Strategic Plans

Evaluations and 
Observations
Teamwork varied widely
n	generally good experiences
n	some tensions, resentments
n	common problem: not starting soon enough
n	doing only ÒmyÓ part
Teamwork varied widely 
n	Teams worked least well in assigning tasks
n	Meeting times also a problem
n	DidnÕt distinguish between leader and ÒcopÓ
Overall:
n	Most reports descriptive, not analytical
n	Very little market knowledge demonstrated
n	Most believed everything interviewees said; reports 
	read like sales brochures
Key Weaknesses
n	Most reports depended largely on interviews; not 
	enough research with listeners, underwriters, 
	competitors (!), trade journals, books, newspapers.
n	Reports too informal in style; presentations just 
	reading the report. 
Presentations
n	Some presentations not well rehearsed
n	Some speakers spoke too fast, too softly, or 
	mumbled
n	More video, audio clips needed
n	No one provided an agenda to help the audience
Presentations
n	Generally, more visual support needed
n	Overheads should be consistent in style
n	What about an organizational chart?
Reports
n	Some reports mere compilations, not single effort (5 
	typefaces)
n	Lack of editing evident (spelling, grammar)
Other observations:
n	 Graphs, charts needed for  audience, financial data
n	Diversity issues not mentioned 
n	Problems with mission, vision statements (really 
	descriptions, too long)
n	Few performance indicators
What your colleagues said:
n	YouÕre easy graders
n	But critical of speaking too fast, or reading from 
	notes
n	Complained about repitition (lack of coordination 
	among members)
Grades
n	Possible points: 65
n	30 points: report
n	30 points: presentation
n	5 points: colleaguesÕ assessment
Briefing Paper 
n	Report for CEO or board chair
n	Presented in class and as written report. 
n	10-12 pages (no fewer than 8 pages)
n	Charts, graphs extra
I. Executive Summary
n	Not more than 1 page
n	Summarizes the entire report 
n	Write this section last
II. Backgrounder
n	Explain the issue 
n	Describe the market (local and national)
n	Demonstrate knowledge of:
o	 industry (tv, radio, cable), 
o	market (State College, etc.),
o	of the issue
III. Benchmarking
n	What other organizations are doing
n	Provide at least one local, one national example 
IV. Implications
n	What does this issue mean for your organization?
n	What could/will happen as a result?
V. Recommendations
n	What should your organization do?
n	Be specific. Provide action steps
Expect to:
n	Do research in journals, newspapers, books, WWW
n	Present footnotes/references to the material you've 
	researched. 
n	Have questions--feel free to call or send me an e-mail 
t	o ask those questions. 
Expect to:
n	Use data (ratings, programming costs, % of radio 
	stations in particular formats, etc.). 
n	Ask a professional for feedback