A communication strategy should not be an afterthought. However, analyzing a work$-$related situation retrospectively through the lens of a communication strategy can be useful for understanding where communication succeeds or fails and why a thoughtful communication strategy can be the difference between success and failure.

This activity is important because at some point in your career, you$$ll have to manage a complex communication task and will need to be strategic about it$.$ The goal of this activity is to demonstrate your understanding of how a communication strategy can set you up to succeed in getting more of what you want.

In the video you will watch, SkyBlue, a popular airline, is introducing a new incentive plan that rewards employees for hitting certain marks on mishandled baggage and on$-$time departures. An airline supervisor is introducing this incentive plan to his team and is being met with resistance and skepticism. As you watch the video, make note of the purpose of the communication, the audience, the communicator, and the message, including the communication channels $($explicit and referenced$).$

Click the $$ button to watch the video. Then, answer the questions that follow.