PART I: The Organization (2-3 pages)
In this 3-4 page section, you should describe the organization you have chosen to study. Your analysis should address the following four components:
A. Organization history. Here, you are describing the history of this organization, from its inception to its current status. Explain to your readers why and how this organization began, and what its most prominent activities have been throughout the years.
B. Organizational goals. What does your organization want to accomplish? Are they aiming to get particular policy passed or do they have broader goals (such as educating the public about a particular issue)?
C. Identity, ethos, and goals. You should also inform your reader about the organization’s identity and ethos. How does your organization present itself? What are its goals and values? What kind of expertise and credibility does your audience bring to its particular public policy issue?You can quote from the organization’s mission statement here.
D. Audience. Who is your organization’s intended audience(s)? Be specific as you can here. Do not simply say “Americans.” Instead explore who in particular your organization will need to reach in order to complete its goals.
E. Rhetorical Situation. Finally, analyze the rhetorical situation your group faces. What does polling data say about your organization’s issue or policy? Does your group have wide support in their position or not?
Note: Sub-Sections are provided to help you understand exactly what I am looking for. Your writing should not just respond to each sub-section on its own. Rather, you should be sure to transition smoothly between sections so your reader can follow the path of your argument. You do not need to label every sub-section in your paper, but you should try to address each section thoroughly.
PART II: Communication Strategies & Assessment (4-5 pages)
This section should be 4-5 pages long and consist of:
A. Strategies. A description of the major rhetorical strategies and tactics this organization has used in the course of its history and presents in its communication artifacts. Think back to our rhetorical strategies from Unit 2. Does your organization use identification? Narrative? Agenda-setting? Building agency? Image events? What symbols do your organization draw on when discussing their issues? Is health care a matter of “security” or is it a “human right? ”Use Stewart and our bottom-up rhetorical strategies to support your analysis here.
B. Evaluation. An evaluation of each strategy – has it done well? Was it well-conceived? Has it achieved the intended outcome for which it was designed? For each strategy, do more than merely pass judgment or provide your opinion as to whether it was a good or bad strategy — instead, you must also provide a reason as to why you have assessed each strategy this way. Be specific, and keep in mind the audience here. Note that a strategy is always intended for a specific audience and a particular rhetorical context or situation. Also keep in mind the organization’s ethos or identity. Note that rhetorical strategies should always be understood in the context of the organization’s identity. For example, Greenpeace would probably never consider using a cooperative strategy with oil companies.
PART III: Consultant Recommendations & Conclusion
(4-5 pages of text, plus mock-ups of communication strategy recommendations)
The final section should be 4-5 pages long and consist of your recommendations to the organization for how they can (i) alter strategies that haven’t worked; and (ii) improve upon existing strategies which are already effective.
A. Communication strategy recommendations. Your recommendations should be as thorough and specific as possible: if you think the group’s use of a mailing list has been ineffective in expanding their audience base, don’t just say “Start a Facebook page” – tell them how this page should look, what it should say, and provide a mock-up/sample of how the page will look. Don’t just say “create a new logo.” Instead, provide a design of a logo that includes symbols relevant to your group’s policy goals. Be creative in your mock-up or design. You will not be evaluated on your artistic skills, but you will be expected to provide at least 2-3 new designs for the group. Hence, you are not only suggesting changes, but showing how these changes will take place and how they will take actual shape. If you suggest creating a flier, design and include that flier in this section. Note also that suggested strategies should be contextualized within the group’s rhetorical challenges and identity as a group. For example, it would not make sense to recommend that Occupy Wall Street just get along better with big banks, because their purpose is to challenge the corruption of Wall Street.
B. Policy strategy recommendations. You should also identify a specific policy controversy at the state, local, or federal level that your group should involve itself in. For example, a project analyzing People for the Ethical Treatment of Animals might recommend the organization get involved in a local ordinance loosening restrictions on fur producers Portland, OR. Briefly explain the nature of that controversy and why your organization should get involved in it. What does your organization stand to gain? Why is it so important for your group?
C. Conclusions. Finally, you should end the paper with a brief conclusion in which you review the organization’s communication record and remind your readers of the specific suggestions you made.