26 Sep Use your completed Stages of Effective Message Creation Form AND the Tips for Writing to Your Stakeholder document to write your first draft of your stakeholder communication. Tips
Use your completed Stages of Effective Message Creation Form AND the Tips for Writing to Your Stakeholder document to write your first draft of your stakeholder communication.
Tips:
- You have no more information than what you already know about what has transpired (based on the scenario presented to you in Part 1 of this exercise).
- You need to communicate with your stakeholder as soon as possible because if QuantaCare waits to communicate, the likelihood of rumors and false information being disseminated over social media and in the news increases.
- You want to exude credibility. You want your audience to trust that you are working earnestly to understand more about the cause and scope of this situation.
- You can’t make any promises that this will never happen again. You can’t use the word “guarantee” because your corporate attorneys will not let you open the company up to any future lawsuits. Your corporate attorneys will also not let you reach out to the patient or his family at this time due to potential lawsuits.
- Consider what you do know at this time.
- Consider what your audience needs to know at this time. What are their unique concerns? Do they need to know all the details or just some?
- Consider how you intend to update your audience when more information becomes available.
- Refer to the tips document associated with your stakeholder for help with writing your draft. To help you with your first draft, refer to the tips document associated with stakeholder to whom you are writing:
Heba Elwahsh
THE STAGES OF EFFECTIVE MESSAGE CREATION FOR THE STAKEHOLDER COMMUNICATIONS ASSIGNMENT
The stakeholder I am writing to is: The company Shareholders.
STEP 1:
Type your answers to the questions above.
Who is your audience?
• The company shareholders
What are their characteristics?
• They are owners of the company • They have the right to question the company’s management
• They possess voting rights since they are equity shareholders.
What makes them unique?
Who is your audience?
What are their characteristics?
What makes them unique?
How will they react to your message?
PLAN: Get the content right. 55%
Heba Elwahsh
• The shareholders are unique because they belong to the equity category of shareholders.
They possess full rights to knowing what is going on with the company and how is their
investments affected by the situation.
How will they react to my message?
• They are likely to be annoyed since the crisis can cause a drop in revenues which will
cause a drop in the value of shares.
Type your answers to the questions above.
Why am I writing this?
• I am writing the message to inform the shareholders about the impending crisis and the
company’s strategy to manage the situation.
What obstacles must I overcome?
What is the situation that has motivated you to communicate?
What obstacles must you overcome?
How will the message provide a strong argument and sufficient use of evidence?
Heba Elwahsh
• One of the obstacles that I must overcome is arousing the shareholders’emotions.
Another obstacle is overcoming communication problems since the shareholders are
diversified.
How will my message provide a strong argument and sufficient evidence? (You don’t have a lot of details to share right now. So, the key is to ensure you build credibility and address the audience’s needs)
• My message will provide a strong argument since I will inform the shareholders about the
incident and the potential causes of the crisis. In the message, I will also present an
argument on how the company will contain the crisis and ensure that the value of the
shares is not affected.
Heba Elwahsh
Write your answers to the questions above.
At this point in time (early in the morning), how much information does the audience need to know? (Remember, you don’t know much at this point).
How will you organize your message?
• I will organise the message in a chronological manner so that I can give an account of
everything that has happened and led to the crisis.
What needs to be communicated in the first paragraph?
• In the first paragraph, I will communicate the reason for the message.
What needs to be communicated in the second paragraph?
• In the second paragraph, I will communicate the strategies that the company is taking to
mitigate the situation.
What do I want my audience to do?
• I will need the audience to understand the situation and keep faith in the company’s crisis
management team to handle the situation.
How much information does the audience need to know?
What will be the arrangement of arguments?
1. Chronological? 2. Descriptive? 3. Facts vs. Analysis?
Heba Elwahsh
How do I want my audience to feel after reading my message?
• I will want the audience to feel that the company is concerned about them and it is doing
its best to safeguard their investments in the company.
Type your answers to the questions above.
WRITE: Get the delivery right. 25%
What style would the audience prefer for this communication under the circumstances?
• Formal • Informal
Are there any “red flag” words that could create a negative response?
What is your syntactic choice?
• Active • Passive
What is the design of this communication?
• Letter • Email • Memo • Report
Heba Elwahsh
What should my writing style be?
• My writing style should be official but I must sound friendly to the shareholders.
