NYU Stern School of Business

Undergraduate College

C40.0065.003: ORGANIZATIONAL COMM & ITS SOCIAL CONTEXT

Spring 2011

Instructor Details

Professor Susan Stehlik

sstehlik@stern.nyu.edu

TBA

KMC 3-106

 

Ifeanyi Aguoji

ifeanyi.aguoji@stern.nyu.edu

by appointment

TBA

 

Course Meetings

MW, 3:30pm to 4:45pm

Tisch T-UC19


Final Exam:

Schedule exceptions
    Class will not meet on: Monday, Feb. 21, Holiday;  Spring Break, March 12-20
    Class will meet on:

 

Course Description and Learning Goals

Course objectives: why are you here?

Effective communicators take the lead in the workplace, and much of your future success in business depends on your ability to manage communication effectively. In this course, you’ll build on your existing knowledge and learn new methods and techniques for reaching business audiences. As part of the Social Impact of Business Core, this course will provide the theoretical fundamentals in communication, apply communication strategy to oral and written business assignments, and focus on how organizations communicate to their varied internal and external stakeholders.

Course basics: Teams, Blackboard and Key Requirements

Just as in the business world, a significant part of this course is based on teamwork and team assignments. You’ll be assigned to teams early in the course, and we’ll discuss the rights and responsibilities of the teams in class. Each team will need to meet on average once a week outside of class, either in person or virtually. In addition, this course requires two team meetings with the professor and/or the teaching fellow. Details will be explained in class.

 

Course materials will be managed by Blackboard.
PowerPoint lectures, handouts, links and other materials will be posted to Blackboard. You’ll be directed to post assignments to specific Blackboard locations, unless paper versions are needed for class work.

 

To do well in this course, you need to:

 

•       Complete all individual and team assignments on time, both graded and ungraded

•       Follow the specific assignment requirements in this course outline

•       Participate in class discussions

•       Contribute to team assignments

 

Participation guidelines

Participation and professionalism are key factors in this course; this includes: being prepared for class discussions, being on time for class, and attending class. The course involves many in-class activities, which can’t be made up. Be prepared to discuss assigned readings. Participating in your team is also required, and poor team participation will result in lower grades. Participation includes timely posting to Blackboard when required. Late assignments, lack of preparation for class discussion or presentations, or more than two absences during the semester will result in a lower grade. As in any professional situation, explain any absence to the professor and teaching fellow in advance or as quickly as possible; an email is appropriate.

 

Laptops are permitted for class use only under specific circumstances.

Issues:Many students like to have a hard copy of slide decks for note taking during class.  Many students have also told me they are environmentally conscious and care about the waste of paper.  Solution: I will bring in printed copies of notes when they are necessary for a class activity, BUT, I will not copy my slide decks and distribute them.  They will be accessible to you on Blackboard before class if you wish to review them, or take notes during class on your laptop.
 

Cell phones must be turned off during class time.

 

Presentation assignment guidelines

Specific instructions will be given for each presentation, explaining:

•       what type of visual support, if any, is appropriate;

•       when presentations are due; and,

•       how to prepare for the presentation.

 

By reading the assignment carefully, you should have a clear sense of how to approach it. Severalgraded presentations will be  reviewed with the TF or professor.  Some will be self-evaluated, using supplied forms on Blackboard. Reviews are due within a week of the presentation.

 

 

 

Document guidelines

How your documents are prepared and delivered is very important. Follow these guidelines explicitly:

 

1.     All documents (memos, reports, proposals, emails, etc.) must be in the designated format specified for the assignment. You will see detailed descriptions for all assignments in this course outline.  I will provide additional instructions, as necessary.

 

2.     Most documents and visual aids will be “turned in” by posting to Blackboard. All document assignments must be in a font size of at least 11 points with margins between .8 and 1”.    We will use TurnItIn for all written assignments except storyboards, planners and slide decks.

 

3.     Business documents assigned for this course should follow business style (single-spaced, no indented paragraphs, double-spacing only between paragraphs,etc.) rather than standard academic style(double-spaced with indented paragraphs.) Check the business format used in the introduction memo, in the textbook (Appendix section) and online. If you are still unsure, ask fellow students, your TF or Professor.

 

4.     IMPORTANT: When you submit any assignment or attachment, always start with your last name as part of the filename!(For example, Shah_Group3_Assign1.doc). This requires taking an extra step in submitting the assignment, but will make your professor’s life easier.

 

Any assignment posted after the deadline will be considered late, and in some cases may carry a penalty to the grade. Written assignments will be returned with comments as promptly as possible.

 

 

Additional Help

Contact the professor and/or TF via email and make appointments to meet with us. We are available and willing to help you succeed.

 

For additional help, try the Internet resources listed below. You will find more of these helpful links as “External Links” on the Blackboard site.

