2. A company employee asked a manager whether a company-requested early retirement would affect the amount of his pension. Here is the answer he received from the manager.

Lack of work in many shops due to decreased programs has caused the Company to ask some employees to take an early retirement. It is regretful that so many people have been hurt — in terms of their career, and in terms of their finances — by the economic stresses we have undergone during the past few years. To maintain a profitable business, however, we cannot afford to keep people on its roll when the jobs are not available. In spite of the unfortunate circumstances which compel the Company to initiate early pensions, it will pay only those benefits to which the employee is eligible under the present contract.

Rewrite this message, making it shorter and clearer. Be tactful, that is, consid­er the feelings of the employee

3. Although the content of a message remains the same, the nature of the audi­ence often determines the writing style. A public health agency, for example, wants to tell people how to avoid winter colds and the flu. It has been decided that three kinds of messages will be prepared:

a) A simple note that can be distributed to children in grade school.

b) A news item in a local newspaper for a general adult audience.

c) An item for a hospital newsletter that provides medical information in lay terms for past, current, and prospective clients of the hospital.

Write a 50- to 75-word article for each of these audiences.

PART ll

1. Review three advertisements in a magazine. In what ways do the advertise­ments use persuasive concepts to sell the products?

2. Persuasive communication uses words and phrases to paint pictures. Select a magazine article, and write down examples of sentences and phrases that the author uses to paint pictures.

3. Product publicity often uses celebrities and experts to build credibility and

acceptance for the product. Select a celebrity and an expert endorser for each

of the following products:

a) an expensive outdoor gas grill

b) a personal computer

c) a new soup

d) suntan lotion

e) hiking boots

Explain your rationale for selecting each individual

4. Knowledge of public opinion and persuasion helps a communicator influence and motivate people. What ethical responsibilities does a persuader have to his or her audience?

PART 111

1. Special events are often organized to generate publicity for an organization Suggest a special event for each of the following:

a) A manufacturer of computers

b) A retail clothing store

c) A hospital

d) A charitable agency

e) An insurance company

f) A university.

2. A fast-food restaurant chain is celebrating its Fifteenth anniversary next year. The owners of the chain see this as an opportunity to garner publicity and perhaps motivate more people to patronize these restaurants.

What activities and special events would you recommend that would attract media coverage?

PART IV

1. Conduct an interview with the editor of an employee newspaper or magazine. What is the policy regarding the use of employee personals like birthdays, anniversaries, and vacation trips?

What procedures are used to ensure that employee privacy is preserved?

2. Conduct an interview with someone in the public relations or human resources department of a company.

What policies should the company have regarding the release of employee information to the news media or others who may request such information?

ACTIVE