Are there any red flags that can create a negative response?
• There are no red flags can create negative responses since my goal is to communicate to
the shareholders about the situation and how the company handles it.
What is my syntactic choice?
• My syntactic choice is to use simple sentences to communicate with all the shareholders.
What is my communication design/document type?
• I will send emails to the shareholders and also make press releases so that I can ensure all
stakeholders receive the message.
YOU DO NOT NEED TO WRITE ANYTHING TO ADDRESS THE FRAMEWORK BELOW. THIS IS HERE TO HELP YOU START THINKING ABOUT WHAT YOU WILL EVENTUYALLY WRITE.
Typical Deductive Framework for a Business Argument and Related Paragraph Structure
Heba Elwahsh
©McGraw-Hill Education
,
Email to Employees:
The following are some considerations as you prepare to write your communication:
· Your employees could also be users this product. Their family members or friends can use it. What should they do? What if they have questions?
· They might be afraid that this situation could adversely affect the financial standing of the company, and thus result in layoffs. BUT… can should not mention this. Why? Just by mentioning the word, you can remind people about. Instead, you want to exude confidence that the company employing all the internal and external resources to uncover the course and scope of the issue. You want them to feel confident that the company will weather this storm, thanks to their hard work and dedication.
· Your employees are spokespeople of the company. What should they do if they receive any third-party inquiries about BreatheEZ? You will want to inform them to refer any inquiries to the Public Affairs department. (You can make up a contact.
The following are suggestions on how to organize your paragraphs and message.
Subject Line: (Specific, but not alarmist)
Dear QuantaCare Team Member, (You must have a salutation)
First paragraph needs to use the journalistic approach: who, what, where, when, why, etc. Try to be concise but make your sentences contain the necessary details. Example: “As you may have already heard….”
Next: What are you doing?
· Are you launching an investigation?
· You can give more specific information here since these are your employees. They likely know the name of the Vice President of Manufacturing if you are charging this person with the responsibility of investigating the incident.
· What is that person doing to research the issue? Perhaps launching an investigation across all manufacturing sites to see if it’s an isolated incident?
· Sample “business” terms here could be:
· Rigorous investigation
· To uncover the cause and scope of the issue
Next: What are you recommending your audience do …
· If the use BreatheEZ, should they reach out to their physician for an alternate product until you can ensure the safety of all BreatheEZ inhalers?
· What if they have or someone they know has questions? Where can they call? Did you set up a special customer service number?
· What if they receive inquiries from a third party? Where should you have them direct those calls?
· When will you be updating them? Or will you be updating the department vice presidents throughout the day?
· Will Gail Yosh, Vice President, Corporate Communications, and her team be working on ensuring the website and social media sites are continuously updated?
Last paragraph: While you can’t guarantee anything, end with a statement that thanks them for their hard work and dedication to QuantaCare. Give them the sense that together, as a team, you will resolve this matter and be stronger and remain committed to customer safety.
Sincerely,
Your name
Chief Executive Officer
QuantaCare
,
Email to Pharmacies:
The following are some considerations as you prepare to write your communication:
1. You have very little information. You don’t even know how this happened yet. You need to launch a thorough investigation to learn the cause and scope of the issue. Until then:
2. Should you apologize? Not at this time. Why? You don’t know anything about this yet and apologizing too early can show culpability and leave you open to lawsuits. Depending on the nature of the cause of this, you may or may not need to apologize in the future. For this communication, you only need to show that you are committed to learning more (you consider this a serious matter and will employ all of your resources to gain more information.
3. Can you guarantee or promise this will never happen again? No. Your corporate attorneys will not let. Guarantees or promises can be binding and open your company up to future litigation.
4. This audience cares about their customers … pharmacists often form close relationships with their regular customers, and people rely on pharmacists for information about their medications.
The following are suggestions on how to organize your paragraphs and message.
Subject Line: (Specific, but not alarmist)
Dear Pharmacist,
First paragraph needs to use the journalistic approach: who, what, where, when, why, etc. Try to be concise but make your sentences contain the necessary details. Example: “As you may have already heard….”
Next paragraph: What are you doing?
· Are you launching an investigation?
· What are you doing internally?
· Sample “business” terms here could be:
· Rigorous investigation
· Exhausting all internal and external resources
· To uncover the cause and scope of the issue
Next paragraph: What are you recommending they do?