 

<http://grammar.ccc.commnet.edu/grammar/> – Guide to Grammar and Writing (explanations, examples, quizzes, FAQs; excellent online assistance)

 

http://library.nyu.edu/vbl/   NYU Virtual Business Library

 

www.businessweek.com – Offers additional information to add to what’s in the weekly magazine

 

Required Course Materials

1.  Organizational Communication and Its Social Context - Custom edition available online via the instructions below.

A. Go to http://create.mcgraw-hill.com/shop/
B. Enter ISBN: 9781121009622 or Title: Organizational Communication and its Social Context
C. Add the book to your cart and pay using a credit card

2. Guide to Presentations - Russell, Lynn and Munter, Mary.  Pearson, 3rd edition, 2010; Available in NYU bookstore.

3. A Plain English Handbook: How to create clear SEC disclosure documents. Office of Investor Education and Assistance. (1998). Washington, DC: U.S. Securities and Exchange Commission. Available free online at <www.sec.gov/news/extra/handbook.htm>. Also found on Blackboard/External Links.

 

Grading

At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter.  In general, students in undergraduate core courses can expect a grading distribution where: 

Note that while the School uses these ranges as a guide, the actual distribution for this course and your own grade will depend upon how well you actually perform in this course.

 

Re-Grading

The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.

 

Professional Responsibilities For This Course

Course basics: teams, readings, Blackboard

Reflecting the use of teams in the business world, a significant part of this course is based on teamwork and team assignments. You’ll be assigned to teams early in the course, and we’ll discuss the rights and responsibilities of the teams in class. Each team will need to meet on average once a week outside of class. In addition, this course requires two team meetings with the professor and/or the teaching fellow. Details will be explained in class.

Course materials will be managed by Blackboard. PowerPoint lectures, handouts, etc. that are available in electronic form will be posted to Blackboard. You’ll be directed to post assignments to specific Blackboard locations, unless paper versions are needed for classwork.

To do well in this course, you need to:

Participation guidelines:

Participation is a key factor in this course – which includes being prepared for class discussions, being on time for class, and attending class regularly. The course involves many in-class activities, which can’t be made up. Be prepared to discuss assigned readings. Participating in your team is also required, and poor team participation will result in lower grades. Participation also includes timely posting to Blackboard where required. Late assignments, lack of preparation for class discussion or presentations, or more than two absences during the semester will result in a lower grade. As in any professional situation, explain any absence to me in advance or as quickly as possible; an email is appropriate.

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

Plagiarism

Representing the ideas of others as your own is plagiarism, whether accidental or by design. Do not plagiarize. A few helpful links: “How to Avoid Plagiarism” from Northwestern University <http://www.northwestern.edu/uacc/plagiar.html> and “What is Plagiarism?” from Indiana University <http://www.indiana.edu/~college/plagiarism/index.shtml>.

There are numerous role-playing assignments in this class. Yet while you may assume the role of a corporate player, you may not assume their words, blogs, or web site ideas as your own. All references need to be cited or explained. Please ask if you need more clarification.

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

Assessment Components

Calendar of assignments and due dates

To track your grade throughout the semester, use the column (grade) to the right of the column with the available points per assignment.

Assignment

Due

Points

Grade

Pre-work: Complete Student Information sheet.

Sun. Jan. 23

participation

 

1.   SEC document analysis for AIM 

Sun. Jan. 30

2 individual

 

2.   Appreciative Inquiry – best team experience

Fri. Feb. 2

participation

 

3.   Analyze stakeholder document

Wed. Feb. 9

3 team

 

4a.   Team presentation 1/ benchmark:  NYU 2031

    

Mon.or Wed.

Feb. 14 or 16

5 team

 

4b.  Review team benchmark with the professor

(send email or bring agenda items)

Before Feb. 23

2 individual

 

5.      Response to another team’s benchmark

Drafts due in class both Feb. 23 & 28;

Final due: Mar. 2

Drafts count for participation

 

8 individual

 

6.     CEO letter analysis

Mon. Mar. 7

4 team

 

7.     Team presentation 2:
company profile

 

Wed. Mar. 9

6 total:

   3 team

   3 individual

 

8.     Threaded discussion or record of live chat meeting with team on Issues; email update on issues to professor and TF

Mon. Mar. 28

5 individual

 

 

9.     Team presentation 3: 
Strategic issue response

 

Mon. or Wed.

 Apr. 4 or 6

20 total:

   10 team

   10 individual

 

10a. Coaching session for final

 

participation

 

10b.  Team presentation 4: final

Apr. 27, May 2 or May 4

25 total:

   15 team

   10 individual

 

11.  Final individual document

Wed. May 11

10 individual

 

12.  Participation: a combination of in-class exercises, activities, discussions, quizzes, engagement, impromptus and attendance

 

10 individual

 

TOTAL

 

100 points

 

Individual grades - worth 60 points, and

 

Course Outline

Assignment guidelines:

Presentations--Specific instructions will be given for each presentation, explaining what type of visual support, if any, is appropriate; when presentations are due; and how to prepare for the presentation. By reading the assignment carefully, you should have a clear sense of how to approach it. All graded presentations must be either 1) reviewed with the TF or professor or, 2) self-evaluated, using supplied forms on Blackboard. Reviews are due within a week of the presentation.

