Methods of Communicating Ideas about the Diet Coke
Briefs
Beebe and Mottet (2016) define a brief as a short talk (about 5 to 15 minutes) used to provide information to a certain audience. It has a specific focus on the past, the present, or the future. Thus, a brief could be a short summary of information that addresses consumer concerns about diet coke.
Reports
Beebe and Mottet (2016) mention that a report entails an update or a summary of past accomplishments on a particular project. Contrary to a brief, a report is usually longer and has more details, but with a specific objective such as the anticipated plans in the production of the diet coke.
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Public Relations Presentations
In public relations presentations, speakers provide specific information to create a positive public image about a product, organization, or person (Beebe & Mottet, 2016). In this case, a public relations presentation might address the health benefits of diet coke.
Training Presentations
Presenting training sessions encompasses informative speaking designed to equip listeners with new skills to perform a specific task more effectively (Beebe & Mottet, 2016). For instance, training on the inclusion, reduction, or elimination of a certain ingredient for the diet coke.
Tips for Speakers Addressing the Media
Before addressing the media, speakers should assess their audience. According to Beebe and Mottet (2016), assessing the audience allows the speaker to determine the message goal and the best format that could be used to communicate the message. While addressing the media, speakers should not be stark on one point behind the lectern, but, as Beebe and Mottet (2016) say, they should move while expressing personal anecdotes to emphasize the importance of the information being communicated. Finally, speakers addressing the media should anticipate objections and criticism to be able to acknowledge and respond to the opinions of the media properly (Beebe & Mottet, 2016).
Recommended Visual and Auditory Aids
Speakers should use visual and auditory aids to reinforce their message. As Beebe and Mottet (2016) posit, some of the visual and auditory aids used in reinforcing messages include gestures used to emphasize a point, appropriately-placed pause, lowering or raising the speaker’s voice, and movement. For instance, movement away from the lectern signals to the audience that something more intimate or special is about to be communicated. Other visual aids include images, photos, and charts.
Strategies to Enhance the Effectiveness of the Message
Different strategies such as simplifying the message, pacing the information, addressing the needs and problems of the target audience directly, and using non-verbal and visual aids enhance the effectiveness of the message (Beebe & Mottet, 2016).
Simplify the Message
Speakers should use shorter terms rather than pompous words to foster the effectiveness of their message. Beebe and Mottet (2016) explain that using simpler ideas and phrases makes it easier for the audience to recall them. The scholars further expound that speakers should simplify their message to avoid condescending their audience.
Pace Information
The point being communicated should not have a bunch of various but significant details. However, it should have an even stream of information. Beebe and Mottet (2016) highlight that presenting too quickly too much information potentially overwhelms the audience thus interfering with the listeners’ ability to decode the message.
Directly Address the Needs and Problems of the Audience
Speakers should address the needs and problems of their audience to ensure that the listeners learn appropriately. People have an agenda on what to expect from a presentation and therefore, addressing this agenda directly enhances the effectiveness of the message (Beebe & Mottet, 2016). Thus, the message to be adapted to the characteristics of the targeted audience.
Use Non-Verbal and Visual Aids
Speakers should use non-verbal and visual aids to reinforce the message. As Beebe and Mottet (2016) write, “ Gestures serve the purpose of accenting or emphasizing key phrases, as italics do in written communication,” (190). Therefore, using non-verbal and visual aids is imperative in reinforcing the information being shared.
2750 Eagandale Blvd
Eagan, Minnesota
October 1, 2020
Mr. Tom Lennox
Sales & Marketing VP
Coca Cola Co.
I Coca Cola Plz NW
Atlanta, GA 30313
Dear Mr. Lennox,
We appreciate the continued support of your department, Sales & Marketing has accorded to our regional center, the Coca Cola Midwest Region since the introduction of the diet coke product in the area. This letter is intended to thank you for supporting our marketing campaign to capture the larger Midwest market.
The support has been enabling and productive. We have gained 400 new distributors for the diet coke in the past four months since the launch of the “Coke for Our Health” Campaign increasing our market share by 20%.
We are considering partnering with the Minnesota Department of Health on its annual “Consumer Health Promotion” Campaign that runs for the first two weeks of November. The “Consumer Health Promotion” is a nutrition-focused campaign aimed at promoting a healthy diet in the state. The annual event is an opportunity to extend our “Coke for Our Health” Campaign.
The Coca-Cola Midwest Regional office requests your department, Sales & Marketing to sponsor our partnership with the Minnesota Department of Health during the “Consumer Health Promotion” Campaign.
The sponsorship will be utilized in the following areas of our “Coke for Our Health” Campaign: printing of banners and t-shirts for our sales and marketing staff, pay for a booth at the “Consumer Health Promotion” Campaign main event on November 14, 2020.
Once again, thank you for supporting our marketing activities to improve the dissemination of product information to the consumers. Sincerely,
Mark Lewis
Regional Manager, Coca Cola, Midwest Region
Phone: (651) 432-8846
Fax: (651) 432-3200
Coca Cola Midwest Region
TO: All Staff, Sales & Marketing
FROM: Mark Lewis, Regional Manager
DATE: October 1, 2020
SUBJECT: Opportunity for “Coke for Our Health” Campaign Promotion
Coca Cola Midwest Region has been offered an opportunity to participate in the “Consumer Health Promotion” Campaign for the Minnesota Department of Health.
“ Consumer Health Promotion” Campaign is an annual event featuring food and beverage companies and other food-related businesses. The program features two-week events at the local stores. It culminates in a day-long event at the State Convention Centre, Eagan, MN.
Participating businesses will get a 30 seconds-ad spot with the Fox 9, KMSP-TV, and a booth with a branded banner at the “Consumer Health Promotion” Campaign event on November 14, 2020.
The event will be an excellent opportunity to promote our company’s diet coke product, network with other businesses, and interact with consumers.
Attending sales and marketing staff will wear the “Coke for Our Health” Campaign materials.
CC: Cathy Donnelly, Marketing Coordinator
Summary Reflection
This writing activity provided insightful information on communicating new ideas. One of the key lessons from the assignment is assessing the audience before addressing them. This aspect allows a speaker to design the message in line with the needs and problems of the audience. Furthermore, I have learned that addressing the media is different from making training presentations. Reasonably, the speaker should expect to anticipate objections and criticism. However, this anticipation is imperative because it helps in not only acknowledging the opinions but also addressing the emerging concerns of the audience.
The information from this writing activity will be beneficial in my career. In particular, understanding the difference between a brief and a report is instrumental in designing pieces of communication. I note that addressing people’s agenda directly will need using briefs because they are short and to the point. However, in the event an explanation is required, a report would be the best method to use. Furthermore, lessons on strategies on enhancing the effectiveness of a message will help communicate with my target audience. I have understood the importance of non-verbal and visual aids in reinforcing information. Besides using body movements, I will also employ necessary charts and images to enhance the audience's understanding.
Completing this writing activity came with a fair share of challenges. While exploring information from the textbook was relatively easier the ideation process while writing the memos was a challenge. I have noted that the information contained in the memo should be precise and address a specific objective. Writing two memos to a different audience while in the same professional position was a challenge. However, a focus on the specific agenda of the communication helped in designing the right message to share.
References
Beebe, S. A., & Mottet, T. P. (2016). Business and Professional Communication: Principles and Skills for Leadership. 3 rd Ed. Pearson.
