Project Paper

In this project, you will demonstrate your mastery of the following competency:

· Trace the evolution of the communication profession in order to understand and solve contemporary communication problems

Scenario

Logo for Acme Widget Co.

You are the communications director at Acme Widget Co., and you and an administrative assistant are the only members of the communication department for your organization. Your company has been in business for many years selling a wide variety of products, including high-quality toys, games, bicycles, sporting goods, and footwear. The founder’s son, William Widget, is the current CEO. In his role as CEO, William is a bit nostalgic and old-fashioned. He likes to keep things the way they were when his mother was running the business. He is not keen on social media (although the company has a Facebook account, a rarely used Twitter, and a static website—all of which led to a massive increase in sales over the last ten years, but sales have since flattened).

In your role as communications director, you spend a lot of time creating internal communications for the office, stores, and warehouse facilities. You post minimal content to Facebook and have very little time to conduct external communications. You realize that you need to provide strong social media engagement, update the website, and promote the Acme Widget Co. brand. You would like to consider integrating an Instagram account and possibly using Pinterest to expand your social media presence. You would also like to target communications to specific audiences by demographics. You know that you can’t do this alone. In turn, you would like to hire a communications specialist who can support you in these tasks and bring Acme Widget Co. into the twenty-first century. The company’s stakeholders and board members are concerned for the future of the company based on recent stock prices.

You have been granted the opportunity to meet with William Widget, upper management, and two of the board members to persuade them that you need to hire an additional communications team member. You will have to prepare a presentation that demonstrates the opportunities that this additional position can provide for Acme Widget Co. and how it will add depth to the communication opportunities for your company and engage your customers while building brand loyalty.

Woman giving a presentation to a group of adults.

Directions

Your presentation with speaker’s notes has to persuade the CEO to see the evolution of communication and the communications trends that are currently underway and to better understand the current roles that communicators fill in the contemporary landscape. By the end of your presentation, William Widget should understand why it is necessary to create a new position. Along with a title and reference slide, include high-level points as well as detailed speaker’s notes on the following:

· Evolution of Communication: Begin your presentation with 3 to 4 slides that summarize the history and evolution of communication. In particular, be sure to include the following on your slides or in your speaker’s notes:

· Communications Fields: Describe the various fields of the communication profession and how each of them has evolved over time.

· Key Historical Points: Explain any key historical points within the various fields of the communication profession with an emphasis on their relationship to the current and constantly changing communications landscape.

· Current State of Communications: After presenting on the history and evolution of communication, be sure to discuss the current state of communications on your next 3 to 4 slides. Include the following:

· Trends: What are current trends in the various fields of the communication profession? How might these trends have an impact on Acme Widget Co.?

· Technological Advancements: How have technological advancements impacted the various fields of the communication profession? How might these technological advancements have an impact on Acme Widget Co.? Provide recommendations that include present-day technology to improve the current communications at Acme Widget Co.

· Need for Additional Communications Staff: Now that you have presented the facts about the evolution of the communications field, explain to stakeholders in 3 to 4 slides why it is necessary to hire an additional communications staff member. Consider the following questions in making your recommendation: What could this new staff member do to help Acme Widget Co.? Why does the company need to expand its communications department?

· Potential Career Opportunity: Discuss different types of careers or job titles for the potential communications professional you hire. Consider the various roles within the communications field, and propose the role that is most likely to meet the needs of Acme Widget Co.

What to Submit

Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:

Slide Presentation You will submit a 9- to 12-slide presentation (excluding the title slide and reference slide) with accompanying speaker’s notes. The presentation will summarize the evolution and current state of the communication field and persuade leadership that additional communications staff members are required.

Slide Presentation

Which Resources Can Help?

Accurately describes the evolution of various fields of communication

☐ Mastered ☐ Not Yet

· Unit Resources: Communication Fields

Explains key historical points in the evolution of various fields of communication, emphasizing the relationship to the communication landscape

☐ Mastered ☐ Not Yet

· Unit Resources: Evolution of Communication

Describes current trends in the communication profession and their potential impact on the company

☐ Mastered ☐ Not Yet

· Unit Resources: Current Communications Landscape

Proposes effective methods to use technology to improve communications

☐ Mastered ☐ Not Yet

· Unit Resources: Technology and Communications

Summarizes the need for additional communications staff, citing evidence

☐ Mastered ☐ Not Yet

· Unit Resources: Current Communications Landscape

Recommends a communications role with a rationale that discusses different roles and their functions within the communication field

☐ Mastered ☐ Not Yet

· Unit Resources: Communication Fields

General

Which Resources Can Help?

Clearly conveys meaning with correct grammar, sentence structure, and spelling; shows understanding of audience and purpose

☐ Mastered ☐ Not Yet

· Academic Support

Lists sources where needed using citation methods with no major errors

☐ Mastered ☐ Not Yet

1.1 Communication: History and Forms | Communication in the Real World (flatworldknowledge.com)

Unit Introduction
Have you ever considered how humans developed the ability to communicate? In this unit, you will learn about the evolution of human communication from the earliest methods of communicating to the present day.

In order to effectively understand the current state of communications and the need for communications professionals, it is critical to first consider key historical points that led us to where we are today.

As you review the resources in this unit, consider how early methods of human communication are similar to and different from present-day methods of human communication. Also consider how these changes may impact the future of the communications field and the need for additional communications roles and functions.

Unit Resources

Resource: Communication in the Real World, Section 1.1
This FlatWorld resource provides a brief history of communications, and describes how the field has evolved from the “Talking Era” to the “Internet Era.” It also includes an introduction to the various forms of communication. As you read, pay particular attention to what key historical events caused the evolution in each communication era and consider what communication era might be next.

Resource: Understanding Media and Culture, Section 1.3
This FlatWorld resource describes the evolution of mass media and culture. It discusses many key historical figures and moments that led to the current state of media and communications. As you read, consider how the evolution of different types of media has changed various communication fields.

Video: How Language Transformed Humanity (20:04)
In this TED Talk, biologist Mark Pagel proposes a theory to explain why communication is so important with a particular emphasis on oral communication. It provides a foundation for understanding the massive impact communication has had and continues to have on humanity. As you watch, consider the following questions:

· Do people still use the earliest forms of human communication such as “visual theft” today? How?

· Can you think of any regular exchanges that do not rely on language in some form?

Resource: Communication in the Real World, Section 15.1
This FlatWorld resource summarizes the technological advances of the print, audiovisual, and internet and digital media ages. It highlights the massive impact of technology on the communication field. As you read, consider the following questions:

· What are the benefits and drawbacks of technological advances discussed in this reading?

· Which of the technological advancements discussed in this reading do you believe has had the biggest impact on the communication field? Why?

· In reviewing the timelines within this reading, how many of these technological advances have occurred in your lifetime? Consider how many more are likely to occur.

Mark Pagel: How language transformed humanity | TED Talk