Documents--How your documents are prepared and delivered is very important. Follow these guidelines explicitly:

  1. All assignments must be submitted in a format that is compatible with MSWord. You are responsible for submitting all work in a format that can be read and evaluated.
  2. Most documents and visual aids will be submitted by posting to the Assignments area of Blackboard. Please note the due date and time for the assignment; late submissions will result in a reduced grade.
  3. Business documents assigned for this course should follow standard business style (single-spaced, no indented paragraphs, double-spacing only between paragraphs etc.) rather than standard academic style (double spaced with indented paragraphs.) Please use a minimum of 10 point font size.
  4. When you submit an assignment or an attachment, always include your first and last name (as well as your team number when appropriate) in the file name (Example: MarlonSalazarTeam2Assignment 3.doc) Please include your name as an identifying footer on each page of the document.

Written assignments will be returned as promptly as possible with comments.

Organizational Communication  /  Professor Stehlik  /  Spring 2011

 

Week/Date/Class                 Class Topic/Activity                        Reading Assignments Due                       Writing/Speaking Assignments

Discussion Questions to prepare for

 class participation

Pre-work

 

 

Pre-work:

Preview: Course outline

and Blackboard (BB) site;

Preview: 

World Bank Organizational Communication overview;

http://siteresources.worldbank.org/EXTGOVACC/Resources/OrganizationalCommweb.pdf

(*Copy and paste to locate – not a hot link; or find on BB in Course Documents)

 

Pre-work

Complete Student Information

 

Submit to BB by Sun. Jan. 23, 8 pm.

WEEK 1:                 

Class 1

 

Mon, Jan 24

Introduction to the course and organizational communication;

course expectations, assignments, NYU 2031

·       World Bank organizational communication overview

 

Discussion questions:

·       What is organizational communication?

·       Who does NYU communicate with?

 

Class 2

 

Weds, Jan 26

Introduction to communication theory, models and strategy

 

Review Assign. #1.

 

·       SEC Plain English handbook:

preface by Warren Buffet; Introduction by ex-SEC Chair, Arthur Levine

 

·       Assign. #1 description

Discussion questions:

·       How does World Bank describe it?

·       How will it relate to this course?

·       How do organizations communicate?

·       Compare and contrast application of older models to current business environment.

Sun Jan 30

 

 

Assignment 1;

Submit to Blackboard Assignments

WEEK 2:

 

Class 3

 

Mon Jan 31

 

Introduction to:

·       Stakeholder Communication

·       NYU 2031case and NYU stakeholder audiences;

·       Assign Teams  & Stakeholders for Assign. #4

·       Review Assign.  #2, #3 & #4

·       OC Text, Ch. 1

·       Online NYU 2031 articles on Bb

·       Assign. #2, #3 & #4

Discussion questions:

·       What do various stakeholders think about the NYU 2031 plan?

·       What is your opinion of the plan?

·        

·       What makes teamwork difficult?

 

 

Class 4

Weds Feb 2

Managing Teams

Organization of Data

Introduce Google tools for virtual team collaboration

 

·       GP, Ch. 6

21st Century Teamwork;

http://kn.theiet.org/magazine/issues/0918/21st-c-teamwork-0918.cfm

 

Assign. #2:Submit to team page, document exchange

·       Bring to class a short document that was written or produced by your stakeholder group; submit on Bb group page as document exchange

 

WEEK 3:

 

Class 5

Mon Feb 7

 

How to use Assign. #3  to build a response for

Assign.  #4 -Team Benchmark

 

In class Working Session on Stakeholder Analysis

Gathering Information on Stakeholders

 

 

 

Bring Laptops to class

Discussion Questions:

·       What channels of communication are preferred by different stakeholder groups and why?

·       What are some other organizational tools that can make teamwork easier?

 

 

Class 6

 

Weds Feb 9

Team Delivery  Techniques

Storyboards/Planners

Structuring a Presentation

 

Review Assign. #4 requirements, grade rubric and follow-up with Assign. #5

 

Recommended reading:

GP, Ch. 1, 2, & 3 on delivery

 

Assign. #4 grading rubric

Assign. #5 description

Assign. 3

Delivery techniques that emphasize team cohesion.

 

Introduce your team to the class

 

 

WEEK 4:

 

Class 7

Mon Feb 14

Team Benchmark Presentation (4 teams present)

 

Review Assign. #5

 

 

 

Assign. #4:Presentation: Team benchmark presentation on NYU 2031

Confirm Appointment for Video Review

Class 8

Weds Feb 16

 

Complete Team Benchmark Presentation on NYU

 (4 teams present) 

 

Debrief Benchmark Presentations;

Introduction to business writing; How to gather information for Assign. #5 darft

 

·        

Assign. #4:Presentation: Team benchmark presentation on NYU 2031

Confirm Appointment for Video Review

 

Discussion Questions:

What was memorable in Team Presentations?  Why?

How is business writing similar to business speaking?

Fri Feb. 18

 

 

Prepare first draft  of Assign. #5

Submit to BB

 

WEEK 5:

Mon Feb 21

No class

 

 

 

Class 9

Weds Feb 23

 

 

Business writing strategies: intent, structure, organization, business document format

 

·       GP, Ch 4 on structure and content;

·       SEC handbook chs 1, 3, 5

 

Bring first draft of Assign. #5 to class

Bring laptop to class

WEEK 6:

 

 

Class 10

Mon Feb 28

 

 

Business writing strategies:

Using Plain English

Revising and editing

 


SEC, chs. 6,7,8

OC text, Ch. 9 (Appendix II; pp 167-173)

Revise Assign. #5 in class;

bring laptops

Class 11

 

Weds Mar. 2

Company Assignments

Business Research Techniques

 

Researching and understanding a company for company profile presentation

Delegating and Sharing team research for maximum efficiency

 

Review Assign. #6 & #7

 

·       How to Research a Company

http://www.jobweb.org/studentarticles.aspx?id=1869&terms=research+companies

(*Copy and paste to locate – not a hot link)

·       Assign. #6 & #7 descriptions.

