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CCS 02S AssignmentKickoff

The document outlines the requirements for an individual written assignment at Leeds University Business School, focusing on strategic communication. Students must select a real organization, propose a hypothetical strategic decision, and develop a corporate communications plan, with a total length of 3,000 words due by December 20th. Key components include an introduction to the organization, stakeholder mapping, a communications plan, and issue management strategies.

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radon.thetas.1m
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15 views11 pages

CCS 02S AssignmentKickoff

The document outlines the requirements for an individual written assignment at Leeds University Business School, focusing on strategic communication. Students must select a real organization, propose a hypothetical strategic decision, and develop a corporate communications plan, with a total length of 3,000 words due by December 20th. Key components include an introduction to the organization, stakeholder mapping, a communications plan, and issue management strategies.

Uploaded by

radon.thetas.1m
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Leeds University Business School

Assignment Kick-off
Learning Outcomes for Today

• Review requirements of module assignment


• Kick off the process of selecting case studies

Leeds University Business School


Assessment

• An individual written assignment testing your understanding of strategic


communication
• Application of theory to practice on case study of your own choice
• 100% of module assessment
• 3,000 words
• Deadline – Tuesday, 20th December (Upload to Minerva by 12 noon)

Leeds University Business School


Your Assignment…

• Select a real organisation on which to focus your assignment


‒ You might choose a large corporation, an SME (Small or Medium Enterprise), or
a not-for-profit organisation from any part of the world.

• Identify a plausible, hypothetical strategic decision the organisation might


take
• Develop a corporate communications plan in support of the proposed
hypothetical strategic decision

Leeds University Business School


Assignment Requirements

1. Introduction to the organisation


2. Strategic decision
3. Stakeholder map, assessment and selection
4. Overall objectives
5. Key messages, message styles and media strategy for selected
stakeholders
6. Potential issue of strategic decision and approach to communications

Leeds University Business School


Introduction to the organisation (10%)

• Who are they?


• What are their overall objectives?
• What do they do?
• Where do they operate?

Leeds University Business School


Strategic Decision (10%)

• Description… what will the organisation do?


• Justification of the decision… why is it plausible?
‒ Include data from a range of referenced practitioner and academic sources

• You may support your justification using any of the strategic frameworks
covered in the module
• HOWEVER… any frameworks used should be put in an appendix, as they
are not required and will not gain additional marks

Leeds University Business School


Stakeholder Map (20%)

• Map at least 10 stakeholders who may affect or be affected by the actions of


the organisation in relation to your proposed strategic decision
• Assess relative importance of each stakeholder mapped using salience and
power/interest frameworks
• Select three of particular importance as targets for communications plan

Leeds University Business School


Communications Plan (50%)

• Overall objectives
• Key messages
• Message styles
• Media strategy
} For each stakeholder

• Justify message styles and media strategy

Leeds University Business School


Issue Management (10%)

• Identify potential issue that might arise due to strategic decision


• Explain (briefly!) how this issue may escalate into a crisis
‒ Events that may occur for a specific scenario
‒ Supporters/opponents

• Recommend a suitable approach to managing communications


‒ Initial communications designed to avoid escalation

Leeds University Business School


Kick-off!

• Discussion, not decision!


• Brainstorm a list of organisations suitable for the assignment
‒ Names
‒ Industries

• Choose one for the ‘group’ to work on


• Identify potential strategic decisions that organisation might take

Leeds University Business School

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