The Use of Strategic Communication in Specific Industries

The Use of Strategic Communication in Specific Industries

Due Date: Sunday of Unit 2
Total Points: 100
Overview:
For this assignment you will examine how strategic communication is utilized in different
industries. You will select four (4) industries and examine their key audiences, tactics and
desired results of a strategic communication campaign. Utilize case studies and examples
highlighted in the news media as well. Some of the types of industries that you may consider
(but are not limited to) include:
 Financial services and insurance companies
 The military
 Federal, state and local government
 Hospitals and health care agencies
 Colleges and universities
 Professional sports franchises and leagues
 Small and large corporations
 Retailers
Additionally, you will select a local, national or international organization, corporation or
business that will serve as your communication model throughout the semester. Upon approval
from the course instructor, you will develop an extensive strategic communication outline and
plan for this organization. The numerous components of this plan will be developed and
presented throughout the semester. It also is recommended that you contact the
communication representative (where applicable) at your organization so that they may provide
additional insight and resources for your project. You also are assigned to research and
develop a SWOT Analysis for your organization which will help serve as your communication
blueprint for the semester.
Instructions:
After you have selected your four (4) industries to review, examine how the components of
strategic communication–including public relations, advertising and marketing—are utilized with
these industries.
 Who are the key audiences and stakeholders of each industry?
 What are the similarities and differences in these audiences?
 What are the desired results associated with the strategic communication campaigns of
these industries?
 Select a local, national or international business or organization that will serve as your
strategic communication model for the strategic communication initiatives that you will
develop this semester.
COM250 – Introduction to Strategic Communication
Unit 2 Assignment: The Use of Strategic Communication in Specific Industries

 State the reasons for selecting this organization including your interest and why this
serves as an ideal strategic communication project.
 What is a SWOT Analysis and why is this important when developing a strategic
communication plan?
 Develop and present a SWOT Analysis for your organization.
Requirements:
 Please read the assignment instructions and rubric carefully before working.
 Use full sentences and appropriate academic language in all work.
 Use Microsoft Word to complete the assignment.
 Please use AP Style in your writing.
 Please follow standard guidelines (proper margins, double-spaced, Times New Roman
font, 12-point font).
 Use APA citation format and include a reference/work cited page when necessary.
 Include a cover page that includes your full name, the course and date.
 Assignment should be five (5) pages maximum including cover page.
 Label cover page of all assignments with your full name, course title, and date.
Be sure to read the criteria, by which your paper/project will be evaluated,
before you write, and again after you write.
Evaluation Rubric for Unit 2 Strategic Communication in Specific Industries
Assignment
CRITERIA Deficient Proficient Exemplary
(0 – 15 Points) (16 – 22 Points) (23 – 25 Points)
Examine and
Describe how
Strategic
Communication is
Utilized in four (4)
Different
Industries
Does not adequately
describe how strategic
communication is
utilized in four (4)
different industries.
Describes how
strategic
communication is
utilized in four (4)
different industries but
lacks extensive detail
and omits specific
examples and case
studies.
Clearly describes how
strategic
communication is
utilized in four (4)
different industries and
provides extensive
detail, and cites specific
examples and case
studies.
Select a Local,
National or
International
Organization that
will Serve as a
Communication
Model for Projects
Throughout the
Semester
Did not select an
appropriate local,
national or international
organization to serve
as a strategic
communication model
for projects throughout
the semester.
Selected an
appropriate
organization to serve
as a strategic
communication model
for the semester but did
not include additional
details or information
on why this
organization was
selected.
Selected an appropriate
organization to serve as
a strategic
communication model
for the semester and
included extensive
details on why this
organization was
selected.
(0 – 15 Points) (16 – 27 Points) (28 – 30 Points)
What is a SWOT
Analysis?
Develop a SWOT
Analysis for your
Selected
Communication
Subject
Does not effectively
describe what a SWOT
Analysis is and fails to
develop a SWOT
Analysis for the
selected
Communication
subject.
Describes what a
SWOT Analysis is and
develops a SWOT
Analysis for the
selected
Communication
Subject, but additional
details and the
importance of a SWOT
Analysis are omitted.
Accurately describes
what a SWOT Analysis
is and develops a very
detailed SWOT
Analysis for the
selected
Communication subject.
Demonstrating the
importance of a SWOT
Analysis also is
included.
(0 – 4 Points) (5 – 8 Points) (9 – 10 Points)
Associated Press
(AP) Writing Style
and APA Format
Does not meet APA
format. Missing cover
page and/or reference
page (as needed). AP
Style is not used.
Some APA formatting.
Includes cover page
and/or reference page
(as needed). AP Style
is used but with
errors.
Meets APA format.
Includes cover page
and/or reference page
(as needed). AP Style
Is used without errors.
Spelling,
Grammar
and Organization
Several
grammar and
spelling errors found;
improper tone/tense.
Assignment length
wasn’t met.
Few
grammar and
spelling errors found;
or some tone/tense
issues. Assignment
length was met.
No grammar
and spelling errors
found; exemplary use
of academic
tone/tense.
Assignment length was
met.