Teaching the role of language in managing organizational change: the sunwest anti-union campaign case

This case study focuses on the role of language in managing organizational change. We examined the campaign and rhetorical strategies used by a major US airline to persuade customer service employees not to vote for Teamsters Union representation. The company´s anti-union campaign documents included internal memos, letters, and emails. If included in a professional or technical communication course, these documents provide a powerful case for students to explore the role of written communication within a changing organization. We situate the case in the context of relevant literature and provide background information. We also include learning outcomes, methods, and implications.