Questions
Read Case 4-1 (“JetBlue Airways: Regaining Attitude”) in Corporate Communication and respond to the following:
Clearly and concisely identify what was the most significant business problem JetBlue faced and support your claim.
Assess and identify the critical constituency issues.
Articulate what you believe are the three most desirable outcomes.
Discuss at least three communications best practices implemented by JetBlue.
The objective of the assignment is to write a professional statement of your ethics in the workplace. Frame your statement for the work context. Who are you as an employee? If an employer were to hire you, what would he or she get as a professional person? The results of the OWEI should help you answer these questions. Your statement should be a well-written, coherent paragraph summarizing your personal ethics for the professional world. It may be written from the first-person point of view.
William Ford Jr., Chairman of Ford Motor Co. said, “A good company delivers excellent products and services, and a great company does all that and strives to make the world a better place.”
Supported by evidence from your textbook, the “Starbucks” case study, and other research, describe two forces that you believe shape the relationship between business and society. Provide two examples, one for each force you select. Be specific in your answer and discuss strengths and weaknesses via examples and applications. Be certain to cite in APA format all sources used.
Visit at least two different companies’ website and read about how each company explicates the working environment and its expectations of employees. In your discussion post, reference the websites you analyzed. Examples of companies include, Kraft Foods, Apple, CVS Caremark, Johnson & Johnson, and Target. Identify what your selected companies do to establish a positive working environment and committed employees. Be specific in identifying behaviors, programs, or initiatives. (Note: If a company website does not provide enough information, select another company.)
Read Case 8-1 (“Steelcase, Inc.”) in Corporate Communication and respond to the following questions.
Where should Grueber report and why?
What resources should Grueber ask for? What are the biggest challenges for IR?
How would you position the function to handle those challenges? How do you see these issues relating to empowerment?
What changes would you have made to strengthen empowerment and hence strengthen (possibly) Steelcase, Inc.?
Read Case 10-1 (“Coca-Cola India”) in Corporate Communication and respond to the following questions.
What are the key problems that Gupta should focus on in the short term and in the long term?
What is your recommendation for Coke’s communication strategy?
Who are the key constituents? Could Coke India have avoided this crisis?
