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日期：2022-08-24 11:28

MGTS7610 Business Writing Portfolio Assignment Guide 1

MGTS7610 Management Communication

Assessment task 1: Business writing portfolio

This guide was updated 10/8/22 to clarify some points. These changes have been highlighted in yellow.

Semester 2 2022

Read through these instructions carefully before attempting to begin your paper. Additionally, review them

and the criteria sheet before finalising your work and submitting it to be graded.

In this assessment task, you will create a portfolio of written documents suited to different business

situations, using the techniques learned in Weeks 1-5.

Your portfolio will include a formal letter (max. 1 page), an internal email (max. 1 page), a media release

(max. 1 page), and a Chief Executive Officer (CEO) letter for inclusion in your company’s Corporate

Sustainability Report (CSR) (max. 1 page).

Due date Friday 26 August 2022, 4PM (Brisbane time)

Weighting 40%

Length Maximum 4 pages

Format Formal letter

Email

Media release

CEO letter

Submission Submit online via Turnitin (access via Blackboard)

Return of grade Graded assessment tasks will be returned approximately 3 weeks after

submission, via Turnitin

Learning

Objectives

1. Express your opinions clearly by using words and sentence structures

efficiently.

2. Communicate with colleagues and customers in a polite and effective way.

3. Make a convincing argument by structuring your ideas coherently and

persuasively.

Criteria The full grading criteria (rubric) is available at the end of this document.

1. Overview

You will craft multiple pieces of written communication that aim to respond to a crisis event for a fictitious

company. Details of this event are included below (see “2. Crisis event”).

Create a single word document for submission that includes your responses.

Your final portfolio should contain the following:

1. A letter informing your CEO of the problem.

2. A company-wide email explaining the situation to staff and telling them how they should / should not

communicate with the media, customers, and friends and family.

3. Media release to the public responding to the problem with an apology.

4. A letter from the CEO to be included in this year’s Corporate Social Responsibility (CSR) report.

More detailed instructions are provided below (see “3. Instructions”)

MGTS7610 Business Writing Portfolio Assignment Guide 2

2. Crisis event

All four pieces of communication must address the following situation:

Note: this is a fictional situation.

Last night an exposé on the ABC Four Corners program revealed that the Australian drink company Bevvies

was using greenwashing tactics to create greater market interest in their bottled water products.

The program identified that

? bottled water has a negative impact on ecosystems that is 1,400 times worse than that of tap water,

? Bevvies senior leaders knew about this negative impact, but

? Bevvies tried to cover up this impact by using phrases like ‘natural’, ‘as Mother Nature intended’, and

‘environmentally friendly’ on its packaging, as well as the colour green on their products.

Bevvies was not the only company mentioned on the TV program, but it was the most prominent. The

program announced that the Australian Competition and Consumer Commission was investigating Bevvies

for their misleading advertising.

As the Bevvies Public Relations coordinator, you need to manage this crisis. You must respond quickly, but

clearly.

You know that

Bevvies faces a big challenge, to minimize the damage to its reputation caused by the TV program and

to rebuild trust with customers, shareholders and other stakeholders.

responding with ‘no comment’ is not usually effective in crisis situations.

instead, senior leaders should apologise by: (1) taking explicit responsibility for the company’s actions;

(2) personally stating their regret for the company’s actions; (3) stating how the company will correct its

actions; and (4) promising not to repeat those actions.

other staff members should (1) not speak to the media, unless authorised to do so, and (2) present a

united front (i.e., not contradict the senior leaders), when speaking with customers.

You have developed a communication strategy to help Bevvies respond to the crisis by presenting an

appropriate image to both the media and company stakeholders (staff, customers, shareholders).

This strategy includes four steps:

1. you will write a formal letter to the CEO, explaining the situation and outlining how she should respond in

media interviews.

2. you will prepare an internal email for all staff, to explain the situation and tell them (1) that they should

not communicate with the media, and (2) what they can say if customers (or friends and family) ask them

about the TV show.

3. you will prepare a media release, including a public apology by the CEO, to manage relationships with

the media and general public.

4. you will prepare a letter from the CEO, for inclusion in Bevvies’ annual CSR report (which is due to be

published around six months after the TV program went to air).

MGTS7610 Business Writing Portfolio Assignment Guide 3

3. Instructions

3.1 Letter

You will write a letter to your CEO, using the business letter genre you learned in class. This needs to be a

very formal and accurate message, because legal representatives may review your communication in future.

Key details to include:

Your CEO’s name: Ms Helen Stevens

Summarize the background to this crisis situation:

o The Bevvies CSR Director, Mr Lachlan Barr, learned about the environmental impact of bottled

water in January 2018, after reading an academic research article.

o However, Mr Barr did not believe this article was relevant to Bevvies because (i) the research

took place in another country which has high water pollution, (ii) Bevvies only sells Australian

water, and (iii) Australia is known to have some of the purest water in the world.

o In January 2021, Mr Barr contracted public relations firm Porterman & Sons to design a

marketing campaign for Bevvies. This included redesigning Bevvies’ packaging, to highlight that

they contain only Australian water.

o Mr Barr did not tell Porterman & Sons – or anyone else at Bevvies – about the research article.

o Last night an exposé on national television revealed that Bevvies was using greenwashing

tactics to create greater market interest in their products, despite knowing about the negative

environmental impact of bottled water.

Outline your 4-step communication strategy: letter; email; media release; CEO statement in CSR report.

