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Chapter 3b: Discussion Questions & Activities

Discussion Questions for Chapter 3b

  1. What are the three main types of business announcements, and how does the tone typically differ between them?
  2. When is it most appropriate to use a direct vs. indirect organizational strategy?
  3. Why might a company choose to “bury” the main idea in the middle of an announcement?
  4. How can an announcement help manage negative stakeholder reactions in the context of sustainability?
  5. What are some risks of poorly written announcements when communicating sustainability-related bad news?
  6. In the direct announcement example in Appendix I, where can you find the main idea, the good news? How does the beginning help prepare the audience for the news? What is the “call to action” in the end?
  7. In the direct announcement example in Appendix II, where is the main idea stated, the neutral announcement? How does the middle section help support the main idea? What is the “call to action” in the end?
  8. In the indirect announcement example in Appendix III, where is the bad news? How does the buffer help prepare the audience for the news?
  9. What is a newsletter and when is it used? How does it differ when it is written for an internal audience versus external?
  10. Imagine your company is leaving a sustainability partnership due to budget cuts. How would you announce this similarly, or differently, if you made the announcement internally (such as to co-workers or employees) versus externally (such as to shareholders or the public at large)?

Activity 1: Evaluate the Announcements in this Chapter

Objective: Examine the language and tone of the selected announcement, assess how effectively it reflects the firm’s commitment to its investors and its stance on climate-related risks; critique the introduction, body, conclusion, and delivery method of the announcement; identify any areas where the written organization could be improved for better coherence and impact; and suggest potential enhancements for clarity and conciseness.

Instructions: Evaluate the clarity and conciseness of one of the announcements in this chapter appendix. Write 2-4 paragraphs answering one or more of these questions:

  1. Discuss how the organization of the content and the use of specific details contribute to or detract from the overall clarity of the message.
  2. Analyze the word choice and tone used in the announcement. How does the language reflect the firm’s commitment to its investors and its stance on climate-related risks?
  3. Identify specific examples of words or phrases that contribute to the tone of the message and discuss their effectiveness in conveying intentions. Did any sound political? What made you think so?
  4. Assess the effectiveness of the introduction, body, and conclusion in guiding the reader through the main idea. Are there any areas where the organization could be improved for better coherence and impact?
  5. Are there any sections, words, or phrases that you find particularly clear or unclear?
  6. Suggest any improvements that could enhance the clarity and conciseness of the announcement, such as words, phrases, information, sections, or more.
  7. Was it appropriate to post this announcement on their website? Why do you think so? How else could the firm communicate this message (e.g., email, video, letter, phone call)? How would the method of communication impact its message?

 

 

Activity 2

Activity 2a: Compare The Three Announcements in the Appendix

Objective: Compare and contrast the language, tone, and organizational structure of announcements from different organizations; assess how effectively each announcement reflects the firm’s commitment to its investors and its stance on climate-related risks; critique the introduction, body, conclusion, and delivery method of both announcements, identifying any areas for improvement and suggesting potential enhancements for clarity and conciseness.

Instructions:

  1. Select two announcements on a company’s stance on sustainability that could be seen as politically swayed. They can from the chapter (e.g., the BlackRock and Vanguard announcements).
  2. Write 3-5 paragraphs comparing and contrasting the two announcements, answering the following questions:
    1. How does the organization of each announcement and the use of specific details contribute to or detract from the overall clarity of the message? Which announcement is more effectively structured, and why?
    2. Analyze the word choice and tone used in each announcement. How does the language in each reflect the firm’s commitment to its investors and its stance on climate-related risks? Which announcement uses language more effectively, and how?
    3. Identify specific examples of words or phrases from each announcement that contribute to the tone of the message. Discuss their effectiveness in conveying the firms’ intentions. Did any sound political? What made you think so?
    4. Assess the effectiveness of the introduction, body, and conclusion in each announcement in guiding the reader through the main idea. Are there any areas where the organization could be improved for better coherence and impact? Which announcement is more effective in this regard?
    5. Are there any sections, words, or phrases in either announcement that you find particularly clear or unclear? Suggest any improvements that could enhance the clarity and conciseness of each announcement.
    6. Evaluate whether it was appropriate to post these announcements on the firms’ websites. Why do you think so? How else could the firms communicate these messages (e.g., email, video, letter, phone call)? How would the method of communication impact their messages?

Activity 2b: Compare Announcements Across Countries

Objective: Compare and contrast the language, tone, and organizational structure of one announcement from the chapter (e.g., the BlackRock or Vanguard announcement) with an announcement from a financial firm in another country (e.g., Denmark, Germany, China, India, South Africa). Assess how effectively each announcement reflects the firm’s commitment to its investors and its stance on climate-related risks. Critique the introduction, body, conclusion, and delivery method of both announcements, identifying any cultural or contextual differences and suggesting potential enhancements for clarity and conciseness.

