ENGL510: Foundations of Professional Communication

ENGL510: Foundations of Professional Communication

ENGL510: Foundations of Professional Communication

ENGL510: Foundations of Professional CommunicationWriting Assignment 2 Persuasive MessageInstructionsFor this week’s assignment, you will synthesize the most relevant information in the situation below, and present a solution in your own words, using your own analysis. You will not use all ofthe information included in the scenario. Remember it is not appropriate to cut and paste entire sections from the situation to substitute for your own analysis.The objective of the assignment is to organize your message in a way that will be most effectivein persuading the Chief Executive Officer (CEO) to take action.Situation: Convincing the CEO to Approve a Public Relations PlanYou are the director of public relations for Easy to Be Green, the innovative new company thathelps homeowners, businesses, and municipalities become more environmentally friendly.The company has been active in environmental issues in the community since its founding a fewyears ago and generally has good community relations. Recently EBG’s director of research,who is strongly opinionated about environmental issues, spoke in public about the environmentalpractices of some local companies who employ many people in the community. Lately, you’vefound that some of your local contacts seem a little less interested in EBG’s public relationsinitiatives, and there has even been a small drop in sales. There may be no connections betweenthese events, but you want to be proactive about the company’s community relations.You also want to protect the company against charges of hypocrisy. The other day you as walkedthrough the parking lot, it occurred to you that the majority of the employees drive SUVs, pickups, and other kinds of gas guzzlers. This includes the CEO, whose family car is a luxury sedan.The company’s delivery and service vans are also not the most environmentally-friendlyvehicles.After a little research, you come up with a tentative plan. You have learned that a local hybridcar dealership has been offering an interesting deal. Employees of companies that buy hybrids ascompany vehicles can get discounts when they buy hybrids for themselves. You think that thecompany should consider purchasing a couple of hybrid vans and encourage employees to buyhybrids for themselves by offering substantial rebates for these purchases.You want to get the CEO’s approval before you pursue this idea any further. You anticipate thathe will have significant resistance. The company vehicles are not due for replacement, and therebates to employees could add up to quite a lot if many employees take up the offer. On theother hand, if only a few employees take up the offer, a significant environmental initiative willseem like a failure. The CEO is a risk-taker in terms of business initiatives but tends to beconservative in management practices. He might also be a little defensive about the hybridpromotion plan because of his own vehicle choices.1You feel strongly that the potential benefits of this plan—in long-term savings on gas, in goodpublic relations, in helping the environment, and in increased company esprit de corps asemployees get involved in an activity related to the company mission—outweigh the risks andcosts. It may be expensive and a little gimmicky, but it is unusual enough to get great publicityeven if it is not a huge success. You feel that if the CEO gets behind this plan, you can succeedin getting employees to sign on.AssignmentDrawing on the principles discussed in Chapter 8 of the textbook (in particular the AIDAapproach), the Week 2 lecture, and ideas shared discussions, use the template provided in DocSharing to write a one-page memo to CEO Bertrand Green in which you convince him to giveyou the go-ahead to pursue your plan. You are not asking for final approval at this point. Youjust want to get his tentative approval before you continue working on the plan. However, youcan tell him that when you have all the details in place, you will provide a progress report thatincludes a complete budget.As you think about how you will write the memo, ask yourself what kinds of objections orquestions the CEO might have and how you can address these within the memo. Also, how canyou most effectively emphasize the potential benefits of the plan? Use your imagination todescribe how the plan might be implemented and promoted.Assignment guidelines and a sample message are provided in Doc Sharing. You will need toadapt the persuasive strategies—the attention-getter, the identification of and response topotential objections, the emphasis on benefits, the proactive closing—to suit the particular needsof this message.Please save your assignment draft as a Word document, using the file name “ENGL510yourlastname Wk3,” and post it in the Week 3 Persuasive Message Draft Dropbox . In Week 4,after you receive feedback on the draft, make any changes before submitting the final version tothe Week 4 Persuasive Message Revision Dropbox.Use the following basic formattingMemo headingOne-inch margins all aroundLeft-only justification12-point regular Times New Roman font.2

 

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