Overview
In Milestone One, you identified global target audiences for NationaliTea’s global launch, as well as cultural considerations for addressing them. In this milestone, you will use your initial target audience analysis to identify appropriate media channels the company will use to communicate with global audiences, as well as establish global citizenship standards to guide external communications.
Scenario
NationaliTeas is an online tea shop that’s seen a rise in popularity. The company has grown from a small domestic business with 10,000 customers a month to a global organization that serves 250,000 customers a month with international ties and partnerships. The expansion of the company has resulted in the need for guidelines for communicating with both domestic and international audiences, including employees and the public. Because NationaliTeas has not worked with international locations before, management is unsure of how to approach its messaging in a way that is professional and culturally sensitive.
You have been hired by NationaliTeas to create a global communication plan, which will consist of audience analysis, global communication best practices, and company-specific communication practices that can be used to communicate with internal and external audiences across the globe as the company continues to expand.
Prompt
Create a written report that identifies the media and communication channels best suited to the company’s global target audience alongside example messages, as well as a summary of recommended global citizenship standards. Specifically, you must address the following rubric criteria:
Part I: Best Practices
• Defining Standards and Principles: Identify global citizenship standards and principles that the company will use to guide internal and external messaging and general business practices, and explain their purpose in improving communication and collaboration practices using supporting evidence.
• Proactive Benefits: Explain how your identified global citizenship standards will improve the overall quality of global communication and collaboration as well as reduce potential cultural or civic concerns for both internal and external audiences.
Part II: Messaging
• Media Channels and Communication Methods: Identify the primary new and traditional media channels and communication methods the company will use to communicate with global audiences, and explain how each specific channel should be used for sharing external messages.
• Media Message: Create the copy (written content) for an example media message per identified channel that can be sent to global audiences to announce the company’s expansion using global communication best practices. The example can be for a new or traditional media channel. If the message would require visual components (e.g., Instagram post, printed flyer, etc.), you may describe the types of visuals you would include following your example message.
• Rationale: Explain how each selected communication channel or method and the corresponding example message aligns to your identified target audiences and follows global communication best practices.
Guidelines for Submission
Submit this assignment as a Word document. Your assignment must be between 500 and 750 words in length, and use evidence from course or external resources to support your response. Sources should be cited according to APA style.
Milestone Two Rubric
Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Best Practices: Defining Standards and Principles Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Identifies global citizenship standards and principles that the company will use to guide internal and external messaging and general business practices Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying more appropriate principles and standards based on course content Does not attempt criterion 18
Best Practices: Proactive Benefits Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Explains how identified global citizenship standards and principles will improve the overall quality of communication and collaboration as well as reduce potential cultural or civic concerns for both internal and external audiences Shows progress toward proficiency, but with errors or omissions; areas for improvement may include incorporating more supporting evidence to explain the positive impacts of global citizenship standards and principles on communication and collaboration Does not attempt criterion 18
Messaging: Media Channels and Communication Methods Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Identifies the primary new and traditional media channels and communication methods the company will use to communicate with global audiences, and explains how each specific channel should be used for sharing external messages Shows progress toward proficiency, but with errors or omissions; areas for improvement may include providing further explanations of how each identified channel should be used for sharing messages Does not attempt criterion 18
Messaging: Media Message Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner, and includes clear description of visual components for messages or drafted visuals Creates the copy for an example media message per identified channel that can be sent to global audiences to announce the company’s expansion using global communication best practices Shows progress toward proficiency, but with errors or omissions; areas for improvement may include creating messages that more effectively use global communication best practices Does not attempt criterion 18
Messaging: Rationale Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Explains how each selected communication channel or method and the corresponding example message aligns to identified target audiences and follows global communication best practices Shows progress toward proficiency, but with errors or omissions; areas for improvement may include strengthening justification of the message’s use of global communication best practices Does not attempt criterion 13
Articulation of Response Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas 10
Citations and Attributions Uses citations for ideas requiring attribution, with few or no minor errors Uses citations for ideas requiring attribution, with consistent minor errors Uses citations for ideas requiring attribution,
with major errors Does not use citations for ideas requiring attribution
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Overview
You established worldwide target audiences for NationaliTea’s global launch, as well as cultural considerations for reaching out to them, in Milestone One. You’ll use your initial target audience study to determine appropriate media channels for communicating with global audiences, as well as build global citizenship standards to drive external communications, in this milestone.
Scenario
NationaliTeas is a prominent internet tea retailer with a growing following. With international linkages and alliances, the company has expanded from a small domestic business serving 10,000 consumers per month to a global organization serving 250,000 customers per month. The company’s growth has necessitated the development of norms for communication with domestic and foreign audiences, including employees and the general public. Because
