Principles Of Strategic Communication 1st Edition Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis - Solutions

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7. Contribute to Wikipedia.To experience a wiki, contribute to an article on Wikipedia. Find a topic on which you consider yourself an expert, for example, your college, your neighborhood, a sport, or a game. Make one or two changes to a relevant article on Wikipedia. In one week, track your
6. Create a project plan.Working in groups of four or five, imagine that you are creating a new website for a local business. First, choose a business that all of you know well. Next, complete the first two steps for team writing: identify project requirements and create a project plan.
5. Comment on a peer’s writing.Use the “Tips for Commenting on Peer Writing” to provide feedback on another student’s writing. Exchange draft documents with another student and use “Track Changes” in Microsoft Word to make comments. After you have commented on each other’s work,
4. Identify poor team behavior in a business movie.Watch a movie about business: The Social Network, The Company Men, Office Space, Thank You for Smoking, Up in the Air, Boiler Room, or something else. See how many flaws in their interactions you can identify. For example, what incidents of
3. Provide feedback.Imagine that you’re working as part of a team to create a five-year marketing plan. Everyone had agreed to have his or her part drafted by the time your team met today. What would be an appropriate response to each of the following situations at today’s meeting? Discuss your
2. Explain a team’s communication.After analyzing a team’s communication, briefly describe for the class (in two or three minutes) the purpose of the team and how well you functioned. Describe how the variables of group communication—conflict, conformity, and consensus—were or were not
1. Analyze a team’s communication.Think about a recent situation when you worked as part of a team. In retrospect, what worked well about the communication, and what could have been improved? Call or meet with one of your former team members to talk through your assessment and find out how he or
20. Discuss ethical dilemmas.Working in small groups, identify at least one ethical dilemma one of you has experienced in each of the following categories. Using the Framework for Ethical Decision Making discussed in this chapter, analyze how you handled the situation and what, if anything you
19. Respond to an email that suggests an unethical practice.Imagine that you’re an intern for the law firm Dewey, Wright, and Howe. As part of a team, you’re developing an Orientation Plan for future interns. Your team receives an email from the HR recruiter at the firm.Delete Junk Reply Reply
18. Discuss a questionable restaurant sales strategy.A diner at a steakhouse in Atlantic City was charged $3,750 for a bottle of wine he thought was $37.50. Read about the situation at bit.ly/1w89oTB. In groups, discuss who is responsible for the discrepancy. Have some members of your group argue
17. Write a policy about email use.Draft a policy about employees’ email use. Consider what would be important for a company to communicate to employees about their email communication. Next, search the Internet to find a sample policy about appropriate use of email. You may find one on your
16. Research a lawsuit about communication.Find an example of a company that was sued because of its communication. Research the situation with a particular focus on the communication that was called into question (e.g., email messages, unclear reports, or discriminatory language).Imagine that
15. Give your manager advice about communication media.For this exercise, you’ll help your manager be a better communicator. Let’s say you’re lucky enough to have a good working relationship with your manager, and he or she tells you—before the rest of the team—that your department will
14. Choose how to reject a job offer.We’ll discuss employment communication in Chapter 12; for now, consider a situation in which you’re offered a summer internship but decide not to accept it. With a partner, discuss the most appropriate communication channel to use for your message. Would you
13. Choose communication media for different audiences.Imagine that you’re the CEO of a retail store such as Aggresshop (described at the end of this chapter and at www.cengagebrain.com). Let’s say you’re planning to redesign each of the 16 stores in the United States. As part of this effort,
12. Explore how a company uses social media.What’s your favorite company? Spend some time exploring how the company uses social media. Does it have a customer blog, Facebook page, Twitter account, and other online places to connect with audiences? Now compare this company’s online presence to
11. Analyze print communication.Find an example of print communication, for example, a flier on campus, a newsletter, or a magazine ad. With a partner, discuss why the creator of the message may have chosen a print medium. In your opinion, was this the best choice? What technology-based media may
10. Adapt jargon for your audience.Think of a topic you know well (e.g., a sport, a hobby, or an academic subject). Write an email to a colleague who is also an expert on the subject. Include at least six jargon terms that flow easily into the context of your email.Now assume that you are sending
9. Discuss communication barriers.Consider a time when you were responsible for creating a communication barrier—we have all done so either intentionally or unintentionally. Discuss the situation with students in class. Identify your role and what you could have done differently.
