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The Boycott Tweet.

A Twitter spat between a cable news provocateur and a school shooting victim over college rejections doesn't seem like something that could embroil some of the nation's biggest corporations, but that's just what happened late last month.

David Hogg--one of the Parkland Florida high school students who have spawned a national movement for tougher gun control laws--was interviewed by celebrity news site TMZ and during the spot he mentioned some of the colleges that recently rejected his application.

While he said he was focused on "changing the world" and not college at the moment, Fox News host Laura Ingraham tweeted after the interview:

David Hogg Rejected By Four Colleges To Which He Applied and whines about it. (Dinged by UCLA with a 4.1 GPA ... totally predictable given acceptance rates.)

To that Hogg tweeted:

   Soooo @IngrahamAngle
   what are your biggest
   advertisers ... Asking
   for a friend. #Boycott
   IngramAdverts (sic)

Hogg then shared a list of company names he claimed were advertisers of the show with his 600,000 Twitter followers and the tweet went viral with lots of tweeters directly calling out companies to pull their sponsorships.

Soon after the tweet, Trip Advisor announced it was pulling its ad, telling CNBC that the company does not "condone the inappropriate comments made by this broadcaster."

With political discourse so heightened today, a corporation can quickly end up in the middle of a very public fight and a potential PR nightmare.

In this issue we take on the recent calls for boycotts surrounding the NPJV and look at whether we have reached "A Social-Risk Tipping Point"? D&B's senior editor April Hall writes about how directors must weigh the many risks involved when it comes to reacting to political movements. And contributor Jan Alexander's piece, "Have Guns Become Weapons of Value Destruction," delves into a movement by large institutional investors to push the issue of gun safety as part of their long-term value considerations, up there with diversity and climate change.

Also included in this issue is an analysis by contributor Maureen Milford on "Uncle Sam's Tax Gift Basket," and how boards can help corporations get the most out the windfall; and a piece by Betsy Atkins, director at Cognizant, Home Depot Supply and Schneider Electric, and Terence Stacey, former CIO of the Nestle Group, on creating better communications between boards and technology leaders.

Let me know your thoughts on our cover story on "The CEO Pay Seesaw," that continues to totter toward atmospheric heights, even in the face of this year's CEO pay ratio disclosure requirement that for the first time forces companies to publish how much more their top executive makes compared to the median employee salary.

Clearly, there's pressure from many sides on boards today, especially when a tweet could lead to pivotal business decisions.

Please let us know if there are issues you want us to cover to bolster your success in the boardroom. You can reach me at eve@

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Title Annotation:EDITOR'S NOTE
Author:Tahmincioglu, Eve
Publication:Directors & Boards
Date:Mar 22, 2018
Previous Article:CEO Pay: Gravity-defying.
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