Assignment Instructions
Background:
Whether its a product recall or malicious behavior by employees, companies are
launching multi-prong responses that make use of the skills and training that
business and technical communicators exemplify.
Unfortunately, there is little information or training available
to business and technical communicators regarding responses to accusations of
wrongdoing (or apologia). Using rhetorical theory to analyze apologetics in
business writing and technical communication will help you gain valuable
practice in conflict communication within a corporate structure.
Assignment:
1. First, take some time to research and
discuss real product recall situations or accusations of wrongdoing in the
news. Look at press releases, corporate websites, and social networking sites
that were/are used by the company to address the situation. You are not
required to chose something healthcare related, although it would be a great
idea!
2. Select a case from the news. Provide a
brief analysis of the situation (including what happened, why it was
perceived as being wrong, and what the companys messaging should be to
overcome the problem).
3. Devise a plan to address the problem/situation using
the corporate website and social networking. Here is an initial list of
questions to help you get started:
o What needs to be communicated?
o How can/should the companys corporate website
be used?
o What role can/should social media play?
o What documents will consumers need to see and
download?
o Is video important? If so, how? To show a CEO
apologize? To demonstrate how to find product numbers and identify recalled
products? To provide instructions for fixing a product defect?
4. Discuss the benefits of your plan for the
customers and for the company.
Example sources (feel free to use or Google
Company product recalls):
(Links to an external
site.)
Mattel: Toy recall (Links to an external site.)
(Links to an external
site.)Baby food recall (Links to an external site.)
Your assignment must include the following:
1. An brief analysis of the situation (1 page):
o Discuss the specific issues
2. Develop a response plan that addresses the
following (2-3 pages):
a. What needs to be communicated?
d. What should the company message be?
f. What are the benefits of your plan for the customers and for the company?
3. Be formatted in APA style with APA in-text and
Reference Citations (no title page is required)
Last Completed Projects
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