Communication advice to Charlotte Beers

Requirement：

 

magine that you are Charlotte Beers’ communications advisor in December 1993. Beers realizes that her cultural change effort “was still fragile” and that her new strategy for O&M “was not well understood below the top tier of executives…”

 

Part 1a: Diagnose what went wrong with Beers’ first attempt to communicate a strategic change message within her organization and the relative strengths and weaknesses of the communication practices and the ‘why nots’ at O&M.

 

Part 1b: Now imagine it’s May 2019 and as Director of Communication advising Ms. Beers, you have the ability to use the media support that exists today.

 

Provide communication advice to Charlotte Beers regarding the relaunch of the Brand Stewardship strategy. Develop a 6-month communication campaign to generate a conversation with O&M employees about what they should do, know, and feel to support Brand Stewardship. Be sure to apply specific components of the People Channel in your recommendation and draw on the Action Equation we discussed in class. As part of your campaign, you will recommend ways to tap the ‘internal’ groundswell using social media. Pick two or three objectives described by Bernoff & Li, the rationale for your selections, your strategy and social media technology for each.

 

Assumptions — Our focus is to communicate the strategy to O&M employees worldwide. Assume we fast-forwarded to March 2019 so that we can take advantage of the groundswell surrounding the numerous communication vehicles that exist today.

 

Important note: this is not a research paper –– your analysis should be based solely on course materials and your own communication experience. Format and length: Word document, 1500 words, organized into the two parts. A goal in all our writing assignments is conciseness and clarity.

 

If you cite a reference or use a quote, we follow APA guidelines. When using APA format, follow the author-date method of in-text citation. This means that the author’s last name and the year of publication for the source should appear in the text. Example: According to Jones (1998), documentation practices are critically important…..

 

If you are directly quoting from a work, you will need to include the author, year of publication, and the page number for the reference (preceded by “p.”). Introduce the quotation with a signal phrase that includes the author’s last name followed by the date of publication in parentheses. Example: According to Jones (1998), “Students often had difficulty using APA style, especially when it was their first time” (p.199). There is no need to list references at the end of the essay.

 

Evaluation criteria — In assessing the case analysis, we will be using the grading rubrics included in the syllabus, as well as the extent to which you apply course concepts in your analysis. As with all case studies, there is no one “right answer” — rather, we will be focusing on the soundness of your rationale.

 

Classnotes

O&M employees about what they should do, know, and feel to support Brand Stewardship.

Do need to use Brand audit.

In the end of Case u need to write hwo to Measure the success

What objectively can be achieved each month in 6 months. I can draw a chart with reference to the GANT Chart. I also took a picture of the chart. The content is not clear, you can search Google

 

 

Don’t use too many complicated sentences when writing, use less clauses