The communication director at Acme Widget Co. must address three issues brought by the CEO. [1] A new bike model received poor online reviews for unexpected braking that injured a rider, requiring rebranding efforts. [2] Employees are anxious due to rumors instead of reading the informative monthly newsletter. [3] The communication department budget increased to hire three new positions to address current trends. To solve these, the director will: [1] Use mass media like online reviews to explain the fixed braking issue and promote the bike's benefits. [2] Encourage internal newsletter reading through shorter, digital formats to avoid rumors. [3] Hire social media, graphic design, and change management experts to leverage

1. You are the communication director at Acme Widget Co. and oversee a
small team o
You are the communication director at Acme Widget Co. and oversee a small team of direct
reports. The CEO has recently brought three items to your attention that he would like you
to address.Part I: Communication PlanThe first item impacts external communication
strategies. A new bicycle model that was part of a prerelease trial recently received many
poor reviews on a prominent online marketplace website. One of the most-read reviews
was from a customer with a high user following. The review read:“I’m an avid biker, and I
was all for the automatic downhill braking feature on this bike, but ten minutes into my first
ride, the automatic braking kicked in while I was still on a flat stretch and threw me over the
handlebars directly into the road. Thankfully, there was no traffic and I walked away with
just some nasty scrapes and bruises. This could have been a lot worse if I were riding on a
busy road. If you’re riding in any kind of high-traffic area or intend to go faster than 5 mph,
do NOT get this bike!” There was a problem with the prerelease braking sensor, but it was
fixed before it was released to the general public. You need to explain to your team how you
can work together to rebrand the product and use multiple mass-media channels to reach
various audiences to increase sales, despite the poor reviews.The second item impacts
internal communication. It has come to the CEO’s attention that employees aren’t reading
the monthly newsletter, a lengthy but helpful print publication that addresses everything
from birthday shoutouts to organizational announcements. Recently, employees have been
chatting about an upcoming reorganization of staff and getting anxious, but aren’t reading
the newsletter that has accurate information. It is important for employees to read the
publication so they can get accurate information at appropriate times, avoid spreading
misinformation and speculation, and keep everyone informed. You’ll need to create a few
key strategies that can help increase the efficacy of information sharing with
employees.Part II: Hiring RequestThe third item impacts the size of your team. The CEO
informed you that your department has been given a substantial budget increase in order to
hire for three new communication positions that will help the company address current and
emerging trends in the field. While the funds have been allocated for this purpose, you will
need to explain the need for these new roles.DirectionsPart I: Communication PlanUse the
provided Communication Plan Template to address the following, and make sure to support
your responses with course resources:Role of Communication Team: Briefly explain the role
and responsibilities of a communication department within a larger organization.Business

2. Problem Identification: Define each problem the business faces in the Part I Scenario and
the communication theory or theories that most appropriately explain the cause or the
problems.Proposed Communication-based Solutions: Provide an overview of formats,
channels, and strategies that the organization will be implementing to address each
identified problem.External: Identify appropriate media channels, strategies, and tools the
organization will use to remedy the poor review and continue to build brand
awareness.Internal: Identify appropriate media channels, strategies, and tools the
organization will use to improve internal organizational and group
communication.Theory:Explain how communication theory was taken into consideration
when evaluating potential solutions.Describe how the specific changes you are proposing
are supported by communication theory or theories.Part II: Hiring RequestUse the Hiring
Request Form to explain how the three new positions within the communication
department will improve business practices and address current and emerging trends in
the field. Be sure to complete the following:Historical Context: Describe a few key events in
the field of communication and how these events have impacted current business
practices.Trends:Describe current professional and social trends that are impacting the
field of communication, and explain how each is improving or impeding
communications.Describe current technologies that are impacting the field of
communication, and explain how each is improving or impeding communications.Emerging
Careers: Based on what you have learned in the course, identify three new, specific roles in
the communication department.Describe how the three new and emerging career
opportunities have developed based on current trends and technologies.Explain how the
selected emerging careers would add value to the business, and describe how they could
benefit the business.What to SubmitTo complete this project, you must submit the
following:Part I: Communication PlanYou will submit a completed communication plan
using the provided template (found below). Make sure to incorporate instructor feedback
from Milestone Two in addition to completing the last few sections. Use the information in
brackets [ ] to guide your responses for each section, and remove the bracketed guidance
before submitting your finished project.Part II: Hiring RequestYou will submit a completed
Hiring Request Form (found below). You’ll use this form to explain why your department
requires the new positions. Make sure to incorporate instructor feedback from Milestones
One and Two in addition to completing the last few sections.