Reputation of Indima Memorandum case study

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LESSON:
The memorandum is a form of communication between departments or individuals in a
business or organization and has a specific format:
1. Identify your audience and purpose with the following headings:
To: Name
From: Name
Subject: Title
Date: Date
2. You may wish to send a copy of the memo to someone for reference. Include these
people on a separate line before the subject using the heading cc (for carbon copy.)
3. The body of the memo follows a standard format which is single-spaced, block
paragraphs, two line spaces between paragraphs, and three line spaces between the
heading and the body of the memorandum.
4. The body contains information directly related to the organization, is informal in its tone,
and explains and requests the action you expect to be taken.
Paragraph 1 includes the main idea.
Paragraph 2 provides details.
Paragraph 3 requests the action or response.
5. Memorandums do not require a salutation or a closing.
Sample Memorandum
Purpose: To remind members of the SAC about the upcoming movie night.
Audience: Members of the SAC
MEMO
To: All Student Activity Council Members
From: Ms T. Eacher, SAC Advisor
Cc: Mr. A. D. Ministration, Principal Mr. B. D. Min, Vice Principal
Subject: Food Bank Movie Night
Date: November 3, 20XX
As we discussed at our last meeting (Wednesday Nov. 1st), Mr. Eacher has
given us permission to have a movie night on Thursday November 9th in the
school cafeteria from 5pm until 9pm.
Since the movie night is to benefit the food bank at the church, we are
responsible for collecting non-perishable food items from each person in
attendance. We will need to box and transport those items to the church by
Friday the 10th at 9:30am at the latest.
It is advisable that all executive members box all food items Thursday evening
while the members at large (classroom reps), put up all tables and stack the
chairs for the custodians. The SAC executive is to meet me by the cafeteria exit
Friday at 9:00am with the so that we can transport them to
the church.
Use these 10 tips to write a release that will get noticed.
1. Use an active headline to grab the reporter’s attention
The headline makes your release stand out. Keep it short, active, and descriptive; in
other words, use something like “Tom Named Man of the Year” instead of “Tom Gets
Award.”
2. Put the most important information at the beginning
This is a tried and true rule of journalism. The reporter should be able to tell what the
release is about from the first two paragraphs. In fact, chances are that’s all they may
read. So don’t hide good information. And remember the “5 W’s and the H” – make
sure your release provides answers to Who, What, When, Where, Why and How.
3. Avoid hype and unsubstantiated claims
A writer can smell a sales pitch a mile away. Instead of making over-inflated
statements, provide real, usable information. Find legitimate ways to set you and
your company apart. To promote your business, write a release that answers
questions about your business, rather than one that provides only general
statements about how great or interesting your business is without saying why.
4. Be active and to the point
Use language that will get the reader as excited about your news as you are. If they
are not excited, why would they interview you?
5. Keep your release to one page
On the rare occasion, you can opt for a second page if it is necessary to provide
critical details. Otherwise, if you can’t state your message in a page, you’re not
getting to the point.
6. Include a live contact
Make sure your release has a person the journalist can contact for more information.
This person should be familiar with all the news in the release, and should be ready
to answer questions. And issue the release on your company letterhead – it looks
professional and gives the writer another way to reach your firm.
7. Keep lingo to the minimum
If you’re in a technical field, try not to use technical terms. Many reporters are not as
intimate with your company or your industry as you are. Real English, not lingo.
8. Stress benefits
This falls into the category of “don’t say it, show it.” Avoid saying something is
“unique” or “the best.” Instead, show how people will benefit – i.e. save time, save
money, make their life easier, etc.
“Why do people need to know this?”
9. Be specific and detailed
The reader needs to be able to visualize a new product, or know how a new service
works. If in doubt, have someone unfamiliar with your product or service read the
release and ask them to describe what you trying to say. And it’s better to use too
many details than too few.
10. Proofread, Proofread, Proofread
Don’t trust your word processing program to catch errors in grammar and spelling.
Have a few people read the release before sending it out.
BACKGROUND INFO FROM LESSON 6: THE CLIENT &
SITUATION
Indima is one of the most successful football players in the English Premier
League. Being hot-tempered and with an irritable attitude, he promised not to be
violent during football matches, as it has been previously seen whenever things do not
go his way.
Recently, Indima got fouled by an opponent player and decided to settle things
the unconventional way. He went ahead and punched the player several times, and the
referee had no choice but to kick him off the pitch. Later on, in the changing room, he
still showed intention to harm the opponent player.
