Chapter 14 – Leadership Through Effective External Relations
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Chapter 14 – Leadership Through Effective External Relations
Teaching Notes
In this chapter, student will learn to do the following:
• Develop an external relations strategy.
The applications for this chapter require students to apply what they have learned about
communication strategy and audience analysis to external audiences. First, they will revisit
the Spree case with the challenge of communicating to customers and then writing a press
release. The instructions for writing a press release are included with the applications since
they are not covered in the chapter. Most managers working at higher levels in an
organization will probably not have to write their own press releases; however, it is a
popular assignment in many upper level managerial and corporate communication classes
since it does provide an opportunity for students to demonstrate the ability to think carefully
about the messages they might send to external stakeholders. The instructor will probably
want to emphasize the content more than the format in Application 14.2. Finally, the
Application 14.1: Case Study – Communication with Customers
After A Crisis
The Case: Spree Cruise Lines Revisited
Students have an opportunity to write a letter to the customers who were on the Spree
cruise, whether they disembarked at Cozumel or stayed aboard. The purpose of the letter
is to apologize, rebuild credibility and trust with customers, and retain their patronage for
future cruises.
Chapter 14 – Leadership Through Effective External Relations
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Approaches to Teaching
Example Response to Assignment
See Sample Letter below.
Dear Spree Guest:
On behalf of Spree Cruise Lines, I sincerely apologize for the itinerary changes stemming
from mechanical difficulties on your 5-day cruise that departed New Orleans on ____.
We know the cruise did not meet your expectations, and we would like to extend you a
special offer to encourage you to sail with us again.
Chapter 14 – Leadership Through Effective External Relations
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Application 14.2: Writing a Press Release
The Case: Spree Cruise Lines Revisited, Again
As students approach the assignment to write a press release, they have the opportunity to
consider both content and organizational style.
Approaches to Teaching
You may elect to assign this independently or discuss the situation as a class before students
begin to write. The students may want to discuss content: how much information about the
vibrations and the damage to buildings should be in the release? We recommend mentioning
Spree Cruise Lines Announces Plentitude to Serve New Orleans Market
As Sensation Receives Multi-Million Refurbishment
Or,
Example Response to the Assignment
See Sample Release below.
Chapter 14 – Leadership Through Effective External Relations
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PRESS RELEASE
Spree Cruise Lines
6700 Main Street
New Orleans, Louisiana 70112
Spree Cruise Lines Announces Multi-Million Refurbishment of Sensation;
Sister Ship Plentitude to Serve New Orleans Market
While the Sensation is in dry dock, the Plentitude will serve the New Orleans market.
The Plentitude has recently completed an extensive upgrade, and guests will be
impressed by its spacious rooms, sophisticated entertainment stages, and its fast, quiet,
25-knot cruising speed.
Come Sail with Spree
Chapter 14 – Leadership Through Effective External Relations
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Application 14.3: Developing External Communication Strategy
The Case: HADWIT Revisited
As HADWIT (see Chapter 13) commits to broad internal changes designed to strengthen
the company and reduce its cost structure, the CEO will need to manage the impact of the
changes on external audiences. Application 14.3 allows an opportunity for students to
Approaches to Teaching
As in earlier chapters, the instructor can have students work to develop the strategy in
teams or independently. We recommend that students write the letter working on their
own; they may then compare their work or use peer review to develop a final draft for
distribution to the external audiences.
As before, the instructor might want to begin by discussing some shared assumptions
about HADWIT’s actions: Although they have decided to close their Singapore and
Two sections of the communication strategy warrant some additional discussion here.
• Students might want to consider what, if any, other ideas belong in messages to
external audiences. For example, do the clients need to know that HADWIT
reduced contributions to dental plans, cancelled bonuses, and eliminated vacations?
Chapter 14 – Leadership Through Effective External Relations
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Example Responses to the Assignment
See the table, Example 14.3 Strategy below, for an outline of the key content you might
want to look for in students’ strategies in addressing external audiences.
Communication Strategy – Key analysis for external audiences in the HADWIT case
Audience
Medium
Purpose
Message
Spokesperson
Timing
Measure of Success
them with the level of
service they are used to.
Note: Most will probably
want HADWIT to stay in
business to serve them,
especially if we assume that
HADWIT has some
proprietary services that
customers cannot get
elsewhere.
and closing Singapore
and Aberdeen.
• We will still make
personnel available to
you on site at existing
per diem rates.
• We value you as
customers and look
forward to offering
arrangements.)
Singapore and
press release
the new equipment)
we have new services
with follow up as
employees and
spin the news as negative
Aberdeen
may be useful
Local press will want to
know information about
how many are being laid off
in office closures. Students
should also be sensitive to
cultural context in
international
communications.
Energy media will be
accustomed to office
closures in this market, but
may be interested in new
technology and services
offered by the new software
Aberdeen
contact. The
group also
depends on
only a small
number of
off, it might
coordinate
fairly and comply with all
audiences are
before actual
office closures
for closing offices
available, we are
consolidating offices to
offer more cost effective
services to customers, and
the changes should be
transparent because of the
new data capabilities.
needed by Team
Leaders in
country
as letters are
sent out to
customers.
or positive?
Chapter 14 – Leadership Through Effective External Relations
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January 10, 2013
Mr. Jim Lock
Dear Jim:
Deepfield has been a valued HADWIT customer since our inception. We have always
enjoyed working with your team to interpret your 3-D seismic, and I believe that working
together we have developed a successful exploration track record. I’m writing today to
tell you about some new equipment we have acquired and some changes we will be
making here at HADWIT to ensure that we continue to provide you with the most
accurate and cost-effective 3-D seismic data analysis services.
Chapter 14 – Leadership Through Effective External Relations
HADWIT Letter (continued)
Our mission has always been to offer our customers the services they want, when and
where they want them. I assure you that should Deepfield still require personnel on site
at one of your global offices, we will make our people available at our regular per diem
rates, as we have for the past eleven years.