Instructions:

  1. Select one announcement from the chapter (e.g., the BlackRock or Vanguard announcement) and one announcement from a financial firm in another country (e.g., Denmark, Germany, China, India, South Africa). Some can be found below:
  2. Write 3-5 paragraphs comparing and contrasting the two announcements from different countries, answering the following questions:
    • How does the organization of content in each announcement compare? Provide specific examples from each announcement.
    • Compare the word choice and tone used in each announcement. How do these elements reflect the respective firm’s commitment to its investors and its stance on climate-related risks?
    • Were the announcements translated from another language? If you are familiar with the language, explain how the translation changed the meaning. Another option is to discuss if translating the announcement could change its meaning (in specific words or information overall).
    • How do cultural and contextual differences between the two countries influence the language and framing of the announcements? Provide examples to support your analysis.
    • Evaluate the use of specific details in each announcement. Which announcement provides more concrete examples, and how does this affect the clarity and persuasiveness of the message?
    • Compare the effectiveness of the introductions and conclusions in each announcement. How well do they guide the reader through the main ideas and set the tone for the message?
    • Analyze the use of potential political influence in each announcement. Are there any words or phrases that seem politically charged or biased? How do these choices impact the overall message?

Assess the appropriateness of the chosen delivery methods (e.g., website posting) for each announcement. How might the method of communication impact the effectiveness and reception of the message in each country?

 

 

Activity 3: Create an Effective Corporate Announcement about Joining or Leaving an Initiative for Environmental Accountability in the Form of a Newsletter

Objective: Develop an announcement that effectively communicates a firm’s commitment to its investors and its stance on climate-related risks; focus on clear and concise language, proper organization, and a tone that reflects the firm’s values; critique the introduction, body, conclusion, and delivery method for coherence and impact, and suggest potential enhancements.

Instructions: Based on the discussions and evaluations of announcements in this chapter, create your own effective corporate announcement. Follow these steps:

  1. Choose a Business/Nonprofit. It could be a real or hypothetical business or nonprofit.
  2. Choose a Scenario: Select a scenario related to a firm’s response to climate-related risks, a new sustainability initiative, or a change in investment strategy. Decide if it will leave or join one of the following initiatives:
    • Climate & Carbon Reduction Initiatives. Carbon Neutrality Protocol (PNC) is a framework for organizations to measure, reduce, and offset their carbon footprint to achieve carbon neutrality. [1] It provides a structured approach to inventorying greenhouse gas (GHG) emissions and implementing reduction strategies. [2] World Business Council for Sustainable Development (WBCSD) is a CEO-led organization of over 200 businesses working to accelerate the transition to a sustainable world. WBCSD has various programs and projects focused on climate, energy, and the circular economy. [3]
    • Biodiversity, Land, and Water Protection. The Business for Nature Coalition is a global coalition of forward-thinking businesses and conservation organizations advocating for a nature-positive world. The coalition mobilizes businesses to take action on biodiversity and push for stronger policies. [4]
    • Cross-Sectoral or Investment-Focused. Global ESG Disclosure Initiative (GEDI) is a coalition of major financial firms and other organizations that aims to standardize and improve corporate ESG reporting globally. It works to create a common language for environmental, social, and governance disclosures, which helps investors and other stakeholders compare company performance. [5]
  3. Decide how the announcement impacts the audience. Is it a good news, neutral, or bad news message? See tips and examples below.
  4. Choose to write a good news, neutral, or bad news message:
    • Good News Announcement:
      • Start with an attention-grabbing first sentence giving the good news right away.
      • Use creative word choices and maintain a lively tone.
      • Include the who/what/when/where:
        • Who needs to know this news and who is involved in creating and delivering it?
        • What is the key information that needs to be communicated?
        • Why is this information relevant, important, or worthy of attention?
        • When should the news be made public to employees?
        • How are you going to distribute the news?
    • Neutral Announcement:
      • Start with the announcement in the first sentence.
      • Provide specific facts and dates supporting the decision.
      • Include the who/what/when/where/why information from the good news announcement above.
        • Who needs to know this news and who is involved in creating and delivering it?
        • What is the key information that needs to be communicated?
        • Why is this information relevant, important, or worthy of attention?
        • When should the news be made public to employees?
        • How are you going to distribute the news?
      • End with a clear call to action; the reader will wonder “what’s in it for me?” and “what should I do with this info?” or “where should I go if I have questions?”
    • Bad-News Announcement:
      • Start with a buffer as a first sentence. It could be establishing common ground (e.g., “We all know this year has had its ups and downs”), complimenting the audience (e.g., “Your hard work has not gone unnoticed during these challenging times”), and/or showing gratitude for the audience’s attention (e.g., “We appreciate your commitment and patience as our building was under construction”).
      • Mention the bad news somewhere in the middle of the message. It could be implicit or explicit.
      • Focus on the future by suggesting what the reader can do from now on or how this decision will benefit the long-term.
      • End with a call to action such as steps that could be taken or ideas of what to do with this bad news.
  5. Draft the Announcement: Write an announcement that is 2-4 paragraphs long, ensuring that it includes components depending on the type of message it is.
  6. Put it in a Newsletter Format. If you use Word, go to File, New from Template, then search for newsletters. Otherwise you can create your own newsletter template or find one online.
  7. Evaluate Your Announcement: After drafting your announcement, answer one or more of the following questions in 2-4 paragraphs:
    • Discuss how the organization of the content and the use of specific details contribute to or detract from the overall clarity of the message.
    • Analyze the word choice and tone used in the announcement. How does the language reflect the firm’s commitment to its investors and its stance on climate-related risks?
    • Identify specific examples of words or phrases that contribute to the tone of the message and discuss their effectiveness in conveying intentions. What made you think so?
    • Are there any sections, words, or phrases that you find particularly clear or unclear?
    • Is the message appropriate for this specific audience? For example, if it is for an internal audience, does it help foster trust within your organization? If it is for an external audience, do you encourage engagement such as by clicking on your website or following you on social media?

