Mass Communication and Public Relations

COM 101 Assignment 3
Mass Communication, Advertising, & Public Relations Module

Assignment 3: Identifying publics

Many organizations undertake PR efforts to communicate how they are trying to make positive social and environmental changes that benefit society. One such organization is Delta Airlines. The following text (in Italics) appears on their website:

Our Purpose
As a purpose-driven brand, we connect people to opportunities while expanding the understanding of our planet and the people within it. Both in the air and on the ground, we are focused on lowering our carbon footprint, furthering an equitable work environment that values diversity and inclusion and living these values in the communities where we live, work and serve.

Become Net Zero. Reduce Waste. .
There is no substitute for the power of travel to connect people,sowe’ve committed to investing $1 billion by 2030 to reduce carbon emissions and waste, and establish new, innovative projects for a more sustainable future.

Diversity, Equity & Inclusion
Connect the world. Reflect the world. Respect the world.
Our purpose is beyond flight. We have set clear goalsof actively seeking diversity, boldly pursuing equity, and consciously promoting inclusion. In 2020, Delta committed to equity and being an anti-racist, anti-discrimination organization. To achieve this goal, we are removing barriers, , and being transparent about our progress.

Community Engagement
Invest in Progress. Cultivate Relationships. Be a Strong Partner.
As a global airline, we connect with the communities where our employees live, work, and serve.Through strategic nonprofits in these communities, we to by focusing our resources on the environment, equity and education.

Each of these four messages has specific internal and external publics and audiences to which they are aimed. Respond to the following prompts. Write concisely, in full sentences, and label your answers (a) through (d).

Identify one internal public that Delta would communicate one of the four messages to, clearly state which of these four messages should be communicated to that internal public, and explain why it is important for the organization to communicate this message to that public.
Identify one external public that the organization would want to communicate one of the four messages to, clearly state which of these four messages should be communicated to that external public, and explain why it is important for the organization to communicate this message to that public. You may choose the same message that you wrote about in (a) as long as you provide a strong and logical justification for why that message needs to be communicated to that external public too.
For the external public you identified in (b), what is one communication objective of communicating this message? Follow all the rules of writing a good communication objective.
Assume you are the for Delta Airlines. Write one tweet to be published on Twitters official corporate account that achieves the communication objective you listed in (c). Use a maximum of 280 characters (not words, includes spaces), and do not use a Twitter thread. Include the number of characters at the end for reference.You CAN reuse some of the text from the original message.

Requirements: Minimum 150 words, maximum 300. Use full sentences, proper grammar, and a formal tone (no colloquial language, no I/me/my/our/your, etc. except for tweet). Use only .doc or .docx; no .pdf, GDocs or .pages.

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