After the game, Indima was interviewed and said that he was not sorry about
what he had done and he could do it all over again; that player deserves it, he has
no basic skills of playing football, how can he tackle me like that? I promise you that I
am not even sorry about it.
He even went ahead to curse and insult the opponent club during this interview,
stating The entire club is a joke and a disgrace to the football communitythey can
go to hell for all I care.
Following these occurrences, the Federation Internationale de Football
Association (FIFA) has issued a suspension for Indima. He is not allowed to play in
any international or club-level football until the case is over. In addition to this, the
player has also been suspended from training with the club indefinitely with a lot of
concerns around his future as a football player in the league.
In order to troubleshoot this situation, there is different information that needs to
be brought into perspective. Based on the 5Ws of reporting, the first thing that should
be considered is who has been affected most by the situation. Here, the clients image
has majorly been tarnished, and his career is threatened. Apart from him, the club he
represents- in addition to his country- has also been affected by his behaviors. FIFA’s
body is also affected as it requires exhibiting a certain level of discipline through
players.
Secondly, it is important to look at what needs to be done to salvage the situation.
First of all, the world needs to understand this player, and an apology would be
essential in this case. With the apology being highlighted, the apology should follow
with an explanation for the behavior- which would give people the chance to
sympathize with the player. Thirdly, it is crucial to get an idea of when this apology
should be issued. The most appropriate time to do so is before the case escalates. This
way, the consequences can be less severe.
The fourth area to focus on is where the apology needs to be done. Here, the
player should use his personal social media platforms to make a public apology to the
entire football community, to the opponent player, to the home club, as well as the
fans in general. Finally, explaining why he decided to violate the important laws
governing the league will be a crucial step in getting him out of this ugly situation. By
following these steps, the 5ws are instrumental in making informed decisions
regarding the situation.
And finally. The assignment:
Using the 5Ws you compiled from Lesson 6, you are to
create a memorandum for your public relations team
that alerts them to your client’s situation and outlines
what should be done. Use the format for the
memorandum that is included in this lesson to
generate a memo that is appropriate for your purpose
and audience. Be sure to proofread your
memorandum. Remember, this memo is to be to the
rest of your Public Relations team from you, their
boss.
Remember that your client is fictitious and that you are encouraged to place
him or her in a situation that is appropriate for the assignment.
After completing the memorandum to your team, you decide that a press
release would be the appropriate next step.
Write a press release outlining the situation and the next steps that your
celebrity will take to right the wrong that was committed.
EXAMPLE OF THIS :
Sample Press Release
FOR IMMEDIATE RELEASE
Alou Website Design
Slick Town, Ontario – March 6, 2001 (Alou)- Three years ago, Tom Vanderson was at one of
those
proverbial crossroads in life. Having been the victim of downsizing after a corporate merger,
he faced
the decision of whether to continue working for someone else or to start his own business.
Armed with statistics on growing banana consumption, articles on the explosive growth of
the internet
and a third mortgage on his house, Vanderson started the Banana Hut and its Bananadana
Club
Newsletter.
His goal was to build a semi-virtual company. He would handle all the marketing, accounting
and
order taking from his home-based office, while the order fulfillment and warehousing would
be
outsourced.
His internet site is fast loading with quirky banana characters, a section on the history and
lore of
bananas, a contest for newsletter subscribers and over 40 different things to do with
bananas.
Customers can order banana duds and collectables via a secure shopping basket system or
via phone.
The internet site opened in March 1999 to the roaring sound of emptiness. In the world of the
internet, if you build it they will only come if you tell them you exist. Fortunately he also
started to
promote his site.
Now, two years later, the Banana Hut’s internet site brings in 60% of the company’s
revenues.
Vanderson has added a French language section to his website and has a growing base of
customers.
Over 40% of the company’s revenues come from repeat business and customer referrals.
About 20%
of his business comes from overseas customers.
His advice to anyone who is thinking of starting an online business? Don’t get carried away
with the
hype and forget about the basics of selling. Study the direct marketing field in terms of
catalog
structure, language, delivery systems, guarantees and style.
And the Banana Hut? Is it surviving? “Business is five times ahead of 1996”, says
Vanderson. “If we
continue at this pace, 2001 will be a very good year for
bananas.”
You can check them out online (Web address goes here) or call for their free brochure
1-800-555-
5555.
Interview Contact: Tom Vanderson, The Top Banana
Telephone: 800-555-0555
Email address goes here
Web address goes here
Banana Hut
1 Banana Way,
Slick Town, Ohio, 80540 Voice 800-555-5555 or Fax 555-555-5555
##

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