 

Assign. #5: Submit to BB

In class research activity; bring at least 1 laptop / team; begin working on part 1 of research form

 

Discussion Questions:

·       What is important information to frame a company in its industry?

·       What factors determine what is reliable information about a company?

 

 

WEEK 7:

 

Class 12

Mon. Mar. 7

 

 

Intro to Visual Aids

Prepare for Team Presentations

Working Session in Class

 

·       GP, Chapters 1, 2, 3

·       GP, Ch. 5 on visual aids

·       review Ch. 6 on delivery

·       Rethinking Presentation Design http://real-timeupdates.com/it/uploads/pdf/62740.pdf

(*Copy and paste to locate – not a hot link)

 

Assign. #6: to BB

Discussion Questions:

·       What language contributes to a strong opening and closing?

·       How is your logic reflected in the order of a presentation?

·       What words will contribute to transitions and strengthening your intent?

 

Class 13

 

Weds March 9

Team Presentations: Company Profile

 

Assign. #7:Team presentationCompleted storyboard planners

-       Slide deck

 

WEEK 8:   Spring  Break

WEEK 9:

 

Class 14

Mon March 21

Strategic Corporate Communication

Identifying Issues

 

Review Assign. #8 & #9

·       OC text: Ch. 4

Document Title:The Strategic Communication Imperative

Author: Argenti
MIT Sloan Management Review. Cambridge: Spring 2005. Vol. 46, Iss. 3; p. 83

 

http://ezproxy.library.nyu.edu:2082/pqdweb?index=0&did=821058971&SrchMode=2&sid=1&Fmt=6&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1283343597&clientId=9269

Assign. #8 & #9

 

Discussion Questions:

 

 

 

Assignment 8, part 1
Begin Threaded Discussion about issues that affect your company. First post due to BB Team Discussion Board by Wed. Mar. 23

 

Class 15

Weds March 23

 

 

Strategic Corporate Communication:

Managing Issues

 

·       OC Text Ch. 2 and 5;

 

Reputation and Its Risks

HBR Articles, Robert G. Eccles, Scott C. Newquist, Roland Schatz, Vol. 85 Issue 2, Feb 01, 2007

http://ezproxy.library.nyu.edu:9216/login.aspx?direct=true&db=buh&AN=23691177&site=ehost-live

 

·       OC text: Ch. 5

 

Assignment 8, part 1 (continue)

 

Discussion Questions:

 

 

Sat.

March 26

 

 

Assign. 8, part 2

Email to Prof. and TF final issue/s affecting the firm that will be used for Team Presentation; submit to Bb

 

WEEK 10:

 

Class 16

Mon March 28

Strategic Communication and Persuasion

 

 

 

 

TBA on persuasion

Discussion Questions:

 

 

 

Class 17

Weds March 30

 

Team Presentation Planning

 

 

 

Teams will work on upcoming presentation

WEEK 11:

Mon April 4

Class 18

Team Presentation: Issues Facing the Firm

 

Assignment 9

4 team presentations

Class 19

 

Weds April 6

Team Presentation: Issues Facing the Firm

 

Assignment 9

4 team presentations

WEEK 12:

 

Class 20

 

Mon April 11

 

Team Dynamics and Team Performance; planning final presentation and document

 

Review Assign. 10 & 11

Reading TBA

 

Assign. 10 & 11 descriptions

Teams will conduct a peer assessment in class.

Discussion Questions:

 

 

Class 21

 

Weds April 13

Strategic Corporate Communication

Defining and communicating CSR, corporate citizenship and sustainability

·       OC textch. 6

Burson-Marsteller research on CSR
www.slideshare.net/BMGlobalNews/csr-branding-survey-2010-final

 

Discussion Questions:

 

 

WEEK 13:

Class 22

Mon April 18

CSR and Social Impact

Evaluating CSR

 

·       OC text: Ch. 4

Document Title:The Strategic Communication Imperative

Author: Argenti
MIT Sloan Management Review. Cambridge: Spring 2005. Vol. 46, Iss. 3; p. 83

 

http://ezproxy.library.nyu.edu:2082/pqdweb?index=0&did=821058971&SrchMode=2&sid=1&Fmt=6&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1283343597&clientId=9269

 

Discussion Questions:

 

 

 

Class 23

Weds April 20

 

Evaluating the annual report

Preparation for final presentation; advanced delivery techniques; managing Q/A;

 

 

·       Article: Clarity from Switzerland:
On line at Strategy + Business magazine from Booz Allen

http://www.strategy-business.com/article/00027

(Note you may have to sign-up for access)

 

Discussion Questions:

 

How corporations  communicate in their annual report: how well does your Company’s annual report communicate and reinforce leadership, intent and corporate values?

