Select a Case Study, and write a 350- to 525-word message to the stated audience, employing the strategies learned in Ch. 10 of College English and Business Communication. Consider the concept of persuasive appeals in this situation and how you could integrate it into your audience.
Make sure to include the following in your message so employees know how this messaging would potentially be conveyed to its intended audience:
Channel(s) or media for the message
Distribution of the message through these channels/media
Week 3 Case Studies
Use one of the following case studies as the basis for your Week 3 assignment on crafting negative messages.
You are part of the public relations department for a major chemical manufacturer. Your main plant is located in an area that was entirely industrial when the plant was originally constructed in the late 1950’s but has recently been redeveloped to be primarily residential. The neighbors are concerned about rumors that toxic substances are leaking into the groundwater and have put pressure on a state senator to get the Environmental Protection Agency (EPA) to investigate. The EPA study was generally favorable to the company, but identified a crack in a holding pond that was allowing traces of heavy metals to leach into the surrounding soil that are well within established emissions limits. The company has filed a formal remediation plan with the EPA, but nearby residents remain concerned. Generate a message to reassure the key stakeholders that the company is acting in their best interests to correct the issue and reassure them that there is no health risk associated with the plant’s continued operation.
You are a member of the senior management team for a local department store chain that has been in business since the 1930’s. A major discount retailer moved into your town last year and began a price war with your store. After a year, sales are down dramatically, and the owner has decided to liquidate the business because it can no longer compete with the national retailer. The store has a number of long-term employees, some of whom have more than 20 years of service. The company will offer severance packages to employees equal to one week of pay for every year of service the employee has as of January 1 of the following year. Generate a message that will announce the closure of the store, the severance packages and benefits available to employees, and retraining and outplacement resources that will be offered to assist displaced workers.
You are a member of the human resources department for a regional bank. Due to the company’s claims experience and statutory changes mandated by the Affordable Care Act, the bank has decided not to offer subsidized group health insurance to employees starting the following calendar year. Instead, the bank has decided to offer its employees a stipend and send the employees to the state insurance exchanges to secure health insurance coverage for themselves and their families. Craft a message announcing the change and offering employees the opportunity to meet with benefits representatives who will provide instructions on how to sign up for health insurance coverage on the state exchanges.
