Reference no: EM133284659
Trusted senior managers are often called upon by executives to provide advice regarding relations with important and sensitive publics. Relations with customers, employees, suppliers, vendors, affiliates, shareholders, market analysts and others may well depend on the quality of advice managers are able to provide to the senior leadership of their organization.
Much of the contact that a Chief Executive Officer may have with such groups, along with others in the world outside the company, is subject to filtering by front-office staff and executive support personnel. Frequently, CEOs won't even see a letter of complaint or other correspondence from small-lot shareholders, minor customers, or members of public interest groups seeking donations, favors, or support of some sort. In such cases, mid-level managers are often delegated to respond on the executive's behalf. Depending on company size and the personality of the CEO, however, some correspondence from external sources may very well land on the chief executive's desk. Some CEOs enjoy responding to selected correspondents personally; others delegate the task of preparing a reply. In both cases, the tone and style of a response is central to success of the letter or message. Trusted managers are frequently asked to review the executive's correspondence for accuracy, completeness, and appropriateness of the response.
The Case at Hand
T. J. Rodgers, Chairman and CEO of Cypress Semiconductor Corporation has received a letter from a Catholic nun, suggesting he appoint qualified women and minorities to his company's board of directors. Rodgers has responded to the one-page form letter (attached) with a six-page reply (also attached), blasting Sister Doris for the "political correctness" which seemed to motivate her letter. The scathing retort which he proposes to send to Sister Doris tells her " . . . to get down from your moral high horse." "Choosing a Board of Directors based on race and gender is a lousy way to run a company," he writes. Adding, "Cypress will never do it." And for good measure, Rodgers suggests that "bowing to special-interest groups is an immoral way to run a company."
As vice president for investor relations, you are, frankly, not surprised at either the tone or length of Rodgers' response. Once known as the "bad boy of Silicon Valley," Rodgers, who is now 48 years old, often makes a habit of publishing provocative, editorial-style articles on everything from proposed immigration restrictions to federal support of high-tech industries - he is opposed to both. His attack on Sister Doris, however, has stirred some concern among senior managers and the executive support staff at Cypress. Mr. Rodgers has circulated a draft version of his proposed reply to the corporate senior team and asked for comment.
In addition to a response to Sister Doris in Philadelphia, Rodgers has proposed sending his letter to all Cypress shareholders and a select group of sympathetic veterans of the affirmative-action debate. Cypress Semiconductors is an international producer and distributor of computing chips with about US$600MM in annual sales.
The company's headquarters and principal production facilities are located in Palo Alto, California. Mr. Rodgers began the company when he was 35 years old, developing a gruff management style that earned him a place on Fortune magazine's list of the country's toughest bosses. He is not, however, an altogether unreasonable man, and you may assume that your working relationship with him is amiable, personal, and sound. He listens when you speak, though he doesn't always do as you suggest.
ANSWER THIS PART
Rodgers has asked for your opinion of the two letters attached to this case. He wants to send a response to Sister Doris within 48 hours, providing copies of his letter to shareholders and selected analysts. His memo to you explains that the "arrogance" of Sister Doris" letter spurred him to action. "It was Friday night and I got it and I said, 'It's time.' Then, I looked down and . . . she didn't even sign the . . . thing." Rodgers also acknowledged that he "was kind of pumped, so I really let her have it."
The CEO trusts your judgment and, in particular, your ability to advise him when he's gone too far. In response to his request, please prepare two documents: a memo responding to his appeal for your thoughts, and a draft letter to Sister Doris that you believe to be appropriate. You may take whichever position regarding Sr. Doris' request you care to, just be certain to justify your approach. Simply agreeing with the boss is insufficient. Mr. Rodgers, after all, has said repeatedly that he "can't stand 'yes men.'"
Your memo to Mr. Rodgers should be confidential and for his eyes only. The proposed reply to Sister Doris should be in final form and ready for dispatch.