Unit 5: Developing Strategic Messages
Unit 5 will focus on how to use key messages to tell your company's story and how to incorporate key strategic messages in online and traditional media tools. This unit will also discuss how to help managers communicate timely, effective, and truthful messages while adhering to sound business principles.
Imagine you work for a company that is trying to negotiate with its union employees for their routine 4 to 6-year contract renewal. Imagine you are the public relations spokesperson for the second largest company in the United States and there are few trained spokespersons at your company, including you. What starts out to be a routine renewal labor union contract renewal turns bad. As the spokesperson for your company, what do you do? In 1997, a situation like this occurred when UPS employees were negotiating their contracts. When talks failed to produce an agreement that provided more job security through full-time employment and less part-time employment, without warning, the Teamster's Union announces that its UPS employees would go on strike. This resulted in millions of dollars in lost revenues and expenses. Approximately two weeks later, in hindsight and with the help of the case study authors, management reviewed how effective planning and message development could have resulted in a better outcome. In this unit, you will find out more about crisis management while reading the UPS case study.
Completing this unit should take you approximately 2 hours.