Today I received an email from info@barbri.com that included the following (emphasis in original):
Regrettably, Kaplan is treating BARBRI’s potential sale as an opportunity to sow fear, uncertainty and doubt in the minds of law students like you. It’s unfortunate they’ve chosen this sort of marketing tactic, since they know that BARBRI has changed ownership twice before with no change to the BARBRI course.
The only reason I received the email was because I signed up for information about Barbri’s free MPRE prep course last fall. I never received the information (though I did get an email saying I would soon receive the information), probably because I checked the box for an online course and there wasn’t one available? Who knows.
Anyway, I haven’t decided how I’ll be preparing for the bar exam, but this really grown-up message makes me think Kaplan or some other company will be getting my money, not Barbri.
Defamation, or Competitive Fun?
More fun than thinking about barzam prep is considering the question of whether or not Barbri’s statement about Kaplan could be libelous.
First, let’s review the elements of a defamation claim (as taught to me by Professor Nick Johnson):
- A Statement
- To which meaning can be ascribed which is
- False and
- Can be found to be defamatory
- Of and concerning the plaintiff
- Uttered by the defendant
- Published to third party
- Causing harm to the plaintiff’s reputation
- In the plaintiff’s community.
Add on the requirement of “actual malice” (intent to do the harm), and Kaplan just might have a case.
Let’s parse it out: The statement is in the email, which, let’s assume for argument’s sake, has been sent to thousands students who are enrolled or who plan to enroll in bar exam preparation courses. The meaning is clear: Kaplan is trying to upset you, students, even though they know nothing will change in our Barbri course if we’re sold.
Falsity is one touchstone of this issue: first, is Kaplan sowing fear, uncertainty, and doubt in the minds of law students? (I, for one, am not afraid, uncertain, or doubtful as to the effects of Barbri’s sale, and I’ve read what Kaplan’s publicly saying about Barbri.) [UPDATE: thanks to a Twitter friend for directing me to the email Kaplan sent that elicited the questionable response.] Did Kaplan know “that BARBRI has changed ownership twice before with no change to the BARBRI course”? That’s a tougher proof question, but it’s the best basis of a claim, if Kaplan were to go there; the issue of fear seems more opinion-y than factual.
On the remaining elements, it’s pretty straightforward to conclude that these statements could be defamatory (harmful to Kaplan’s reputation), that they were about Kaplan (I didn’t see any other point to the message besides this message about Kaplan), that they were uttered by Barbri (published under the Barbri banner logo and from a barbri.com email address), and that they were published to third parties (law students like me).
The question of harm caused is a big one. What’s the harm? Ultimately it’s lost revenue from law students who would have paid Kaplan for bar exam prep, but for this message from Barbri about Kaplan’s unsavory marketing tactics. But is Kaplan’s reputation actually injured by this email? Perhaps not. As I mentioned, the low-blow tactics of Barbri in sending the message actually improved Kaplan’s reputation, especially relative to Barbri’s, in my mind. The question is if enough other people in Kaplan’s community (which is itself an issue: is this just consumers? Other bar exam preparation companies? Giant educational publishers?) are looking down on Kaplan for all this fear, uncertainty, and doubt it’s sowed.
Finally, actual malice is pretty apparent. I can’t conceive of a reason for sending this email except to inflict harm on Kaplan’s reputation and thereby its ability to collect test prep revenue from students in a (albeit large but) limited market.
My advice to Barbri: suck it up. Things are competitive enough out there. We students don’t need entities like you acting like or responding to playground bullies. We’ve got enough fear, uncertainty, and doubt about our futures to go around.