The following Strategic Communications Plan will cover Boeing's reputation to make its return back to the positive light. The plan will focus primarily on the communications aspect internally with their employees and their shareholders externally.

The popular Boeing 737 MAX airline had been globally grounded from March 2019 through December 2020, leaving nearly 350 fatalities from two plane crashes: Lion Air, Flight 610 and Ethiopian Airlines, Flight 302. Following the two incidents, Boeing suffered a massive financial turnover while their reputation took a turn for the worst. The internal communication in the movie "Downfall: The Case Against Boeing" thoroughly explored Boeing's determination to maintain a reputation of avoiding potential examinations that would provide an increased revenue or profit, bare minimum certification for their pilots and permanently removing important information from training guidelines. Boeing briefly stated safety as the company's top priority while working with its stakeholders to apply any implemented changes that ensure accidents to be avoided in the future.

 What is the single most strategic adjustment you would recommend the organization make to turn things around with this situation? This might be a new communications strategy, a change in positioning or differentiating strategy, a change in the brand portfolio alignment, an effort to bring greater clarity and relevance to the organization, or any of the other things we have covered in the course.

Outline recommendation strategy, target audiences, key messages and project outcomes to achieve leadership goals.

Key messages should be sound bites of what you will communicate to each target audience(s). Cast a vision for what can be accomplished in your project outcomes. Provide a strong rationale for what you recommend.

 Why should we do this now?" You must convince your leadership to spend their money on your recommendation: so demonstrate insight, innovation, and clear analysis. And make sure you've taken the time to add depth so that your recommendation isn't vague and basic. If anyone could recommend it, why would the boss pay your expensive salary?

Provide three or four brand building ideas (tactics) that illustrate how you might execute your core strategy. These should be communications tools and tasks required to support your recommendation strategy. It might be an imaginative way to use public relations, an innovative social media approach, a new media mix, video, or a revised program for employees. Make your recommendations clear.

Implementation: Outline the timeframe that your core strategy could be accomplished and explanation of resources (budget, staff, outsourcing, etc.) necessary. Actual dollar amounts are not necessary. Include details on monitoring and evaluation to measure the effectiveness of the communication strategy.