Politely instruct the CEO to apologise during any media interviews. Her apology should (i) take explicit

responsibility for the company’s actions, (ii) personally state her regret for those actions, (iii) state how

Bevvies will correct its actions, and (iv) promise not to repeat those actions.

Politely recommend that Bevvies should

o immediately appoint a new CSR Director

o contract Dr Cle-Anne Gabriel (a sustainability consultant) to run educational workshops with all

Bevvies staff (include a brochure from Dr Gabriel’s consulting firm with your letter); and

o hire Porterman & Sons to redesign their marketing campaign and Bevvies’ packaging.

Remember the structure of a formal business letter:

1. Letterhead (you don’t

need to include this in

your assessment)

2. Recipient details

3. Date

4. Subject line

5. Greeting

6. Background

7. Detail

8. Action

9. Goodwill

10. Sign off

11. Signature

12. Sender details

13. Any other details (e.g.

enclosures)

Please note you may create your own fictional details where needed and/or relevant.

Additional note: there may be some variations between sources about the order of the beginning end

ending information, such as the date going before the recipient details. Please ensure you follow either the

above or the guide in Shirley Taylor’s 2012 Model Business Letters, Emails and other Business

Documents.

MGTS7610 Business Writing Portfolio Assignment Guide 4

3.2 Company email

Bevvies staff may be approached by media looking for a story for their news outlets. They might also be

asked about the TV program by customers, friends and family.

It is important to help them know how they should respond in these situations. So, you will send an urgent

email to all staff, copying in the CEO.

Because this email is going to everyone in the company (CEO, middle managers, office workers, factory

workers), you should

provide only enough detail to help staff understand (i) the basic facts of the current situation, and (ii)

what they should (and should not) say, if approached by the media, customers, friends or family.

choose the right tone for delivering bad news.

avoid including any details or using vocabulary that might make the situation worse, if repeated

publicly.

Key details to include:

? a very brief (1-2 sentence) summary of the current situation (i.e., that Bevvies was one of several

companies featured on ABC’s Four Corners show, and what the program was about)

advise staff not to speak to the media, or post on social media, about this issue

refer staff (and customers, friends, and family) to the “Bevvies Responds” webpage, if they have any

questions.

Remember the structure of business emails:

1. In ‘block’ form

o To:

o CC:

o BCC:

o Date:

o Subject line:

1. Greeting

2. Background

3. Detail

4. Action

5. Goodwill

6. Sign off

7. Sender details

NOTES:

You do not need to attach anything to your

email.

However, if you wish to attach something to

your email,

make sure you refer to the attachment

in your email.

you do not need to supply the

attachment for this assessment task.

Please note you may create your own fictional details where needed and/or relevant.

MGTS7610 Business Writing Portfolio Assignment Guide 5

3.3 Media release

In addition to communicating internally, you need to communicate externally to manage (and hopefully limit)

the reputational damage to Bevvies.

You will prepare a media release, to be provided to news outlets. This media release needs to (i) take

responsibility for the company’s actions, and (ii) reduce the impact of the ABC’s 7.30 Report program on your

company’s reputation.

Key details to include:

a brief (1-2 sentence) summary of the current situation (i.e., that Bevvies was one of several companies

featured on ABC’s Four Corners, and what the program was about)

a statement about Bevvies’ corporate values (i.e., Communication. Respect. Integrity. Excellence.

Sustainability.)

an apology quotation from the CEO – you may choose one of these two options, or create your own:

o “We mistakenly thought that, because Australian water is beautifully pure, bottling it had no negative

impact on the environment. But we’ve learned that we were wrong and we’re sorry. We’re committed to

learning from our mistakes, and I promise not to repeat those mistakes.”

o “I’m sorry that ABC’s Four Corners attacked Bevvies publicly, instead of speaking to me before

their program. I would have been happy to explain what happened, and why.”

? a summary of the actions Bevvies is taking to address this situation

o immediately appointing a new CSR Director

o contracting a sustainability consultant to run educational workshops with all Bevvies staff

o redesigning their marketing campaign and Bevvies’ packaging.

Remember the structure of media releases:

1. Date of the release

2. Headline

3. Subheadline (optional)

4. Lead, with the location of the writer

5. Additional information

6. Comment

7. Additional information (optional)

8. Indication that the media release has

ended

9. About (this is sometimes called a

‘boilerplate’)

10. Media contact

Please note you may create your own fictional details where needed and/or relevant.

MGTS7610 Business Writing Portfolio Assignment Guide 6

3.4 CEO letter

The CEO statement is a letter included in the company’s annual report and Corporate Social Responsibility

(CSR) Report. Your CEO has asked you to prepare this letter on their behalf for the CSR report. If they like

what you have written, they will sign it and agree for it to be included in the report.

The CSR report is not due to be published for another few months, by which time the crisis will probably

have ended.

However, crises are always significant events in a company’s year, so it should be mentioned in the CSR

report.

Key details to include:

? a very brief (1 sentence) summary of the crisis situation (i.e., that Bevvies was one of several companies

featured on ABC’s 7.30 Report, and what the program was about)

a statement about Bevvies’ corporate values (i.e., Communication. Respect. Integrity. Excellence.

Sustainability.)

an apology (you may include the CEO’s quotation from your media release, but it should not be

formatted as a quotation, because this letter will be signed by the CEO)

a summary of the actions Bevvies took to address the situation

o immediately appointed a new CSR Director

o contracted a sustainability consultant to run educational workshops with all Bevvies staff

o redesigned their marketing campaign and Bevvies’ packaging.