8. Identify communication barriers in an episode of Mad Men.Watch an episode of Mad Men, the television series on AMC about an advertising agency in the 1960s. What verbal and nonverbal barriers do you notice? What could the characters do to avoid these barriers in future interactions?
7. Identify communication barriers between a retail sales representative and a customer.Watch the video clip from the fictitious retail store, Aggresshop. Identify the verbal and nonverbal barriers of communication in this scene. Think about the interaction from both perspectives: that of the sales
6. Identify communication barriers between a manager and an employee.In the movie Office Space, watch Scene 13, “Flair.” This communication does not go very well. Identify the verbal and nonverbal barriers of communication in this scene.
5. Describe a company’s grapevine.For the same organization you explored in the previous question, consider the informal communication network. With a partner, discuss how you heard about unofficial information about the company. How accurate do you think this information was? Was senior
4. Create an organization chart to identify a company’s formal communication network.Think of an organization where you’ve recently worked. Create an organization chart for two or three levels of employees. Then add arrows to identify the three directions of the formal communication network.
3. Examine your own communication filters.Looking at the same news story, list at least ten ways you personally are filtering the information you receive. Consider such factors as your individual experiences, culture, emotions at the moment, personality, knowledge, socioeconomic status, and
2. Identify communication components in a current news story.Use a current news item to identify the components of the communication process. You may use examples from the author’s blog at www.bizcominthenews.com. After reading background information about the story, choose one aspect of
1. Examine your own feelings about communication.In an email to your instructor, respond to the following questions:●● What are your strengths in business writing? What would you like to improve?●● How confident would you feel about writing an email that would be distributed to the entire
Can you name five types of channels of communication?
How would you define your own leadership style? Do you have examples you can share with others on how you lead when called on?
Revisit the definition of strategic communication and then review the vignette at the beginning of the chapter. Match the different terms in the definition to the different entities in the vignette.
In this chapter you were introduced to different fields of practice. In which of these fields would you like to practice your strategic communication skills and why are you interested in those? Do you think you have specific skills and personality traits that will help you in that practice? What
Find two celebrities from sports or entertainment; one whom you admire and one you are critical of. Write down what you like and dislike of them respectively and discuss the extent to which their communication in the public affects your impressions.
Reflect on the two communication theories presented in this chapter and write down which one best reflect your approach to communication and why.
Define strategic communication?
Several professional roles were identified in the chapter. Identify five and reflect on why you would like or not like to perform that role in strategic communication practice.
Review the list of soft skills and evaluate yourself on each on a scale of 1–10 where one represents Poor and 10 represents Outstanding. Then focus on the five soft skills you feel you are most deficient in and work on strategies to improve those skills.
Make a list of professionals, professors, alumni, family members, friends and others you know who might become part of your network.
Design a strategy to use these people to help you network for a future position.
Write a short essay on what you would like your personal brand to be.
Review the section on vision statements and discuss the following:■ Which of the vision statements presented in the chapter, do you like best and why?■ Do you think length of the statement matters? Why or why not?■ Think of a small local company and write a vision statement for it.■ Find
Find three mission statements online and analyze if they provide direction and motivation and address stakeholders.
Analyze two mission statements to see if you can determine the value system that supports the vision and mission.
Think of a leader to whom you have reported or is reporting. How would you define this person’s leadership style and how does it affect your performance?
Find five different industries that have activist groups opposing them. What do the activists stand for and how do their actions affect the different industries?
Find an example of a current event and do a macro-level analysis of the different sectors that might have influenced the situation.
Identify the media you use and determine how you might be able to use them strategically in communication practice.
Identify an organization or institution you are familiar with and identify the kind or kinds of structure it uses. Describe the structural attributes you have identified.
Analyze your favorite brand at the hand of the reputational factors mentioned above.What do you most admire about it and are there areas that can be improved?
Develop your own code of ethics. Start by writing down ten things you value and how you want to act in your everyday life. Then share your code with your classmates and discuss differences you have in your code.
Why do you think that the public views advertising executives and PR practitioners as unethical? What would you do to change strategic communication’s image problem?
