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Students, Advanced Business Communication, California State University, Fullerton Instructor, Advanced Business Communication, California State University, Fullerton January 24, 2009 How to Structure a Communication Strategy Memo

This memo recommends a format for you to follow in developing a communication plan in response to a specific event or circumstance facing a company or organization. Its objective is to help you structure your communication strategy memo so that readers find it easy to read and comprehend. Such a plan requires you to briefly summarize the details of the event/circumstance; discuss their implications, importance, or probable outcome; and provide a specific list of actions taken and actions recommended. Background In this portion of the memo, you should briefly but completely review the facts of the case. This section might contain historical data, information that is a matter of public record, and/or facts that are relevant to the analysis and recommended communication strategy. Crisp, tightly expressed sentences set apart from the main paragraph by bullet points are often useful in highlighting factual information. This section should not include assumptions, suppositions, or speculative information. Nor should it include gratuitous references in the first person singular, such as I think. . ., In my opinion. . . Or I feel. . . If a specific source is available for each piece of information in this section, you should consider embedding it directly in a sentence (i.e., 2000 Census figures reveal that. . .). Another approach is to list a source in parentheses following the information you provide (i.e., Mead Corporations Stevenson, Alabama mill has an annual production capacity of 400,000 tons of corrugated containerboard *Mead Financial Fact Book, Mead Corp., 2005, p. 5+).

Comment [T1]: Need a brief intro that ends with a clearly stated solvable problem. With a Communication Strategy format, you all can solve larger problems. So instead of taking a bite out of the apple, you can cut the apple in half or even decide to address the whole apple.

Comment [T2]: In case analysis format this is step 2 relevant factual information.

Discussion In this section of the memo, you should expand on the implications of the facts cited above. Explain to the reader what those facts mean and why they matter to the organization and its stakeholders. If the discussion is extended or complex, writers often use separate paragraphs, subheadings, and bullet points to highlight various issues. Audience Analysis might be one such subheading in a communication plan. Your recommended communication tactics must be based on a clear explication of the possible concerns and interests of the companys stakeholders who will be helped or harmed by the events/circumstances and how the firm responds.

Comment [T3]: This is the analysis of the facts you presented above.

CSUF 2 of 2 Communication Strategy Memo

Options might be another useful subheading, if there is some debate about what the best strategy or tactics might be. Clearly explain what criteria you believe should be used to weigh the costs and benefits of the possible options for solving the problem. Think of the discussion section as the basis for the recommendations that follow. Recommendations In this section, lay out each recommendation in specific terms. Where possible, recommendations lead with a verb, are separated from one another with white space, are underlined or printed in boldface type for emphasis, and are numbered. For example: 1. Sign the attached letter of apology to the customer. The letter not only apologizes for the flaw discovered in our shipment of July 1 but offers a 2% discount on the shipment and a full replacement of all defective parts. (Action: President) 2. Forward the defective parts to Quality Control for examination. When the QC report is complete, copies of their findings should be shared with Sales & Marketing, Customer Service, and members of the Senior Management Team. (Action: Customer Service) 3. Contact the retailer who sold the equipment to review return/refund procedures. We must make certain that each retailer handling our products fully understands his/her obligation to accept customer returns and to provide full refunds, if appropriate. (Action: Sales Manager) 4. Follow-up with the customer to make sure she is satisfied with our actions on her behalf. This account is particularly large and, even though each customer is important to this company, some customers are more important than others. Direct, personal contact to assure customer satisfaction, followed by an after-action report for company files is essential. (Action: Customer Service) Other Issues Only include a section on other issues if you find it important to suggest other issues the firm should consider outside the scope of communication or if you want to indicate how the company might measure the success of the above recommendations.
Comment [T4]: You are setting the scene justifying your position for the recommendations. Remember to address the companys short and long term goals and outline descsion criteria.

Comment [T5]: The recommendations are analyzed you note the reasons the recommendation solves the problem based on te decision criteria presented on the discussion area. Comment [T6]: The action area tells who in the company will complete the action either a person or a department.

Comment [T7]: If you chose to address half the apple, this section may address what your analysis did not cover and or address measures for success.

Adapted from: James S. ORourke, Management Communication: A Case-Analysis Approach