This article mainly analyzes in the United Airlines incident impact on the company

This article is based on the needs of the April 9th United event analysis.

Assessment 1

The first assessment consists of 2 elements:

Element A – Communication Plan (2500 words)

Acting as a senior communication officer for an organization chosen by your tutor, you have been tasked with developing a strategic communication plan. This plan will assist the company in rebuilding its brand and will attempt to reassure and mitigate against the resultant crisis of confidence that consumers have experienced.

The strategic communication strategy will be written using the following

headings:

•Executive Summary

•Situational Analysis

–SWOT and PEST Analysis

•Communication Strategy

–Identifying the Target Audiences

–Determining the Communication Objectives (SMART)

–Designing Message(s)

–Choosing Media

•Summary (Desirable outcomes for the company)

Throughout the plan reference to appropriate communication

theory and concepts should be made.

Element B – Press Release (500 words)

Write a press release for the organization designed to communicate

one of the messages determined in your communication plan (Part A).

The press release should be ‘newsworthy’ and correctly follow the

formatting rules for this type of written communication.

NB: Both assignments should take as their point in time, the days immediately following the incident/crisis.

Learning Outcomes to be assessed (as specified in the validated module descriptor http://icis.glam.ac.uk):

LO1: Apply a range of new communication and research skills to their own further research, learning, and business contexts

 

     

FACULTY OF BUSINESS AND   SOCIETY

Final   mark awarded:_____

Assessment Cover Sheet and Feedback Form 2016/17

  

Module Code: BS3S11

Module Title: Business Communication

Module Leader

Dr Elizabeth Lloyd Parkes

 

Assessment   Title and Tasks: 

Communication   Plan and Press Release 

Assessment   No. 1

 

No. of   pages submitted in total including this page: 

Completed by student

Word   Count of submission

(if   applicable): Completed by   student

 

Date Set:

Submission Date: 

28.01.18

Return Date:

26/02/18

       

  

Part A: Record of Submission (to be completed   by Student)

 

Extenuating Circumstances

If   there are any exceptional circumstances that may have affected your ability   to undertake or submit this assignment, make sure you contact the Advice   Centre on your campus prior to your submission deadline.

 

Fit to sit policy: 

The   University operates a fit to sit policy whereby you, in submitting or   presenting yourself for an assessment, are declaring that you are fit to sit   the assessment. You cannot   subsequently claim that your performance in this assessment was affected by   extenuating factors. 

 

Plagiarism and Unfair Practice Declaration: 

By   submitting this assessment, you declare that it is your own work and that the   sources of information and material you have used (including the internet)   have been fully identified and properly acknowledged as required[1]. Additionally, the work presented has not   been submitted for any other assessment. You also understand that the Faculty reserves the right to investigate   allegations of plagiarism or unfair practice which, if proven, could result   in a fail in this assessment and may affect your progress.

 

Details of Submission: 

Note   that all work handed in after the submission date and within 5 working days   will be capped at 40%[2]. No marks will be awarded if the assessment   is submitted after the late submission date unless extenuating circumstances   are applied for and accepted (Advice Shop to be consulted).

 

You are required to acknowledge that you have   read the above statements by writing your student number (s) in the box:

Student Number(s):

IT IS YOUR RESPONSIBILITY TO KEEP A RECORD OF ALL WORK SUBMITTED

  

Part   B: Marking and Assessment

(to be   completed by Module Lecturer)

  

This assignment will be marked   out of 100%

This assignment contributes to 50% of the total module marks.

This assignment is bonded /   non-bonded. Details: Bonded

Assessment 1 

The   first assessment consists of 2 elements:

Element A – Communication Plan (2500 words)

Acting   as a senior communication officer for an organization chosen by your tutor,   you have been tasked with developing a strategic communication plan. This   plan will assist the company in rebuilding its brand and will attempt to   reassure and mitigate against the resultant crisis of confidence that   consumers have experienced. 

The   strategic communication strategy will be written using the following 

headings: 

• Executive Summary 

• Situational Analysis 

– SWOT and PEST   Analysis 

• Communication   Strategy 

– Identifying the   Target Audiences 

– Determining the Communication Objectives (SMART) 

– Designing Message(s) 

– Choosing Media 

• Summary (Desirable   outcomes for the company) 

Throughout   the plan reference to appropriate communication 

theory   and concepts should be made.

