Read the Spree Cruise Lines case study at the end of Chapter 2 (pages 47–50). Prepare a two – page paper that answers the questions below.
Take the perspective of Tara, the Manager of Corporate Communications who needs to develop a communication strategy based on the information provided in the case, and answer these questions:
1. Summarize the situation and state the main communication issues that have arisen.
2. Conduct an audience analysis. Who are the primary and secondary audiences and what are their concerns?
*Are there other audiences linked to this audience, either as secondary or future audiences?
*What information does the audience already know, and what information do they need or want to have about the situation?
*How does the audience feel at this point, and how would you like them to feel at the conclusion of the situation or after receiving your communication?
3. Plan your communication strategy
*What are the key objectives for your communication strategy? What is the message you want to send to each key audience?
*Who is the best spokesperson to deliver this message, and why? What other people could serve as spokespersons?
*What is the best channel, or medium, to use to communicate with the audience? Also, consider the option of using several channels for these communications.
*How will you motivate and persuade your audience to accept your message?
Here are the requirements for the case study responses:
*Identify the key and underlying issues. This is not a simple listing, but more of an in-depth analysis and how these apply to the concepts and theories you have learned within the course.
*Develop the key facts to support the issues. This is an area that will require some thought with the expectation that you will only list pertinent data
*Discuss the solution to the problem and how to implement this to become more effective. This is an analysis of the problem within the case study. Also, make efforts to support your solutions with references from the textbook, readings, or other sources
*Demonstrate that you understand the topic and data by linking the theories and concepts highlighted in the textbook with your case study response
