Case Study
EXECUTIVE COMMUNIQUE 1 And 2
1. SHORT PUBLIC SPEECH I wrote the following speech in response to a last-minute request from a global Bank???s regional vice president. This Charlotte-based executive wanted to deliver a roughly 90-second message to local business leaders
Full Text
1. SHORT PUBLIC SPEECH
I wrote the following speech in response to a last-minute request from a global
Bank???s regional vice president. This Charlotte-based executive wanted to
deliver a roughly 90-second message to local business leaders to introduce the
city???s newly-elected mayor and assert this Bank???s commitment to his
administration and to working together to rebuild the city???s economic prowess.
I???d like to start off saying that we are in a time of new beginnings and energized
optimism about the coming years. We made it through a recession, the economy is
beginning to brighten and Charlotte has a strong new leader. These are encouraging
developments as we work together to restore balanced growth to the region.
(REASSURANCE) - It???s reassuring, especially in tough economic times, to gain a
visionary who can look out and see great opportunity for our city, our communities and
our shared interest in contributing to the local and global business economies. That???s
where all of our interests meet. And that???s why we???re here today.
(COMMITMENT) - XXX Bank is utterly committed to investing and growing in the
Charlotte area, one of the top priority markets in our entire Southeast footprint. And
with Mayor Anthony Foxx, we have not only a visionary, but a true believer in what we
can accomplish together through our determination and our solidarity.
(LOOP CLOSER) - Yes, we???ve all been challenged by the economic toll of recession. But
the fact is that energy, education and most of all financial services will remain locally
and globally critical industries. And from this vantage here today, all I can see is
upward.
(Bobby - you can add any additional comments here.)
I???d like to close by saying that we stand firmly alongside Mayor Foxx???s vision of hard
work, open dialogue and change. And we look forward to the opportunity to nurture that
change so we can all continue to flourish, here in Charlotte, in the Southeast and across
the global landscape beyond.
Thank you.
2. CRISIS RESPONSE MESSAGE
TO: ALL EMPLOYEES
FROM: CEO
A Canadian global bank???s U.S. subsidiary faced a major crisis nationwide. Major
data errors in consumer accounts fueled outrage. Customers lined up in droves
at branch locations and other offices to demand answers. Employees at these
locations were overwhelmed and upset. Senior management feared many
would leave. I was asked to write a message of consolation and thanks to all
U.S. retail employees, straight from the desk of the CEO. I had it done and
submitted within 2 hours. Within 12 hours, we
I wrote the following speech in response to a last-minute request from a global
Bank???s regional vice president. This Charlotte-based executive wanted to
deliver a roughly 90-second message to local business leaders to introduce the
city???s newly-elected mayor and assert this Bank???s commitment to his
administration and to working together to rebuild the city???s economic prowess.
I???d like to start off saying that we are in a time of new beginnings and energized
optimism about the coming years. We made it through a recession, the economy is
beginning to brighten and Charlotte has a strong new leader. These are encouraging
developments as we work together to restore balanced growth to the region.
(REASSURANCE) - It???s reassuring, especially in tough economic times, to gain a
visionary who can look out and see great opportunity for our city, our communities and
our shared interest in contributing to the local and global business economies. That???s
where all of our interests meet. And that???s why we???re here today.
(COMMITMENT) - XXX Bank is utterly committed to investing and growing in the
Charlotte area, one of the top priority markets in our entire Southeast footprint. And
with Mayor Anthony Foxx, we have not only a visionary, but a true believer in what we
can accomplish together through our determination and our solidarity.
(LOOP CLOSER) - Yes, we???ve all been challenged by the economic toll of recession. But
the fact is that energy, education and most of all financial services will remain locally
and globally critical industries. And from this vantage here today, all I can see is
upward.
(Bobby - you can add any additional comments here.)
I???d like to close by saying that we stand firmly alongside Mayor Foxx???s vision of hard
work, open dialogue and change. And we look forward to the opportunity to nurture that
change so we can all continue to flourish, here in Charlotte, in the Southeast and across
the global landscape beyond.
Thank you.
2. CRISIS RESPONSE MESSAGE
TO: ALL EMPLOYEES
FROM: CEO
A Canadian global bank???s U.S. subsidiary faced a major crisis nationwide. Major
data errors in consumer accounts fueled outrage. Customers lined up in droves
at branch locations and other offices to demand answers. Employees at these
locations were overwhelmed and upset. Senior management feared many
would leave. I was asked to write a message of consolation and thanks to all
U.S. retail employees, straight from the desk of the CEO. I had it done and
submitted within 2 hours. Within 12 hours, we