 

 

WEEK 13:

 

Class 24

Mon April 25

Coaching and preparation for final presentations outside of class time

 

 

 

Assignment 10a

Teams meet to work on final presentations; coaching with professor and TF

 

 

Class 25

Weds April 27

Final team presentations (3)

 

 

 

Assignment 10b

3 teams present

-Submit slide deck online

-Bring complete planner

 

WEEK 14:

 

Class 26

Mon May 2

Final team presentations (3)

 

Assignment 10b

3 teams present

As above

 

 

Class 27

Weds May 4

Final team presentations (2)

 

Assignment 10b

2 teams present

As above

 

WEEK 15:

 

Class 28

Monday May 9

Individual conferences

 

 

 

 

No class

 

Weds May 11

 

 

Final Writing assignment

 

 

Assignment 11

 

 

 

Assignment 1: 
SEC document analysis

(individual)

 

Task:

Read the preface (by Warren Buffett) and the introduction (by former SEC head, Arthur Levitt) to the SEC Plain Writing Handbook. Choose either one of these documents and identify the intended audience, the overall intent of the document and its message. Compose a short document, no more than 200 words, to explain your analysis of the A+I+M of the selection you chose.

 

Deliverable:

Submit a Word document to Bb Assignments, using the Turnitin function.

 

 

 

 

Assignment 2: 
Best team experience
(individual)

 

In class, you will be meeting your team for the first time.  This is the team you will be working with throughout the rest of the course.  As preparation for getting off to a strong start, you will be participating in an introductory Appreciative Inquiry exercise in class, which will be supplemented by this writing assignment.  

 

Task:

Reflect on a team experience where you performed at your best.  It can be any team from a work or school project or volunteer experience.  Capture the essential elements of that experience and be prepared to share it with your new team. What was the impact of that team experience?  What were your strengths on the team?   How did the team operate?  What descriptive adjectives characterize your performance?  Try to be as specific with the details as you can.

 

Deliverable:

Submit your response to Bb/Communication/Group Pages/Discussion Board that summarizes your best team experience. It should be limited to 200 words. The intended audience is your team, but the professor and TF will also read what you post.

 

 

 

 

 

 

 

 

 

 

 


 

Assignments 3, 4 and 5: 

Background for case: NYU 2031

 

NYU 2031

In the Spring of 2010, New York University announced its planned expansion for the next twenty years. Entitled NYU 2031, the plan ambitiously lays out a series of campus expansions and new university developments in Midtown, the Financial District and Governor’s Island. However most of the plans are local involving Greenwich Village in the vicinity of Washington Square Park. (Please examine the comprehensive website explaining the proposed plan: http://www.nyu.edu/nyu2031/nyuinnyc/overview/)

 

NYU has approximately one-half the per student academic space of Columbia, one-quarter that of Harvard and one-sixth that of Yale. Given the current limitations on student academic space and the need for new research facilities, academic offices and student dormitories, NYU feels compelled to expand so that its pursuit of excellence is not constrained by infrastructure limitations. However, expansion in so densely

an occupied area as Greenwich Village raises many issues concerning community preservation, residential quality of life and local commerce.

 

The NYU 2031 website opens with a letter from President John Sexton as follows:

 

Though it is imperative for NYU to move forward, it is also vital to do so in a way that recognizes the University is part of a special, storied neighborhood to which we owe an obligation of care. In the past, NYU has not always recognized that obligation; but today, we know that our responsibilities extend to overseeing and maintaining NYU’s existing property, to encompassing an innovative and sustainable approach toward creating additional space in the Washington Square area…

 

Parcels in contention

While there are numerous changes proposed within the NYU plan, the latest discussion revolves around six parcels of open land, small parkland strips between West Third and Houston Streets and LaGuardia Place and Mercer. The plots are currently owned by NYC's Department of Transportation (see A-F on map below). NYU is seeking to obtain these parcels as part of NYU 2031. As part of an extended master plan that includes public space, the goal, states NYU, is to "take these blocks, that have a very interesting and complex history, and knit them back into the city."

 

It may be interesting to note that NYU made a deal directly with DOT concerning parcel A, agreeing to create and maintain the new seating area next to NYU’s co-generation plant.

 

Local Greenwich Village residents, Manhattan’s Community Board 2 and Borough President Scott Stringer have all rejected this aspect of the plan insisting that these small parcels be transferred over to the NYC Parks Department for oversight rather than be included within NYU’s 2031 expansion. Despite President John Sexton’s current pledge of neighborhood commitment, local residents are likely reflecting upon past actions.

 

Advise NYU

NYU wants to integrate these parcels onto an overall master plan –one that respects public space and considers community. How will NYU best reach these stakeholders?

 

NYU officials are currently discussing ways by which the University can explain its rationale and obtain a hearing from concerned community stakeholder groups. They have asked your team for advice as they prepare a communication strategy for each stakeholder: What should the University’s primary message be? How can the University better engage the group? Are there any specific tactics your team can recommend that might reduce the animosity or distrust?