Element   B – Press   Release (500 words)

Write   a press release for the organisation designed to communicate 

one   of the messages determined in your communication plan (Part A). 

The   press release should be ‘newsworthy’ and correctly follow the 

formatting   rules for this type of written communication. 

NB: Both assignments should take as their point   in time, the days immediately following the incident/crisis.

 

Learning Outcomes to be assessed (as specified in the validated module   descriptor http://icis.glam.ac.uk): 

LO1: Apply a range of new communication and   research skills to their own further research, learning, and business   contexts

 

Grading Criteria:

The   following questions are those that your lecturers will ask when they mark your   work. Your mark will depend upon the grade bands you receive for each   different question, with an average taken of all the grade bands in order to   decide your final mark.

Q1. Are the 2 items presented appropriately (e.g. in a word document with   appropriate titles, section headers and page layout), and have all areas been   dealt with adequately?

  

Over 70%

Clear     and effective production, layout and content showing considerable care and     attention

 

60-69%

Clear     and effective production, layout and content with some minor     errors/omissions

 

50-59%

Largely     clear production, layout and content, but with errors/omissions

 

40-49%

Some     clear production, layout and content, but with significant errors/omissions

 

30-39%

Error/omission-strewn     production, layout and content.

 

Under 30%

Production,     layout and content that does not conform to standards and rules.

Q2. Does the communication plan apply   relevant communication theory and concepts? 

  

Over 70%

Excellent     use is made of relevant communication theories and concepts are utilised in     the communication plan.

 

60-69%

Very     good use is made of relevant communication theories and concepts are     utilised in the communication plan.

 

50-59%

Good     use is made of relevant communication theories and concepts are utilised in     the communication plan. 

 

40-49%

Limited     use of relevant communication theory and concepts.

 

30-39%

Very     limited use of relevant communication theory and concepts. 

 

Under 30%

No     reference to relevant communication theory and concepts.

Q3. Does the press release follow the rules for writing press releases? 

  

Over 70%

It     follows all the rules and introduces elements of creativity and/or insight     which make it more engaging and satisfying.

 

60-69%

It     follows all the rules exactly 

 

50-59%

It     mostly follows the rules

 

40-49%

It     follows only some of the rules

 

30-39%

It     follows very few of the rules

 

Under 30%

It     does not follow any of the rules

Q4. Is the use of English, including   spelling, grammar, punctuation and vocabulary accurate and effective   throughout Assignment 1? 

  

Over 70%

The     use of English, including spelling, grammar, punctuation and vocabulary is     sophisticated and free from error..

 

60-69%

The     use of English, including spelling, grammar, punctuation and vocabulary is     very good throughout the assignment. The writing is almost error-free and     can be clearly understood.

 

50-59%

The     use of English, including spelling, grammar, punctuation and vocabulary is     generally sound overall. The writing has some errors but can be understood.

 

40-49%

The     use of English, including spelling, grammar, punctuation and vocabulary is     patchy; the writing has a number of errors but can be partly understood

 

30-39%

The     use of English, including spelling, grammar, punctuation and vocabulary has     very significant errors and is very difficult to understand

 

Under 30%

The     writing has such serious errors that it cannot be understood.

  

  

Feedback/feed-forward (linked to assessment criteria):

· Areas   where you have done well:

· Feedback from this assessment to help you to   improve future assessments:

· Other comments

 

Mark:

Marker’s   Signature:

Date:

 

Work on this module has been marked,   double marked/moderated in 

line with USW procedures.

 

Provisional   mark only: subject to change and/or confirmation by the Assessment Board

  

  

Part   C: Reflections on Assessment

(to be   completed by student – optional)

 

Use of previous feedback:

In   this assessment, I have taken/took note of the following points in feedback   on previous work:

 

Please indicate which of the following you   feel/felt applies/applied to your submitted work

· A reasonable attempt. I could have developed some of the

sections   further. 

· A good attempt, displaying my understanding   and learning, with 

analysis   in some parts.

· A very good attempt. The work demonstrates my clear 

understanding   of the learning supported by relevant literature and scholarly work with good   analysis and evaluation.

· An excellent attempt, with clear application   of literature and

scholarly   work, demonstrating significant   analysis and evaluation. 

 

What I found most difficult about this assessment:

 

The areas where I would value/would have   valued feedback:

    

[1] University Academic Integrity Regulations

[2] Information on exclusions to this rule is available from Campus Advice Shops