Getting the Message Across! One Message, Three Audiences, Three Media.
TOTAL WORD LENGTH: 2000 words (+/- 10%)
INSTRUCTIONS
The aim of this assignment is to give students some practice at writing the same message to different audiences. The assignment requires students to create a communications strategy to deal with a significant organizational issue that will be requiring communications to both internal and external audiences. We see examples, both positive and negative, regularly in the media.
These may include, but are not restricted to such instances as:
• Organizational Change:
Negative: closing a department, off-shoring
Positive: expansion of the organization, takeover, restructure
• Organizational Embarrassment or Celebration:
Negative: faulty goods or services, internal issues;
Positive: celebration of milestones or Innovations.
• Image Management for Person with a Public Profile:
Negative: redemption after a personal embarrassment
Positive: launching the media profile of a person (e.g. seeking office)
The potential audiences for the communication can be:
• Internal Management / Board / Parent Company
• Government / Industry Regulator
• Staff / Supervisors / Employees
• Consumers / Public
• Local Hospital / Health Services / Emergency Services
• Media – Radio / TV / Chat Shows / Popular Magazines
The range of media to be used for the communication can range from Press Releases, Statements on the Company Website, to YouTube announcements, FB campaigns, and PowerPoint presentations (with recorded voice).
Process of Completing the Assignment
Step 1: Context and Situation
Choose the ‘situation’ that you are going to address in this assignment. If possible, select an industry about which you have some inside information and understanding so that you are attuned to the dynamics of the industry and the various stakeholders that will need to be addressed in the Communications Strategy.
Step 2: Stakeholders
Identify the three (3) stakeholder groups that you will address in your communications strategy.
For example:
• Stakeholder 1 Employees
• Stakeholder 2 Government Body
• Stakeholder 3 General Public
Step 3: The Media for your Messages
Once you have chosen the stakeholders, select three (3) different media to communicate your message. While the content to each of the groups will be similar, the form and tone of the message will be quite different. You will need to select different media for each stakeholder. So, as an example, from above:
Specific Requirements of the Three (3) Messages
While there are no limitations on the type of media chosen for the assignment, at least one of the communications must be a formally written piece (500 words) and one of the communications must be a multi-media presentation (graphics, sound and voice) that will be either a 5 minute YouTube clip, or (a PPT presentation which includes recorded audio embedded into the slides). Students need to present a 5 minutes Podcast along with the report to be submitted for assessment.
The completed assignment will include the following:
1. Descriptive Title (e.g. Restoring Confidence in the Brand)
2. Introduction to provide the context for the media strategy (500 words)
• The context piece will introduce the organization, the situation that needs to be addressed through a communication strategy, and a rationale as to why the three stakeholder groups, and choice of media, were chosen to address this issue.
• The aim of the media strategy (The aim of this media strategy is to ……..)
• The rationale for the choice of the three (3) media used in the strategy.
• Expected outcomes of the strategy
3. The three (3) different media to communicate your message to the three stakeholders
Notes:
• The total word count of this assignment must not exceed 2000 Words
• For example:
o a 500 words report introduction
o 500 words written report
o a 500 words Press Release
o a 500 words PPT with 5 mins recorded narration embedded).
Please note that there must be a 5 mins Podcast component to be submitted for marking. You can do this as part of the PowerPoint presentation or if you do not choose a PowerPoint presentation as a medium, then you must submit an additional 5 mins’ podcast for marking.
• The assignment will be evaluated based on the content and the professional style of presentation of the document.
And the instruction also says to record a 5-minute video so kindly prepare a 5-minute written narration so that I can record my audio in presentation. Thanks