 

 

-       from NYU 2031 Land Use Proposal

 

 

The following background readings are also available on Blackboard:

 

Background reading: NYU position

NYU PDF message (the NYU perspective)
http://www.nyu.edu/nyu2031/nyuinnyc/pdfs/0910_300_Final4_ExecutiveSumWeb.pdf

NYU website  overview (interactive plan)
http://www.nyu.edu/nyu2031/nyuinnyc/overview/

NYU overview/community interaction
http://www.nyu.edu/nyu2031/nyuinnyc/awareness/community-dialogue.php
 

 

 

 

 

 

 

News articles: case history

 

Essay about Greenwich Village 1969

Greenwich Village has a unique historical and residential context. Students may want to read this brief description of Greenwich Village circa 1969 in order to get a flavor of the area and better understand residents’ dedication and commitment to the diversity of its population and the outstanding nature of the neighborhood.

Excerpted from:

Gratz, Roberta Brandes, The Battle for Gotham: New York in the Shadow of Robert Moses and Jane Jacobs, Nation Books, New York, 2010, pp. 65-66.

http://books.google.com/books?id=z9jpXxg6TRQC&pg=PA65&dq=%22The+Old+Neighborhood+Greenwich+Village%22&hl=en&ei=kwItTbDOOIWglAe38fnZCw&sa=X&oi=book_result&ct=result&resnum=1&ved=0CCgQ6AEwAA#v=onepage&q=%22The%20Old%20Neighborhood%20Greenwich%20Village%22&f=false

 

Early NY Times article

N.Y.U. Plans to Expand Campuses by 40 Percent

byRobin Pogrebin, March 22, 2010 http://www.nytimes.com/2010/03/23/arts/design/23nyu.html?_r=1

 

NY Daily News article 1

Greenwich Village residents in tug-of-war with NYU over development of parks space

by Michael Wursthorn, November 1, 2010.

http://www.nydailynews.com/ny_local/2010/11/01/2010-11-01_nyu_in_park_tug_of_war_nabe_sez_school_has_designs_on_green_space.html

 

NY Daily News article 2

Community board, local officials protest NYU expansion plans;
gardeners, park lovers cheer

by Michael Wursthorn, December 7, 2010
http://www.nydailynews.com/ny_local/2010/12/07/2010-12-07_community_board_local_officials_protest_nyu_expansion_plans_gardeners_park_lover.html

NY Times
Just 7 Strips of Green, or a Park Worth Fighting For?
by Joseph Berger, Jan7, 2011 http://www.nytimes.com/2011/01/08/nyregion/08metjournal.html?_r=1&ref=nyregion

Assignment 3

Analysis of stakeholder document

Team assignment

 

As part of your preparation for the team presentation of the NYU 2031 case, you need to have a clear sense of what is important to your stakeholder group. By reading any document that has been produced by that group, you will gain some insight into the group which will influence how and what you recommend to NYU as a communication strategy for the group.

 

Task:

Analyze any short document that was written or produced online by your stakeholder group. What is the main message? Where is that message located? How is the message supported? Bring your notes to class for discussion before the team benchmark assignment.

 

Deliverables:

Notes (specific format will be provided) on the stakeholder document, looking for message and support. This will be discussed in class.


Assignment 4a: 

Team presentation on NYU 2031 case
(team)

 

NYU officials are currently discussing ways by which the university can explain its rationale and obtain a hearing from concerned community stakeholder groups. Your team has been asked to provide advice to the NYU Office of Government Affairs and Civic Engagement as they prepare a communication strategy for each stakeholder: What should the university’s primary message be? How can the university better engage the group? Are there any specific tactics your team can recommend that might reduce the animosity or distrust?

 

Although the project has gone through the initial approval process, various stakeholders present potential obstacles to completing the NYU 2031 plan. NYU needs to manage its supporters and monitor potential objections. To do this, they need to communicate strategically to a range of stakeholder groups, both pro and con. How can NYU best reach these stakeholders? How can NYU demonstrate that the NYU 2031 plan is one that respects public space and considers community?

 

Some stakeholder audiences include:

 

1.     The Greenwich Village Block Association

2.     Office of Manhattan Borough President

3.     Manhattan Community Board 2

4.     Greenwich Village Society for Historic Preservation

5.     Bleecker Area Merchants and Residents Association

6.     Community Action Alliance on NYU

7.     CommUNITYnyc: Community Taskforce on NYU Development

8.     NYC Department of Parks and Recreation

9.     Landmarks Preservation Commission

10.  New York Chapterof the United States Green Building Council (USGBC)

 

Task:

Each team will focus on a single stakeholder audience to prepare a team presentation for NYU’s Office of Government Affairs and Civic Engagement. Your team has been tasked to prepare a strategy for communicating with your assigned stakeholder group. Consider your specific stakeholder group’s range of interests and concerns and offer a strategy for communicating with them. You should apply the AIM communication strategy in two ways: first, to analyze your stakeholder group by considering who the group’s audience is, what is the group’s intent, and what is the group’s message. When you have this information, you should again apply the AIM model in preparing a presentation for the NYU Office of Government Affairs and Civic Engagement. This will help clarify your audience, intent and message for your presentation to the executive who needs to be convinced that your strategy will work.

 

Audience: 

Seniorexecutive in charge of communication for NYU’s Office of Government Affairs and Civic Engagement as well as other peer staff members of the department.

