3:24 HOP Y Q & HE | 54% = + Z D . . CASE OVERVIEW . RESEARCH IN MOTION (RIM) IS A GLOBAL COMMUNICATION COMPANY ESTABLISHED IN 1984, KNOWN FOR BLACKBERRY . ON JUNE 30TH, 2011, AN ANONYMOUS LETTER WAS SENT TO BOY GENIUS REPORT, AN ONLINE PERIODICAL, THAT OUTLINED EIGHT GRIEVANCES AGAINST THE COMPANY FROM A SENIOR EXECUTIVE . THE GRIEVANCES INCLUDED NO ACCOUNTABILITY FOR UNDERPERFORMING EMPLOYEES, NOT RECRUITING SENIOR SOFTWARE LEADERS AND LACK OF ENGAGEMENT WITH EMPLOYEES . RIM WAS TASKED WITH DEVISING A PLAN OF ACTION TO ADDRESS BOTH THE PROBLEMS AND THE LETTER . THE PLAN WOULD INCLUDE BOTH INTERNAL AND EXTERNAL COMMUNICATIONS O3:24 ADDY $ 46 54% = + . . COMMUNICATION GOALS INTERNAL COMMUNICATION EXTERNAL COMMUNICATION . IMPROVE EMPLOYEE MORALE . REGAIN MARKET SHARE AND PUBLIC . ESTABLISH ACCOUNTABILITY TRUST PROCEDURES . REBRAND WITH NEW MARKETING . HIRE 3 NEW SOFTWARE LEADERS CAMPAIGN . ACCEPT FEEDBACK FROM EMPLOYEES . NEW PRODUCT LAUNCH EVENT THROUGH OPEN DOOR POLICY O3:24 ADDY $ 46 54% = + Z D . . . 4/8 TARGET AUDIENCE AND MEDIUMS INTERNAL COMMUNICATION EXTERNAL COMMUNICATION . INTERNAL MEMO TO ALL EMPLOYEES, . SOCIAL MEDIA POSTS TO ONLINE SENIOR MANAGERS, BOARD OF COMMUNITY DIRECTORS . RESPONSE DIRECTLY FROM CO-CEO'S . TOWN HALL MEETING FOR FEEDBACK ON NEW HUMAN RESOURCE POLICIES . LAUNCH EVENT FOR REBRAND AND NEW PRODUCT . ONE-ON-ONE MEETINGS TO IMPLEMENT OPEN DOOR POLICY . OPEN FORUM Q & A WITH CO-CEO'S O