Because of its expertise in business communication, your team has been called in to consult on a company’s digital communication practices. It is your job to analyze the company’s digital footprint (their website and use of social media) to identify their communicative strengths and weakness and to make recommendations for improvement.
You will choose a company whose web presence you wish to analyze and use what you have learned so far in this course to prepare a 10- to 12-minute presentation using slides in which you present your findings to the company.
Take care when choosing your company. A large international corporation makes a bad choice—their web presence will be too extensive and too carefully curated by an army of publicists and marketers. A small or midsized local company—a restaurant, a store, a museum or civic group—make better subjects for this project.
This assignment combines two common business communications genres: the recommendation report and the visual presentation. In addition to our scheduled textbook readings, you might also want to look at the section on "Recommendation Progress Reports" on page 568 and browse the internet for additional information about recommendation reports.
Of course you should follow the guidelines for preparing a good presentation in Chapter 19, but pay special attention to the checklist for oral presentations on page 640 as well as the tips on slide design on page 630.
To help you analyze the site, use the articles from this unit and what you have learned so far in this course about effective business communication. You may want to review pages 174–176 in the visuals chapter for information on effective web page design.
Also, you should keep in mind that you are presenting your material to your client company, so remember to speak to your audience and think about how you can build or maintain goodwill, even when you are pointing out the shortcomings of their website. You may want to quickly review the techniques you learned in Chapter 3 on goodwill and Ch. 10 on negative messages.
Turn It In
Your presentation will be delivered in class the week of November 4. Specific presentation times will be determined in class the week before.