 

Intent/s:  You decide!

 

Message/s:  You decide! 

 

Deliverable:

A team presentation lasting 7 minutes, with 2-3 minutes afterwards for questions; each team member must speak. No PowerPoint bullet slides are permitted, but you may use PowerPoint to show projected photographs, maps, charts or illustrations. 

 

 

Assignment 4b

Preparation for review meeting

 

Each team will meet with the professor to review the presentation.   Read the document “How to watch your video”; Watch your video; and prepare for your meeting with notes about what you want to discuss.  Bring your notes to the review session.

 

 

Assignment 5
Response to another team’s benchmark

(individual)

 

For this assignment, you are asked to provide feedback for another team on their recommendations for a communication strategy for their particular NYU stakeholder audience. You can take notes on their presentation in class and also review their presentation on videotape to get a very clear idea about what they have recommended.

 

Task:

Review the videotape of the team that you have been assigned. Your task is to respond to that team’s benchmark presentation and give the team your opinion of their recommendations for a communication strategy. Is their strategy feasible? Can you see any problems that might occur with implementing their strategy? What could be the benefits of that strategy? Make sure to find examples from their presentation to support your opinion. Make sure that you focus on their strategy – delivery is not an issue for this assignment.

 

Deliverables:

Your document should be no longer than one and a half pages. This assignment has three stages so that you can focus on different aspects of business writing for each stage. The only version that the professor will grade is the final one, but completing the drafts will count towards participation.  All drafts will be submitted to Bb.

 

a.     First draft in class, where you will focus on organizing your initial draft, using the correct business document format, and writing an effective subject line.

b.     Your second draft is also due in class. In revising this draft, you will focus on Plain English, revising, editing, readability and document design as covered in the SEC handbook.

c.     Final draft – which is the only one the professor will see and grade – is due submitted to Bb as a Turnitin assignment, and also emailed to the team being reviewed.

 

Check the course calendar for the correct submission dates.

 

 

 

 

 

 

 

 

 

 

 

 

Assignment 6

Executive letter analysis

Team project

 

As part of your preparation for the company profile presentation, read the CEO letter that is usually found at the very beginning of the company’s annual report. While typically written by the CEO, it may sometimes be written by another executive. This will give you more insight into the company that may add to your profile presentation. Additionally, it will help you become better acquainted with the annual report, which is relevant for your final writing assignment.

 

 

Task:

How effective is the CEO’s letter? In a short business document addressed to your team and the professor/TF, give your opinion about the effectiveness of the CEO letter. Support your opinion with details from that letter. To measure writing effectiveness, consider what we have discussed in the classes on business writing. Consider the CEO’s audience, intent and message in terms of what you know about the company from your research. In addition, look for ways in which the CEO uses Plain English, organization, readability, document design and images.

 

Deliverable:

Short business document to be submitted to Bb on your group page in the Document Exchange section. 

 

 

 

Assignment 7: 
Team Presentation 2:company profile

(team / individual)

 

Task:  For the rest of this semester, your team will work together to prepare and deliver a set of presentations concerning the corporate communication strategies of a selected firm. For future presentations about your firm, you will present as members of the company’s corporate communication department; however, for this assignment you are presenting as yourselves to all the other teams. Tell the class what specifically interests your team about this company.

 

Your team presentation should inform the class about the most important aspects of the company. Use the corporate research form to research interesting and useful company data. Your presentation should include basic information, which could include:

 

•       The size of the company: locations, employees, revenue, etc.

•       Primary competitors

•       Overall state of the industry

•       Company mission or goals (as stated on corporate website or annual report)

•       Brief financial summary

•       Products and services

•       Specific communication practices and deliverables

•       Significant and specific stakeholders

•       Any special features of this company

 

The assignment should incorporate the use of credible information sources, appropriate media resources and information about the C-suite of the team’s company.

 

Hint: Organize your content for effective delivery; do not use the above as a chronological checklist.

 

Your objective:Craft an interesting informative message about your company and provide a context for the class to understand your later presentations.

 

Audience: your classmates.  You have interacted with each other for several weeks.  What do you think will be the best strategy to inform your peers about your company?

 

Your intent: Recall that an effective business communication requires an intent: What do you want the audience to specifically think, say or do as a result of your communication? Remember that the intent is not the message itself but the desired audience response.

 

Time limits:Maximum 8 minutes for the presentation including Q/A; plan your presentation to allow up to 2 minutes for questions. For this presentation, plan to note the questions asked, but not necessarily to answer them, to give you immediate feedback on what the audience wants to know more about. This will help you prepare for other presentations on your company. A well structured presentation of 6 minutes should give your audience a clear idea of the company.  No data dumping!  Share the speaking time equally.

 

Visual aids:Use minimal visual aids; avoid using dense text slides. Think visually, not verbally on your slides. Consider necessary slides that enhance your main points.

 

Deliverables: Turn in your completed presentation planner (found on Blackboard > Course Documents), your completed corporate data sheet and a printout of your slide deck (3 slides/page) before you speak.

