Speaking Notes for CEO

ALR383 Assignment 2: Lobbying Strategy (individual assessment) Weighting: 50% Word count: 2,000 word equivalent (+/- 10%) Submission format: Professionally formatted Word file. You may also submit a PDF file if you are concerned about formatting errors. However, you must still submit a Word file version. Due date: Friday 21 May, 2021 (8.00pm) Referencing: Oxford system. https://www.deakin.edu.au/students/studying/studysupport/referencing/oxford Instructions This individual assessment draws on the Background Brief you completed with your group for Assignment 1. You can NOT change your issue or organisation, but you can address any A1 marking feedback. In A2 you will prepare a Lobbying Strategy that includes a short proposal for a communication plan which makes initial recommendations for your organisation’s lobbying strategy. Your lobbying strategy will include the following sections: Title page – not included in the word count Executive summary – 200 words Table of contents – not included in the word count. You must use the Table of Contents (TOC) function in Word to construct a professional TOC. Do NOT create one manually. 1. Introduction – 150 words approx. 2. Research – 250-300 words approx. Draw on relevant information from A1. You cannot cut and paste. You will rewrite and summarise key information from A1 which is salient to and informs your lobbying strategy. Note: Turnitin will indicate any 'cut and paste' work. 3. Target publics – 150-200 words approx. 4. Goals and objectives (SMART) – 200 words approx. 5. Communication strategy (specific tactics as applied to specific audiences with specific key messages) – 250 words approx. Appendices (see below for instructions for Appendix 1 and 2) ! Appendix 1: Speech – 500 words approx. ! Appendix 2: Letter – 250-300 words approx. ! Appendix 3: Reference list – not included in the word count Note: ! Use the section numbering indicated above. ! Insert page numbers and your name in the footer on all pages except the Title Page and Table of Contents. 2 ALR383 Assignment 2 Tactical devices (included in the A2 Appendices) You will plan and write two tactical devices consistent with your issue, scenario and communication plan. They will be: • persuasive, • aligned to your objectives, and • oriented to the needs of the audience. You must research and understand your audience – their attitudes, opinions and motivations. Draw on the group’s research conducted for A1 and any additional research you deem necessary to help you complete these tasks. Tactical device 1: Write a four-minute speech to be delivered at community forum by your organisational spokesperson (e.g. CEO or Public Affairs Manager, etc.). You are to assume the spokesperson will address an audience that is either hostile and/or strongly opposed to your organisation’s position in relation to the proposed legislative or regulatory/policy change. Your speechwriting goal is to mount arguments that will encourage your audience to at least consider your organisation’s position. (Normally such a speech will include a Welcome to Country and acknowledgements of other VIPs, dignitaries, etc – these will be attached in a speech template in the assignment resources.) In summary: carefully consider your word choice, phrasing and argument structure. Demonstrate that you understand your audience's perspective and concerns. (500 words) Tactical device 2: On behalf of your organisation write a letter to a politician or a key stakeholder group who is undecided on the issue. Your goal is to persuade them to support or to consider support for your organisation’s position. You must demonstrate understanding of your audience and use a style, tone and language appropriate to your audience. (300 words) Note: ! Use appendices can include other relevant material as required. Apart from the tactical devices, anything you include in the appendices will not be included in the wordcount. ! As with A1, if you use information gathered from a secondary source in your A2 Communication Plan you must reference it using the Oxford referencing style (footnotes) – this draws on the skills developed in A1. (Students going on to complete ALR300 Public Relations Campaigns will also be required to use the Oxford referencing system.)