As a marketing consultant, you will need to advise clients on the development of a communication strategy that has contingencies to address situations such as the one presented in the scenario. This project is designed to help you understand the types of strategies that can be adopted and address the various audiences you will encounter.
Milestone Two Scenario
An overseas contractor that is a major supplier to your chosen company has recently revealed as one that operates with poor working conditions for employees (uses child labor, pays low wages, requires long hours, no benefits, etc.).
Examples of each type of corporate communication:
- Informational Example: When a new product is launched, the public will know nothing about it. Consider the situation when Apple launched the iPad, a totally new class of technology. In order to generate interest, the company first had to tell people about the product.
- Educational Example: Once the target audience is aware of the new product, they often need to be educated as to why the product could be useful to them.
- Persuasive Example: Once a new product has become successful, it is highly likely competitors will have entered the market. Communication therefore needs to persuade the target audience to purchase the version that the corporation provides rather a competitor’s version.
For the assignment, the following critical elements must be addressed:
- Communication Context: Provide an overview of the scenario that your communication strategy will address, in the context of the company you have selected for your final project. (Company selected: Starbucks Coffee Company)
- Communication Need: Considering both internal and external audiences, explain the stakeholder management issue(s) that must be addressed due to this scenario. What specifically caused the need for the identified communications?
- Internal Communication:
- External Communication:
- Conditions Communication Strategy: Summarize the communication strategy utilized to address this scenario. Why was it the best approach for this scenario? What alternative strategies did you consider, and why was your approach the best option? Provide justification to support your communication strategy.
- Explain the type of internal communication and the purpose for the internal communication that you have chosen (i.e., informational, educational, and/or persuasive). Detail your process for selecting the type of communication that will address the scenario. Provide justification as to why the chosen strategy is appropriate for the scenario.
- Identify the intended target audiences for the internal communication, and then explain why they have been selected as the target audience. Provide justification for selected the identified target audience.
- Develop a draft communication that could be sent to the identified internal target audience addressing this scenario. Ensure that the appropriate tone and message are communicated in your draft communication.
- Explain the type of external communication and the purpose for the external communication that you have chosen (i.e., informational, educational, and/or persuasive). Detail your process for selected the type of communication that will address the scenario. Provide justification as to why the chosen strategy is appropriate for the scenario.
- Identify the intended target audience for the external communication, and then explain why they have been selected as the target audience. Provide justification for selecting the identified target audience.
- Develop a draft communication that could be sent to the identified external target audience addressing this scenario. Ensure that the appropriate tone and message are communicated in your draft communication.
Guidelines for Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format. Page length requirements: 3-5 pages, not including title page and references.
Learning Objectives
- Craft communications to address internal and external stakeholder issues
- Craft communications to illustrate various strategies and approaches utilized by corporations in their communications with stakeholders
Reading and Resources
Required Resources
Textbook
Corporate Communication: A Guide to Theory and Practice, Chapter 10
While you read, consider the following questions:
- Why is it necessary for a corporation to manage issues that arise?
- How can issues impact a corporation’s reputation?
- How do corporations ensure they are aware of issues quickly and efficiently?
- How do corporations determine what type of response is required when an issue becomes public?
eBook: Handbook of Corporate Communication and Public Relations: Pure and Applied
Today’s Corporate Communication Function (pp. 200–226)
While you read, consider the following questions:
- What impact could the issue have on the corporation and/or its stakeholders, both internal and external?
- Could the corporation take a more active approach to deal with the issue once it has arisen? If so, how?
- What could the corporation have done to be proactive about the issue? Could it have prevented the issue from causing a problem?
- Study the life cycle of an issue, focusing on where it starts, how it is communicated, and by whom it is communicated.
eBook: Essentials of Corporate Communications
Chapter 2: From Communication to Reputation
While you read, consider the following questions:
- Do you understand the differences between a company’s brand, image, and reputation?
- What can cause a negative impact on a company’s brand, image, or reputation?
Note: SNHU has limited access to this resource. Please view this alternative resource if you experience any difficulty viewing the eBook.
eBook: Reputation Management: The Key to Successful Public Relations and Corporate Communication
Chapter 13: Corporate Responsibility
While you read, consider the following questions:
- What does compliance have to do with corporate social responsibility (CSR)?
- What does the issue of human rights have to do with corporate profitability?
- Do corporations communicate their CSR activities? If so, to whom and how?
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