You and your partner are interns at the Waterson Company, a small printing company located in Tacoma. Waterson prints materials for large companies such as department stores and advertising agencies. The company is facing a lot of competition and has to contend with rapidly changing technology. The firm has remained profitable; however, there are concerns changes must be made in order for Waterson to remain competitive. In general, the market has shifted: competition has increased and margins are shrinking.

The CEO, Sam Smudge, is purchasing new printing equipment, which is both sophisticated and expensive (a new machine may cost over one million dollars). Mr. Smudge recognizes your excellent communication skills. He asks you and your partner to draft a memo to the equipment operators about the new printing machines. He provides you with some details regarding the company and new machines:

The new high-tech printing equipment will require technicians to learn complex new operating procedures. Training is available.

Customers are threatening to leave Waterson Company. Current large-scale print jobs may take days. Competitors with newer equipment are able to finish jobs overnight.

Profit margins are shrinking.

Newer equipment will allow Waterson to print large-scale jobs more quickly and more economically.

Many operators are older and have worked for the company for 20 years or more.

The print shop has functioned in a silo, largely left alone to get the work done as the operators saw fit. Theyve done great work. There may be some pushback about the new equipment.

The new equipment provides a means for Waterson to regain some competitive edge in the industry.

There will not be layoffs, as often comes with new equipment and process improvement. However, overtime pay will be cut if not disappear completely.

o You may not offer any additional pay, vacation or benefits increase.

1. apply the Audience Analysis, Information Gathering and Message Development planning processes for AIM (Audience, Ideas, Message) to the scenario.

2.

1. Audience Analysis

   1. Identify reader benefits and constraints - be honest and keep your readers realities in mind

3. Consider reader values and priorities - what workplace values might your readers have?

4. Estimating your credibility - as an intern, you dont have any. Remember, youre writing a draft for CEO Sam Smudge. What is his credibility? How can he maintain it?

5. anticipating reactions

6. keeping secondary audience in mind

7.

1. Information Gathering (pp. 144-145)

   1. Identifying the business problem(s)

8.

1. Message Development (pp. 145-147)

   1. Framing the message - write a 15 word or less statement that captures the essence of your message

   2. Setting up the logic of your message - What do you want to explicitly ask your readers to do?

   3. Framing the primary message - your job in framing the message is to help your reader see the issue from a strategic perspective. Create the prism through which the audience will read your message.