Based on the scenario, and the question at the end of the material. Thanks! Scen

Question

Based on the scenario, and the question at the end of the material. Thanks!

Scenario;

As a marketing consultant, you will need to consider various scenarios that could impact your client, and as a result you will need to work with your client to Develop a communication strategy that will enable the client to address situations. Wendy’s has approved a policy to address discrimination in the workplace. Examples of possible discrimination topics include gender, racial, religious, or age discrimination.

select either a defensive or offensive communication strategy, or you may choose an approach that utilizes a combination of these strategies.

Examples of Corporate Communication Strategies;

a) Defensive strategies: These are communications that tend to be reactive, with information transmitted after something has happened. Often this is in

reaction to “bad” news, and the resulting publicity causes a response. It can also be undertaken when a corporation simply does not want to be

perceived as generating publicity about an event. By way of example, a corporation may have made a donation to a particular charity or provided help

during a disaster, but it does not want to be perceived as trying to generate favorable publicity. However, due to increased publicity, it “reluctantly” has to

confirm its action.

b) Offensive strategies: These are communications that are usually proactive, with information transmitted before the media has reported an event or even

before something has occurred. This can be to pre-empt bad publicity over something that has happened, or to make an announcement about an issue

or event that will reflect favorably on the corporation.

Employee’s, Management, Investors, and Customers are both the external and internal stakeholders.

Questions;

External Communication:

a) 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 selecting the type of communication that will address the scenario. Provide justification as to why the chosen strategy is appropriate for the scenario.

b) 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.

c) 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.

V. 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.

Explanation / Answer

a) The type of external communication that I have chosen is persuasive communication. The reason for choosing this form of external communication is because of the ability to persuade is crucial in the business world. On a day-to-day basis, you need it to convince employees to work toward company goals or to persuade colleagues or clients to consider your ideas and suggestions. If you can master the art of persuasion, you can not only win the support of others, but you also can unify your team and encourage them to work together.

This type of external communication would effectively fit in the scenario as the manager would be effectively able to persuade people in adopting the policy. Discrimination is a serious issue and people should be given views and should be convinced to reach the possible solutions and agreements.

b) Know Your Audience

How you craft your message will depend on whether you're sending a memo to your staff or giving a presentation to the entire company. Effective persuasive communication addresses the audience's needs, values and desires. Audiences respond better to persuasive communication when they feel the person speaking is similar to them in some way, whether it's in age, occupation or socio-economic status. If you address what's important to your audience, they'll see you as someone who is like them and understands them and will be more receptive to your message.

The audience that should be targetted in such a scenario would be everyone who is a part of the business as all of them are affected by the policies that are an integral part of the business. All the employees (at all levels) and the clients and all the third parties associated with the business should be the target audience.

Get the Audience's Attention

Before you can persuade an audience, you must first grab their attention and demonstrate why it's worth their time to listen to your idea or suggestion. Start with an anecdote that illustrates the point you're trying to make or with a surprising fact that tells them why what you have to say is important to them. For example, if you're trying to persuade company management to adopt a no-smoking policy, begin with a statistic regarding how many sick days smokers take compared to non-smokers.

Establish Credibility

If you want to persuade an audience, you must first demonstrate your credibility and authority. People are more receptive to someone they view as an authority figure, whether that person has direct authority over them, such as a boss, or if the person is an authority in his industry or profession. Only attempt to persuade others of something you can prove you have first-hand knowledge of or experience in. Back up your claims with statistics or examples.

c) Draft communication that should be sent to the identified target audience should inclucate the following:

Tailor the Message to the Medium

What persuades in writing doesn't necessarily persuade when delivered verbally. For example, you can include numbers and statistics in a written document because readers can take their time interpreting the data before moving on. However, if you bombard listeners with these same figures during a speech, you may confuse them and lose their attention. Face-to-face interaction often works better for persuading others, because you can create a personal connection with your audience and use eye contact, gestures and other nonverbal signals to maintain their attention.

Convey Benefits

It's easier to persuade an audience when you can show them how your proposal benefits them. If you're asking your staff to work overtime during your busy season, describe how the extra money generated will fund additional employee perks or physical improvements to the workspace. If you're trying to convince your supervisor to let you work from home part time, mention studies illustrating that employees are more productive when allowed to telecommute. If you're pitching an idea to a client, illustrate how using your idea will boost the company's image and attract more customers.

Body Language

With verbal communication, your demeanor influences your ability to persuade as much as your words do. If you cross your arms, your audience may perceive you as hostile or angry. If you fidget, they may see you as weak or uncertain. If you rarely make eye contact, they may think you're hiding something. To sell your message to your audience, connect with them by maintaining eye contact. Project authority and confidence by standing up straight. Demonstrate your sincerity and openness by relaxing your arms and keeping them at your sides -- unless you're using them to gesture -- instead of crossing them behind or in front of you.

All these should be kept in mind while drafting a message to address the above scenario.

The strategy chosen for the above scenario is peruasive communication strategy as it focuses on the aim that is sought to be acheived by targetting the audience and convincing them. An issue as crucial and sensitive as discrimination should be handled with great caution and care. Someone who can persuade the audience is required to be a leader. Other form of communication strategies are informational and educational strategies. These would not be as effective as persuasive strategy because in these the audience just get to know the problems associated with the issue and there is no urge being developed to adopt policies that might bring the change. It is necessary that people are persuaded and led to an effective action. This strategy ensures cooperation and quality in the workplace and that's why employees can easily resort to such a strategy.

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