York City. But the cost to the company may actually be a lot more in bad publicity and ill will because of how and when it recently charged that amount.

According to the Web page snopes2.com, which investigates the veracity of urban legends, Starbucks did, indeed, charge New York rescue workers at "ground zero" of the September 11 terrorist attacks that much for bottled water (October 24, 2001). The site maintains that workers had to come up with cash-some from their own pockets-to purchase the water, which was being used to treat victims of the attack.

The site reports that workers who later tried to contact Starbucks because they suspected they were overcharged were ignored or met by resistance. Ultimately, the company's president refunded the amount to the workers and apologized on behalf of the company-but, according to the site, only after the event had become public knowledge.

Building goodwill in business communication often goes beyond the words you choose. Remember, your actions often affect how others will view your intentions and your behavior. Of course, a business is expected to conduct itself in a business-like manner, which generally includes making a profit. But given extraordinary circumstances-of which the events of September 11 certainly qualify-making a profit may be the last priority an organization should have to build goodwill.

For more information on building goodwill, see Unit Two.