Merck's Open Letters and the Teaching of Ethos
http://dx.doi.org/10.1177/1080569908321472
  access restricted (by the publisher) to members/subscribers/customers only
  peer-reviewed

Griffin, Frank
Business Communication Quarterly
2009

Abstract:

In fall 2004, Merck faced a significant threat to the company's public image because of the withdrawal of VIOXX, and Merck executives were forced to defend the company's actions, its motivation for those actions, and its reputation. Confronted with enormous rhetorical challenges, Merck tried to generate public goodwill toward the company by creating a personalized image of a corporate giant worthy of understanding, sympathy, and trust. Open letters released during the initial response to the VIOXX crisis rely on the intimacy of interpersonal communication and demonstrate to students of business communication arguments based on ethos.