Stakeholder management techniques and determining the most effective
communication strategies are two of the most critical components of corporate
communications. Managing and communicating with stakeholders can be
challenging, as stakeholders can be highly diverse with potentially competing
aims and objectives.
Draft at least one internal and one external communication
that effectively address the issues in the Milestone Two scenario, clearly
identifying your target audience (refer to the Milestone Two Guidelines and
Rubric document).
mkt_690_milestone_two_conditions_communication_strategy_guidelines_and_rubric.pdf
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MKT 690 Milestone Two: Conditions Communication Strategy Guidelines and Rubric
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 been revealed as one that operates with poor working conditions for
employees (uses child labor, pays low wages, requires long hours, no benefits, etc.).
In Module Three, you will submit the conditions communication strategy for presented scenario. For the communication strategy, select either informational,
educational, or persuasive communication strategies, or you may choose an approach that utilizes a combination of these strategies. Your strategy will depend on
the nature of the message along with the target audience.
Examples of each type of corporate communication:
a) 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.
b) 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.
c) 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 than a competitor’s version.
For the assignment, the following critical elements must be addressed:
I.
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.
II. 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?
III.
Internal Communication:
a) 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.
b) Identify the intended target audience for the internal 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 internal target audience addressing this scenario. Ensure that the
appropriate tone and message are communicated in your draft communication.
IV.
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.
Rubric
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.
Critical Elements
Communication Context
Communication Need
Internal:
Type and Purpose
Internal: Target Audience
Internal:
Draft Communication
External:
Type and Purpose
External: Target Audience
Proficient (100%)
Provides an overview of the
scenario using the chosen company
to provide appropriate context for
the situation
Explains the need for both internal
and external communications
addressed to appropriate audiences
and outlines the stakeholder
management issues
Provides an explanation of the type
of internal communication
providing justification for selection,
and provides support by explaining
the communication’s purpose
Identifies the target audience and
provides an explanation of
justification
Provides an appropriate draft
internal communication that
appropriately addresses the
scenario
Provides an explanation of the type
of external communication
providing justification for selection,
and provides support by explaining
the communications purpose
Identifies the target audience and
provides an explanation of
justification
Needs Improvement (75%)
Provides a limited overview of the
scenario and does not fully utilize
the chosen company to provide
appropriate context
Provides a limited explanation of
the need for communication, and
does not fully address both internal
and external audiences, and/or
does not fully outline the
stakeholder management issues
Provides limited explanation of the
type of internal communication
with little to no justification, and
does not fully explain its purpose
Not Evident (0%)
Does not provide an overview of the
scenario
Value
5
Does not explain the need for
internal and external
communication and does not
outline the stakeholder
management issues
10
Does not explain the type of
communication or its purpose
10
Does not identify a clearly defined
target audience or provides a
limited justification for that
selection
Develops a draft internal
communication that does not fully
address the scenario
Does not identify the target
audience or does not justify the
selection
5
Does not develop a draft
communication addressing the
scenario
20
Provides limited explanation of the
type of external communication
with little to no justification, and
does not fully explain its purpose
Does not explain the type of
communication or its purpose
10
Does not identify a clearly defined
target audience or provides a
limited justification for that
selection
Does not identify the target
audience or does not justify the
selection
5
External: Draft
Communication
Communication Strategy
Articulation of Response
Provides an appropriate draft
external communication that
appropriately addresses the
scenario
Provides a clear summary of the
communication strategy that is
supported with adequate evidence
to justify the approach adopted
Submission has no major errors
related to citations, grammar,
spelling, or syntax
Develops a draft external
communication that does not fully
address the scenario
Does not develop a draft
communication addressing the
scenario
20
Provides a limited summary of the
communication strategy, and does
not provide a complete justification
for the approach adopted
Submission has major errors related
to citations, grammar, spelling, or
syntax that negatively impact
readability and articulation of main
ideas
Does not provide a summary of the
communication strategy with
justification
10
Submission has critical errors
related to citations, grammar,
spelling, or syntax that prevent
understanding of ideas
5
Earned Total
100%
…
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