This chapter lists three broad areas of societal issues that are considered problematic for strategic communication, including offensive messages, stereotypical portrayals and advertising to children. Can you think of other ways that strategic communication potentially has negative effects on
Develop a Corporate Social Responsibility campaign for a company that you work for or have worked for in the past. Explain how your CSR plan will benefit the reputation of the organization.
Review the ethical dilemmas in the chapter opener. How would you behave if you were put in those situations? Would you feel pressure to act unethically to make your agency more profitable or because it is the socially acceptable thing to do? Why or why not?
What are some research questions that might be important to strategic communicators?
What is the difference between primary and secondary data? When should you use one versus the other?
Think of a popular consumer brand that you like, what type of research would you do before developing a campaign for that brand? How would you conduct it? What type of questions would you want to answer?
Explain the ROPE process. Why is it helpful to strategic communication?
How can strategic planning influence the daily operations of an agency or business?
What are the steps in communication planning?
What does SWOT stand for? Which SWOT elements consider factors internal to the organization and which elements look at external factors?
How does a SWOT analysis guide a communication strategy?
Why should objectives, strategies and tactics be cascading?
What are the elements of an objective?
Why should you include a rationale statement?
Can you explain some of the differences in the types of resources that are available in the strategic communicator’s toolbox (such as advertising vs. publicity)?
Complete the planning matrix for the doll company described in this chapter.
Define the concept of stakeholders. What is the difference between internal and external stakeholders? Publics, consumers and audiences are all stakeholders. How are they different from each other?
Big corporations, like Apple, have a variety of stakeholders. Can you identify their active stakeholders and passive stakeholders? Who are their key influencers?
Pretend you are working for a company that manufactures jeans and other denim clothing for teenage girls. The owner wants to expand the company’s business by marketing to other segments beyond young women. What segment do you think the company should appeal to? Describe the segment
Explain in detail the consumer decision-making stages that you might go through when you are buying a new personal computer. Which brands would be in your evoked set? What kind of information search would you conduct? What criteria would you use to evaluate the alternatives? How would you deal with
Why is it important for strategic communication professionals to understand diverse stakeholder segments? Give an example of a brand that segments according to race.
How does a company’s core values play a role in its messaging strategy?
What does PR stand for? What category of media is PR typically associated with?
What is the difference between a news release and a media kit?
What are the 5 C’s of storytelling and why are they important to developing messaging?
What is the purpose of a creative brief?
What are the components of a print ad?
Can you explain how a news release works?
How did Domino’s capitalize on cities having poorly maintained roads as part of their message strategy?
.Make an hourly calendar of your daily media usage. Start when you wake up and log the media that you use throughout the day. If a CE wanted to reach you, which media would be most effective for them?
Think of a popular brand that uses the PESO model in an integrated way. Give examples of its paid, earned, shared and owned messaging.
What is third-party credibility? Why is it important to CEs? How is it achieved?
What brand messages have you shared on your social media recently? Why did you share? What about that brand or those messages made you share?
How much would it cost to run a 4×10 display ad in your local newspaper? Find out the column inch rate for the paper and calculate the cost of the ad.
If McDonald’s purchased 1,200 GRPs for a month-long television campaign and it reached 80% of the audience, what is the average frequency for the campaign?
What are the advantages and disadvantages of out-of-home advertising?
How has the rapid changes in technology had an impact on media and strategic communication?
What does PESO stand for? Why are the four categories useful?
What are media outlets associated with the term duopoly and why did they receive that identity?
What is retargeting? Explain its benefits.
What is SEO and how is it important to CEs?
How does content marketing complement brand journalism?
What is the difference between affiliate marketing and influencer marketing?
Based on the chapter and your own experience where do you see Artificial Intelligence, Augmented reality and the Internet of Things taking strategic communication in the near future?
Pretend that you are opening a new fast-food restaurant that specializes in gourmet hot dogs. What would your brand be called? What would the logo look like? How do you develop a brand identity? Why does a company need one?
What was the original purpose of a brand?
What are the functional and non-functional attributes of a Porsche? How are they different from a Corvette?
In the opening vignette you learned about how a nation can be a brand. What might the brand schema for the United States look like? Is it different for U.S. citizens? What about Mexican citizens’ schema of Brand USA?
What is brand loyalty? Why is it important to companies? What brands are you most loyal? Are there product categories where loyalty is stronger than for others?
Explain the various elements of a typical campaign plans book for a strategic communication campaign.

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