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 O3:24 ADDY $ 46 54% = + 5/8 POTENTIAL SOURCES OF CONFLICT INTERNAL COMMUNICATIONS EXTERNAL COMMUNICATIONS . EMPLOYEES RESISTANT TO CHANGE . FORMER CLIENTS OR CONSUMERS . MANAGERS UNWILLING TO EMBRACE CRITICAL OF NEW PRODUCT NEW POLICES OR ENFORCE THEM . MEDIA OUTLETS LOOKING FOR ISSUES . EMPLOYEES THAT DO NOT BELIEVE WITH THE REBRAND OR PRODUCT THE MESSAGE . SOCIAL MEDIA " TROLLS" O3:24 ADDY $ 46 54% = + 6/8 ALIGNMENT WITH VISION AND GOALS . NEW BRAND VISION AND GOAL IS FOR TRANSPARENCY AND EMPLOYEE ENGAGEMENT THROUGH EFFECTIVE TWO-WAY COMMUNICATION . INTERNAL COMMUNICATION ALIGNS THROLISH OPEN DOOR POLICY, HIRING NEW LEADERS AND FEEDBACK FOR NEW HR POLICIES . EXTERNAL COMMUNICATION ALIGNS THROUGH CEO'S COMMUNICATION DIRECTLY WITH THE PUBLIC AND ADDRESSING ORGANIZATIONAL ISSUES DIRECTLY O3:24 ADDY $ 46 54% = + 7/8 MEASUREMENT INTERNAL COMMUNICATION EXTERNAL COMMUNICATION . EMPLOYEE SURVEY SCORES . TRACKING OF NEGATIVE AND POSITIVE . DIRECT QUESTIONS REGARDING NEW ONLINE RESPONSES TO MEDIA POST RECRUITMENTS, HUMAN RESOURCE . ATTENDANCE FOR REBRAND LAUNCH POLICIES AND OPEN-DOOR POLICY EVENT . FOLLOW UP ON LOWER SCORING . BUSINESS METRICS: MARKET SHARE, QUESTIONS NEW PRODUCT SALES O3:24 ADDY $ 46 54% = + 8/8 DOCUMENTATION AND FOLLOW UP . DEDICATE RESOURCES TO PUBLIC RELATIONS DEPARTMENT . FULL ACCESS TO SOCIAL MEDIA PLATFORM AND BUSINESS METRICS . ANALYZE RESPONSES AND RESULTS ACROSS BOTH INTERNAL AND EXTERNAL PLATFORMS . PRESENT FINDINGS IN MONTHLY MEETINGS WITH CEO'S, BOARD OF DIRECTORS, DEPARTMENT MANAGERS AND SUBORDINATE EMPLOYEE ( EMPLOYEE OF THE MONTH ) . RESPOND QUICKLY TO NEGATIVE FINDINGS AND HOLD DEPARTMENTS ACCOUNTABLE IF NECESSARY O