· Stop filling BreatheEZ prescriptions until you can ensure it’s safe?
· Suggest their customers see their physicians for information and a new prescription for an alternate product.
· Did you set up a customer service line for BreatheEZ users, the number to which the pharmacists can provide?
· What if they, themselves, have questions? Is there a special hotline you set up just for medical professionals and pharmacists?
Last paragraph:
· Thank them for their patience and support in helping to ensure all patients have the medications they need to stay healthy.
· Tell them when and/or how you will keep them updated.
Sincerely,
Your name
Chief Executive Officer
QuantaCare
,
Email to Physicians:
The following are some considerations as you prepare to write your communication:
1. You have very little information. You don’t even know how this happened yet. You need to launch a thorough investigation to learn the cause and scope of the issue. Until then:
2. Should you apologize? Not at this time. Why? You don’t know anything about this yet and apologizing too early can show culpability and leave you open to lawsuits. Depending on the nature of the cause of this, you may or may not need to apologize in the future. For this communication, you only need to show that you are committed to learning more (you consider this a serious matter and will employ all of your resources to gain more information.
3. Can you guarantee or promise this will never happen again? No. Your corporate attorneys will not let. Guarantees or promises can be binding and open your company up to future litigation.
The following are suggestions on how to organize your paragraphs and message.
Subject Line: (Specific, but not alarmist)
Dear Physician,
First paragraph needs to use the journalistic approach: who, what, where, when, why, etc. Try to be concise but make your sentences contain the necessary details. Example: “As you may have already heard….”
Next paragraph: What are you doing?
· Are you launching an investigation?
· What are you doing internally?
· Sample “business” terms here could be:
· Rigorous investigation
· Exhausting all internal and external resources
· To uncover the cause and scope of the issue
Next paragraph: What are you recommending they do?
· Stop prescribing BreatheEZ until you can ensure it’s safe?
· Consider prescribing your alternate asthma product XXXX?
· Did you set up a hotline for their patients’ questions
· What if they, themselves, have questions?
Last paragraph:
· Thank them for their patience and support in helping to ensure all patients have the medications they need to stay healthy.
· Tell them when and/or how you will keep them updated.
Sincerely,
Your name
Chief Executive Officer
QuantaCare
,
Email to Shareholders:
The following are some considerations as you prepare to write your communication:
1. You have very little information. You don’t even know how this happened yet. You need to launch a thorough investigation to learn the cause and scope of the issue. Until then:
2. Should you apologize? Not at this time. Why? You don’t know anything about this yet and apologizing too early can show culpability and leave you open to lawsuits. Depending on the nature of the cause of this, you may or may not need to apologize in the future. For this communication, you only need to show that you are committed to learning more (you consider this a serious matter and will employ all of your resources to gain more information.
3. Can you guarantee or promise this will never happen again? No. Your corporate attorneys will not let. Guarantees or promises can be binding and open your company up to future litigation.
4. This audience is worried about their money, but you can’t address the stock price (which will likely plummet today) because it will appear you are focused on many instead of healthy and safety. What you can focus on resolving this matter expeditiously.
The following are suggestions on how to organize your paragraphs and message.
Subject Line: (Specific, but not alarmist)
Dear Shareholder, (You must have a salutation)
First paragraph needs to use the journalistic approach: who, what, where, when, why, etc. Try to be concise but make your sentences contain the necessary details. Example: “As you may have already heard….”
Next: What are you doing?
· Are you launching an investigation?
· What are you doing internally?
· Sample “business” terms here could be:
· Rigorous investigation
· Exhausting all internal and external resources
· To uncover the cause and scope of the issue
Next: What are you recommending your audience do?
· If they use BreatheEZ, or if someone they know uses BreatheEZ ….
· Should they see their physician for an alternate product until you can ensure the safety of all BreatheEZ inhalers?
· What if they have questions? Did you set up a dedicated customer service hotline?
Last paragraph: While you can’t guarantee anything, end with a statement that thanks them for their continued support. Tell them that you will be updating them as soon as more information is learned. Choose how you tell them you’ll be updating them. (You can’t say anything about the stock price – you know they are about their money, but you can’t mention this, only address this need in a secondary way by exuding confidence that the matter will be resolved quickly and with the safety of BreathEZ users in mind.)
Sincerely,
Your name
Chief Executive Officer
QuantaCare
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