1047: 1800 words

Instruction beyond the babble 和groundswell两本书 里的理论都要用到

This case study project involves two parts.

PART I – Part 1: Imagine you are a communications director writing the communications plan for Dean Wilson's re-launch of her Outreach Strategy.

The plan should include:

1. a vision statement regarding where Dean Wilson wants to lead the EHBJ College (her vision and her objectives)

2. what she expects from her senior leadership team,

3. what she needs them to do to achieve the objectives, and

4. the communication channels that will be used to help communicate and achieve the objectives.

The communications plan should reflect

1. your understanding of the audiences,

2. your understanding of the major communication concepts we studied in class (the Action Equation – Know + Feel = Do and the People Channel,

communications structure [vertical, horizontal, external], etc.).

Length of Part I – 1,000 to 1,500 words

PART II – Part 2 is a 250 word letter from Dean Wilson to her direct reports -- her executive leadership team

DIRECTIONS:

Write a personal letter launching her new outreach communication strategy to her senior leadership team (senior team and department heads) in the College of Education, Human Services, Behavioral Sciences, and Justice (EHBJ). The letter should include her vision and her expectations of her team -- where she wants to take them (lead them) and what she wants them to do to achieve the objectives of the plan (execution).

First plan should ：

1. Objective

2. Describe 2-3 target audiences and influencers for the stated business objective (in bold above) based on your stakeholder analysis matrix.

For each target audience, describe one communication objective intended to support the business objective (where is the focus: KNOW, THINK, FEEL, DO, etc.?).

3. Identify one communication tactic/activity that will help achieve each communication objective, the channel(s) you’ll use, and success indicator(s).

Sample format (you will do this for 2-3 target audiences, based on your stakeholder analysis matrix):

Target Audience 1

Influencers Impacting Target Audience 1

Communication Objective 1

Know, Think, Feel - Where is your focus? How are you hoping to impact your audience with your communication efforts?

1 Tactic You Will Use to Accomplish Objective

What channel(s) will you use to accomplish this tactic ?

What Principles of Persuasion will you employ? ：https://www.influenceatwork.com/principles-of-persuasion/

What are your success indicators? Make sure your metrics are SMART (reference SMART goals in the textbook if you need additional information)