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Apologia

Assignment Instructions
Background: Whether it’s a product recall or malicious behavior by employees, companies are launching multi-prong responses that make use of the skills and training that business and technical communicators exemplify.
Unfortunately, there is little information or training available to business and technical communicators regarding responses to accusations of wrongdoing (or apologia). Using rhetorical theory to analyze apologetics in business writing and technical communication will help you gain valuable practice in conflict communication within a corporate structure.
Assignment:
1. First, take some time to research and discuss real product recall situations or accusations of wrongdoing in the news. Look at press releases, corporate websites, and social networking sites that were/are used by the company to address the situation. You are not required to chose something healthcare related, although it would be a great idea!
2. Select a case from the news. Provide a brief analysis of the situation (including what happened, why it was perceived as being wrong, and what the company’s messaging should be to overcome the problem).
3. Devise a plan to address the problem/situation using the corporate website and social networking. Here is an initial list of questions to help you get started:
· What needs to be communicated?
· How can/should the company’s corporate website be used?
· What role can/should social media play?
· What documents will consumers need to see and download?
· Is video important? If so, how? To show a CEO apologize? To demonstrate how to find product numbers and identify recalled products? To provide instructions for fixing a product defect?
4. Discuss the benefits of your plan for the customers and for the company.

Example sources (feel free to use or Google “Company product recalls”):  (Links to an external site.)
· Mattel: Toy recall (Links to an external site.)
·  (Links to an external site.) Baby food recall (Links to an external site.)

Your assignment must include the following:
1. An brief analysis of the situation (1 page):
· Discuss the specific issues
2. Develop a response plan that addresses the following (2-3 pages): a. What needs to be communicated? d. What should the company message be? f. What are the benefits of your plan for the customers and for the company?
3. Be formatted in APA style with APA in-text and Reference Citations (no title page is required)
Rubric
GE Written Assignments_APA_ENG310

GE Written Assignments_APA_ENG310

Criteria
Ratings
Pts

This criterion is linked to a Learning OutcomeAPA (15%)
Assigned number of sources are included in the submission. Research cited is credible, scholarly, recent, and relevant. Citations (both full and in-text) are in standard APA formatting, both within the body of the paper, and in a clear and corresponding full-citation on the references page.

15 to >12.0 pts
Exemplary (15%)
Meets all guidelines with no errors.

12 to >8.0 pts
Accomplished (12%)
Meets all guidelines; contains minor errors.

8 to >2.0 pts
Acceptable (8%)
Meets most guidelines; contains some major errors.

2 to >0.0 pts
Inadequate (2%)
Does not meet the guidelines

0 pts
No Submission

 

15 pts

This criterion is linked to a Learning OutcomeMechanics (20%)
Spelling, punctuation, and grammar are correct. Both sentence and paragraph structures conform to current conventions.

20 to >17.0 pts
Exemplary (20%)
Meets all guidelines with no errors.

17 to >13.0 pts
Accomplished (17%)
Meets all guidelines; contains minor errors.

13 to >5.0 pts
Acceptable (13%)
Meets most guidelines; contains some major errors.

5 to >0.0 pts
Inadequate (5%)
Does not meet the guidelines

0 pts
No Submission

 

20 pts

This criterion is linked to a Learning OutcomeStructure and Organization (15%)
Essay meets minimum length as assigned. Learner utilizes each topic point as a new paragraph and includes support. Work shows logical flow from one topic to the next; transitions are used.

15 to >12.0 pts
Exemplary (15%)
Meets all guidelines with no errors.

12 to >8.0 pts
Accomplished (12%)
Meets all guidelines; contains minor errors.

8 to >2.0 pts
Acceptable (8%)
Meets most guidelines; contains some major errors.

2 to >0.0 pts
Inadequate (2%)
Does not meet the guidelines

0 pts
No Submission

 

15 pts

This criterion is linked to a Learning OutcomeIntroduction and Conclusion (15%)
The introduction “hooks” the reader, orients the reader to the purpose of the essay, states a thesis, and provides an overview of the main points to be covered. The conclusion reiterates the purpose of the essay, restates the thesis, recaps the main points covered in the essay, and concludes without presenting new information.

15 to >12.0 pts
Exemplary (15%)
Meets all guidelines with no errors.

12 to >8.0 pts
Accomplished (12%)
Meets all guidelines; contains minor errors.

8 to >2.0 pts
Acceptable (8%)
Meets most guidelines; contains some major errors.

2 to >0.0 pts
Inadequate (2%)
Does not meet the guidelines

0 pts
No Submission

 

15 pts

This criterion is linked to a Learning OutcomeBody (25%)
The essay has the assigned amount of main points, presented as complete paragraphs. Paragraphs present a topic, provide an explanation of the topic, present credible evidence (through case studies, statistics, documentary evidence, academic books or journal articles, etc.) and considers the strengths and weaknesses of that evidence. Paragraphs provide a direct link to the purpose of the essay, and make clear how the main point relates to the overall thesis.

25 to >20.0 pts
Exemplary (25%)
Meets all guidelines with no errors.

20 to >15.0 pts
Accomplished (20%)
Meets all guidelines; contains minor errors.

15 to >7.0 pts
Acceptable (15%)
Meets most guidelines; contains some major errors.

7 to >0.0 pts
Inadequate (7%)
Does not meet the guidelines

0 pts
No Submission

 

25 pts

This criterion is linked to a Learning OutcomeFormatting (10%)
Submission is in standard APA formatting (Times New Roman, 12 pt font, double-spaced, 1-inch margins). Any special formatting required as outlined in the assignment prompt and instructor’s notes are followed.

10 to >8.0 pts
Exemplary (10%)
Meets all guidelines with no errors.

8 to >6.0 pts
Accomplished (8%)
Meets all guidelines; contains minor errors.

6 to >2.0 pts
Acceptable (6%)
Meets most guidelines; contains some major errors.

2 to >0.0 pts
Inadequate (2%)
Does not meet the guidelines

0 pts
No Submission

 

10 pts

Total Points: 100

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