 

Rubric for Evaluating Corporate Announcements

Each criterion will be evaluated on a scale of 1 to 5, with 5 being very satisfactory and 1 being unsatisfactory.

Criteria 5 (Very Satisfactory) 4 (Satisfactory) 3 (Average) 2 (Below Average) 1 (Unsatisfactory)
Clarity The announcement is exceptionally clear and free from ambiguity. The announcement is mostly clear with minor ambiguities. The announcement is generally clear but contains some ambiguities. The announcement is often unclear and has multiple ambiguities. The announcement is unclear, difficult to understand, or did not sound authentic.
Conciseness The message is succinct and to the point, without unnecessary details. The message is concise but has minor unnecessary details. The message is somewhat concise but could be more succinct. The message is lengthy or incomplete with several unnecessary details. The message is overly lengthy, incomplete or filled with unnecessary details.
Organization The announcement has a logical flow with a clear introduction, body, and conclusion. The announcement is well-organized with minor logical flow issues. The announcement is generally organized but lacks a clear logical flow. The announcement is poorly organized with significant logical flow issues. The announcement lacks any organization or logical flow or was plagiarized.
Tone The language perfectly reflects the firm’s values and commitment to investors and climate-related risks. The language reflects the firm’s values and commitment with minor inconsistencies. The language somewhat reflects the firm’s values and commitment but lacks consistency. The language rarely reflects the firm’s values and commitment, seems robotic in many areas, or too informal in many areas. The language does not reflect values or commitment, sounds robotic, or too informal.
Newsletter Format The newsletter effectively engages the target audience and is visually appealing. The newsletter mostly engages the audience but could be more visually appealing. The newsletter somewhat lacks engagement and/or visual appeal. The newsletter fails to engage the audience or needs too much work to be visually appealing. The newsletter does not engage the audience with unique visual appeal or newsletter is missing.
Content Accuracy The announcement provides accurate and relevant information. The announcement is mostly accurate with minor errors. The announcement has some accurate information but also contains errors. The announcement contains significant inaccuracies. The announcement is mostly inaccurate.
Specific Details The announcement includes specific details that enhance clarity and comprehension. The announcement includes some specific details but lacks comprehensiveness. The announcement includes few specific details, affecting clarity. The announcement lacks specific details, leading to confusion. The announcement has no specific details, making it difficult to understand.
Introduction The introduction clearly states the purpose and engages the reader. The introduction states the purpose but with minor engagement issues. The introduction somewhat states the purpose but lacks engagement. The introduction barely states the purpose and does not engage the reader. The introduction does not state the purpose and fails to engage the reader.
Conclusion The conclusion reinforces the main message and indicates next steps clearly. The conclusion mostly reinforces the message with minor clarity issues. The conclusion somewhat reinforces the message but lacks clarity. The conclusion barely reinforces the message and is unclear about next steps. The conclusion does not reinforce the message and does not indicate next steps.
Proofreading and Grammar The announcement is free from grammatical errors and typos. The announcement has minor grammatical errors and typos. The announcement contains some grammatical errors and typos. The announcement has frequent grammatical errors and typos. The announcement is filled with grammatical errors and typos.

 

[1] Carbon Neutral. (n.d.). The CarbonNeutral Protocol. From https://www.carbonneutral.com/the-carbonneutral-protocol

[2] Global Carbon Project. (n.d.). Global Carbon Project. From https://www.globalcarbonproject.org/

[3] World Business Council for Sustainable Development. (n.d.). World Business Council for Sustainable Development. From https://www.wbcsd.org/

[4] Business for Nature. (n.d.). Business for Nature. From https://www.businessfornature.org/

[5] Archives. (n.d.). Integrated Disclosure Project. https://theidp.io/resources/

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Communicating Environmental Sustainability in Business for Global Audiences Copyright © by Marie Moreno. All Rights Reserved.

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