Capstone Project Communications & Media Essay Paper (Essay Sample)
This assignment is designed to help you show the knowledge and skills you have developed over
the course of the semester.
Students will create a comprehensive content strategy for an existing for-profit or nonprofit
organization or political campaign. Students may work directly with an organization as a client and
deliver their content strategy to that organization at the end of the semester, or they may identify
the needs of a real organization and create a content strategy that could hypothetically be
delivered to meet those needs. Either way, the content strategy should be fully executable by the
end of the semester.
This project will require students to submit five deliverables; therefore, work on this project must
take place throughout the course of the semester. Students will be required to identify an
organization or campaign with a problem or opportunity that could be addressed through content
strategy. Then, by December 10, students will submit the following deliverables:
- A Situation Analysis, which assesses of the problem to be addressed and the challenges and
opportunities associated with that problem.
- An Audience Analysis, which specifies the audience to be targeted and justifies the decision to
focus on that audience.
- A Channel Analysis, which articulates the three channels through which content would be
distributed to reach the target audience and justifies why the channels were chosen. (Note: No
more than two of the three channels can be social media channels.)
- Content, including three fully developed, publishable pieces of content for each channel chosen
(for a total of nine posts/pieces of content).
Deadlines & Grading
Written deliverables can be uploaded as one single attachment or as individual attachments,
and.docx, .pdf and .pptx formats are acceptable. Students can earn up to 90 points on this
assignment.
Student’s Name
Institutional Affiliation
Introduction and Background Information
Today, most organizations maintain multiple content creators that are responsible for designing, creating, managing, and distributing company information. Organizational content virtually relates to every functional area in the firm. For instance, the public affairs and marketing departments create information inclined to meet the specific needs of their existing and potential customers as well as for the media and the general public. Content is represented in terms of proposals, speeches, annual reports, presentations, newsletters, and brochures, among others. Information products could incorporate published articles posted on the company's website for meeting the needs of internet visitors. Web portals also deliver the company's content. As well, the human resource department produces conventional materials to be published in different media such as portals, papers, and web for a plethora of target audience. The human resource department also designs and creates information that is useful for personnel training, orientation programs, job openings, descriptions, employee newsletters, as well as company procedures and policies (Rockley, Kostur, & Manning, 2003).
Internal as well as external business information is mostly created, managed, preserved in a technical publication. Technical publication functions primarily prepare information accompanying products, for example, reference documents, application guidelines, online bits of help, and user guides. They also come up with internal documentations that are designed to support products such as reference materials, and specifications for the firm’s forefront support staff. In the contemporary corporate world, human resource and technical support departments have been significantly contributing towards availing private information to external stakeholders over the firm's website. As well, customer service departments are tasked with rapidly responding to clients' requests for assistance as well as information. The customer service functions to effectively respond to clients’ inquiries by creating and maintaining frequently asked questions as well as databases specifically designed to handle organizational problems (Rockley, Kostur, & Manning, 2003).
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