 

 

Assignment 8, parts 1 and 2:
1 - Threaded team discussion to team on company Issues and

2 - Email update on issues to Professor and TF

(team)

 

Assignment 8, Part 1:
Threaded discussion to team on company issues

 

Task: For this assignment, each team member identifies a specific issue that concerns the team’s company and posts his or her thoughts to the team.  These posts will be a preliminary step towards selecting the content for the presentations on the company’s major communication-related issues that your team will deliver.

 

Your objective: In your individual post, your goal is to inform the rest of your team about an issue that is critical to the company.  Note that you are uncovering emerging public issues that you determine will soon affect the company (if it isn’t already doing so!) You are not looking for day-to-day operational business problems stemming from competitive challenges or product marketing ideas. Your issue will undoubtedly involve the interests of one or more concerned (or soon to be concerned) stakeholder groups.

 

Deliverable:

Post your specific thoughts to your team in the “Group Pages” (Blackboard > Communication) describing the issue and its importance as well as why it would be interesting to the class; please write clearly and concisely as youengage in a stimulating persuasive exchange with your classmates. Make sure that the issue your post is one that can be addressed by your department, Corporate Communication.  Respond to a minimum of 2 posts. Note that the professor and TF may look at your posts to offer some suggestions about the issues.

Assignment 8, part 2:
Email update on issues to professor and TF

 

Task:  As a result of class discussion and the exchange of posts earlier, your team should have a good sense of which stakeholder-driven issues it wants to talk about in the upcoming presentation. For this assignment, the team will jointly compose one email message that will clarify which issues have been chosen. Use all writing techniques discussed in class.

 

Your objective:Inform the professor and teaching fellow about the chosen issues and justify the team’s choices.

 

Format:  Consider the best way to prepare an effective short document that is sent by e-mail and keep in mind the principle of “high skim value”.

 

Deliverable: Send the e-mail directly to the professor and teaching fellow.

 

 

 

Assignment 9: 
Team presentation 2

Strategic issue response

(individual / team)

 

 

Task:  For this presentation, your team will prepare a persuasive presentation concerning the primary issues facing your chosen company. As we discussed in class, how an organization responds to issues relates directly to stakeholder relationships. Assume that your team comprises the task force that has been assembled by the Senior Vice President of Corporate Communication. The SVP wants your team to analyze the primary issues facing the organization and which groups are pushing these issues. The SVP also asks the team to recommend a course of action that will address the issues and the relevant stakeholders. Keep the AIM model in mind as you prepare your recommendations and consider the appropriate communication channels to use.

 

Your objective:To persuade your audience that your issue-response plan will be strategically sound and tactically address critical stakeholders.

 

Time limits:Maximum 12 minutes for the presentation, followed by 2 minutes for questions. You must share the speaking time equally.

 

Visual aids:Use visual aids, but avoid using dense text slides. Think visually, not verbally on your slides. Have a flash drive as a backup (always!).

 

Deliverable: Your completed presentation planner (found on Blackboard > Course Documents) and printed (3 slides/page) visual deck must be handed to the professor before you speak.

 

 

 

 

 

 

Assignment 10: 
Final team presentation

(team / individual)

 

 

Task and Audience: The CEO of your company has publicly committed the firm to “high performance with high integrity” to maintain a positive social impact. Your team from Corporate Communication has already addressed the range of issues facing the company and how it should respond. Your presentations to the SVP of Corporate Communication have been forwarded to the C-Suite (CEO, CFO, CIO, etc.) of the company. As a result, the CEO requests that your team provide a status report and assessment of how the firm presents itself to its multiple stakeholders.

 

For this presentation assignment, your team should choose only 1 of the following options:

 

1.  How effectively is the company communicating its CSR initiatives or sustainability focus to major stakeholder groups? How does the company support its overall image as a socially responsible firm? Make sure that your measure of effectiveness incorporates how well these initiatives support the company’s overall mission and strategic plan. Consider the channels used and the frequency of messages to 3-4 market or non-market stakeholder groups.

 

2.  Over the past 2-3 years, how has the company communicated its positive social impact identity visually?  By reviewing its written approach, word choices, images and design used in corporate logos, brochures, media/print advertising, and investor relations documents, assess how well the company presents an image consistent with its mission and strategic plan.  Consider the specific audiences that the company is communicating to publicly: are the messages consistent? How valid are the channels used? You could consider comparing your company to 1-2 others in the same industry.

 

No matter which option you choose, you should incorporate the following points:

 

•       Your audience is the CEO and other members of the C-suite. Include compelling information that will be most effective in supporting your position to them. Be aware of what they can be expected to know.

•       The company’s communication mix probably includes both strategic and responsive communication. Provide examples of each to demonstrate effectiveness.

•       What recommendation/s would you make to enhance communication of the company’s strategy and mission to stakeholders?

 

Deliverable 1:  A 20-minute team presentation. Questions may come at any time. All team members must speak, and speaking time should be distributed equally.

 

Deliverables to hand in to the professor:  Provide two printed copies of each of these: your PowerPoint slides (printed in 3 slides/page handout format), the team planner and each individual planner before you speak.

 

 

 

 

 

 

 

 

Assignment 11:  
Final written document

(individual)

 

 

Online  article:  Strategy + Business(magazine from Booz Allen)

Title: Clarity from Switzerland: How well does your compa

 

Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.

 

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