Homework #4 Preparing to speak at Staples, Inc.

1. If I was assisting Ms. Allen with this event I would be interested in reasons why this company is investing to this professional sport, what are the expectations of Mr. Stemberg from this deal and what are the advantages of this investment for the company itself. I would like to know why this speech is so important for Staples, Inc. and what the speech is about, so that I could imagine how I can assist Ms. Allen.

2. The audience is going to be interested but neutral, because Staples, Inc. is making some investments to professional sport and, first of all, it is beneficial for this sport and only then for the company itself. Secondly, Mr. Stemberg is ready to pay $100 million for the right to name an athletic venue, which is the highest sum ever paid, therefore people are interested why he is ready to go for such expenses, what are the advantages for the company. Consequently, Mr. Stemberg should first talk a little about the company and then about his interests in this investment in details, so that audience can understand and believe him. Ms. Allen should also remember about diversity while preparing remarks for Mr. Stemberg, because there are going to be many different people in this conference, including both genders, different ages, also different people with different cultures would be able to see this conference by television, so the speech should be given in a formal way. She also should keep in mind that there would be mass media, so she should choose words properly for not destroying company’s reputation.

3. According to Ms. Allen most executives prefer to speak extemporaneously, but it is better for Mr. Stemberg to prepare in advance, because it is very important speech and he is representing the whole company and he takes a responsibility for every word said by him. Mr. Stemberg should avoid giving too much information about the company and financial deals. He should act legally and ethically.

4. Mr. Stemberg needs some information about an event in order to know what he should speak about, what the main points of his speech should be. He also needs knowing an audience; he should know that both general managers (Dave Taylor of the Los Angeles Kings and Jerry West of the LA Lakers) are going to be there. He should realize that his speech is very important for the company.

5. It would be definitely helpful for Ms. Allen to know what people are talking about this occasion, doesn’t matter who they are, but she should know what others think about it. She can also collect some more information from newspapers, internet, magazines and other sources of information. The obtained information would help her to prepare manuscript. She would know on what aspects it is better to focus based on collected information. For example, if people are in doubt about this occasion, she should try to convince them that it is good deal.

6. I guess that the main goals of Mr. Stemberg and Ms. Allen are not just to get some profits from this deal, but to show their social responsibility, to get respect from around people, to help some sport organizations to develop, to make things that beneficial for society.

7. Shadow audience can be mass media and some competitor organizations. They would listen carefully after each word trying to find something doubtful, something bad in order to fail Mr. Stemberg’s speech. Therefore, Mr. Stemberg should be careful with choosing words and he should learn many things about this event and be prepared for many difficult questions.

8. Mr. Stemberg is the company founder, so I think he knows what to say, how to say, moreover he already made some different performances, so the speech shouldn’t be hard for him. Anyway, it would be better to rehearse at least one time. He would be more confident if he learn more about this event and audience, and prepare some answers for questions that can be asked. In addition, he came from Boston to Los Angeles, so he is in another city and should be polite and show his respectfulness. Moreover, as it is said in the text “a Boston company putting its name on Los Angeles landmark”, maybe local people are not willing to have someone else’s name on their land, so Mr. Stemberg should be prepared for criticism.

Student’s name: Tokanova Botakoz

Student’s ID: 20112331