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    Strategic Communication

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    Saksham Bhagat
    The document provides guidance on strategic communication techniques including storytelling. It discusses key aspects of an effective story such as credibility, being mission-driven, and engaging the audience. The document also provides tips for introducing a story in a business presentation and giving bad news. Specifically, it recommends being honest, stating facts clearly, and not sugarcoating negative information. Finally, the document notes that brand stories should provide a clear plan or solution and not imply the brand uses magic. Stories should be authentic and allow the audience to identify with the character's experience.

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    © All Rights Reserved
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    Strategic Communication

    Uploaded by

    Saksham Bhagat
    31 views4 pages
    The document provides guidance on strategic communication techniques including storytelling. It discusses key aspects of an effective story such as credibility, being mission-driven, and engaging the audience. The document also provides tips for introducing a story in a business presentation and giving bad news. Specifically, it recommends being honest, stating facts clearly, and not sugarcoating negative information. Finally, the document notes that brand stories should provide a clear plan or solution and not imply the brand uses magic. Stories should be authentic and allow the audience to identify with the character's experience.

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    The document provides guidance on strategic communication techniques including storytelling. It discusses key aspects of an effective story such as credibility, being mission-driven, and engaging the audience. The document also provides tips for introducing a story in a business presentation and giving bad news. Specifically, it recommends being honest, stating facts clearly, and not sugarcoating negative information. Finally, the document notes that brand stories should provide a clear plan or solution and not imply the brand uses magic. Stories should be authentic and allow the audience to identify with the character's experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    31 views4 pages

    Strategic Communication

    Uploaded by

    Saksham Bhagat
    The document provides guidance on strategic communication techniques including storytelling. It discusses key aspects of an effective story such as credibility, being mission-driven, and engaging the audience. The document also provides tips for introducing a story in a business presentation and giving bad news. Specifically, it recommends being honest, stating facts clearly, and not sugarcoating negative information. Finally, the document notes that brand stories should provide a clear plan or solution and not imply the brand uses magic. Stories should be authentic and allow the audience to identify with the character's experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Strategic Communication 2

    End Term Examination

    Ans 1.
    (a)
    Stakeholders in the Project -

    1. United States Customs and Border Protection (CBP) 


    2. Fast Retailing Ltd’s subsidiary brand Uniqlo
    3. Xinjiang Production and Construction Corps Involved Cotton Suppliers and
    Subcontractors - Lu Thai Textile Co. Ltd. of Shandong 
    4. Western and Chinese Consumers
    5. Uyghur Muslim population
    6. NGOs - Sustainable Apparel Coalition, Fair Labor Association
    7. Manufacturer - Chenfeng Apparel Co. Ltd. of Jiangsu
    8. Anti-corruption organization Sherpa, Executive Director, Sandra Cossart
    9. Uniqlo’s Chief Financial Officer, Takeshi Okazaki
    10. Uniqlo’s Tokyo Management team

    (b)

    High
    Keep Satisfied Key Players

    -Uniqlo’s Chief Financial Officer -CBP


    P -Customers & Consumers -Anti-Corruption -> Sherpa
    O - Uniqlo’s Tokyo Management team
    W
    E
    R

    Minimal Effort Keep informed

    -Uyghur Muslims -Cotton Suppliers and Subcontractors


    -Western and Chinese Consumers
    -Manufacturers

    INTEREST
    Low
    Low High

    (c)

    Program objective:

    To embrace the fact that the company never supported forced labour by standing its ground.
    The brand has been on the right side for decades, and the motive is to prove innocence with
    proof to the allegations.
    Core message:
    Uniqlo has been promoting the abolition of forced labor within the value chain. It should
    come out from the core message that the brand has been trying the best to not be a part of
    any supply chain that uses forced labor, nor will it indulge in such activities ever that goes
    against humanity.

    Primary message pillars:


    The Brand supports the idea of investigation and will fully cooperate. We will Examine
    supplier relationships and review past years of transactions to ensure that human rights
    were not violated.

    Secondary message pillars:


    We are end-users of the cotton we have received for many years, and have not supported
    any uyghor discrimination in Xinjiang Uighur Autonomous Region. We have helped their
    education system as we have tried to lift it up.

    Proof Points – All lists published by the brand and its parent company

    Call to Action:
    Manage all its stakeholders better and set up a committee

    Ans 2.

    (a)

    Dear Team,

    I hope this email finds you all in excellent health. I want to congratulate all of you for your
    consistent efforts to meet our sales targets each year and for being the cornerstones and the
    foundation of this organization.

    Lifebuoy is a Unilever brand dating from its inception. As we all know, our product is to
    create impact, and we must keep in mind the sustainability commitments we have to achieve
    in the coming years. We win only when society wins, and one way can be to improve the
    health and well-being of 1 billion people worldwide. Proper hand washing is one of the most
    important things we, as a responsible organization, can add as value to prevent and control
    the spread of many diseases. Good hand hygiene reduces the risk of various health-related
    infections.

    It's the beginning of a new quarter. We encourage you to remember the lessons and
    experiences you have learned through your journey with this brand and how you all have
    impacted the lives of 119 million people globally. We hit all our sustainability goals last
    quarter, and you guys did a great job. We will continue to reach out to more people daily and
    impact lives every hour. You have all shown that you are dedicated, hardworking, and a
    great asset to our company.

    Thank you for your patience and commitment to the organization.

    Great work, everyone!

    Sincerely,
    Singh.

    Ans 3.
    (a)
    To engage the audience in a story, the following pointers hold importance:
    Effectiveness:
    1. Is it simple to understand
    2. Memorable
    3. Does it grab the attention
    4. Is it relevant to the audience
    5. Does it show and not tell
    Credibility
    1. It is genuine and believable
    2. How much evidence do we have to support it
    Mission Driven
    1. The story that is being told, how well does it support the core message
    2. Does the story that one is telling align with the goals of the audience
    3. How much impact will the story have in helping in achieving our goals
    4. How well does the story align with our strategy
    5. How well does it align with our vision and mission
    (b)
    To introduce a story in a business presentation, one should:

     Have a narrative structure


     Make the audience the real hero
     Do all this by adding great visuals
     Keep the audience interacting and interested, and don’t shy away from your
    mistakes. Your Failures and struggles will make the story relatable and exciting
     Open the space for possibilities, for the audience to share their ideas, and add the
    element of “What if.”
    (e)
    While digital storytelling shares many characteristics with other forms of narratives, such as
    plays, novels, movies, and news stories, there are essential differences, as well.
    Two techniques you can use in digital storytelling to give your audience an immersive feel
    can be:

     Embedding the business goals with Digital Hypertext


     Video Storytelling: Give an active experience with the possibility of different
    outcomes where the user can co-create the story
    (c)
    You can give bad news by:
     Be clear and state the facts without unnecessary trimming.
     Be honest.
     State facts to your teams.
     Don't make bad news seem less serious than it really is or make it clearer.
    (d)
    If the people in your brand's stories end up getting out of trouble, make sure your audience
    understands how they got there.
    Your brand provides a plan, a solution, to your clients and ideal customers. These are your
    customer stories. But your brand doesn't do magic.
    If you tell authentic stories, if it is possible for your audience to live what your character is
    telling them, they will identify with it and believe it.

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