Unit 4: Business Environment

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Case Study:

This suggested writing experience will prepare you to “know your audience,” by creating and prioritizing a complete list of public. ‘ACCOR Hotel and Resorts Group’ was established in 1967. Currently, this hotel group owns 5,036 properties worldwide with 739,537 rooms which are categorized in luxury, Premium, Midscale and Economy. This group also has a franchised brand: Banyan Tree Hotels. Congratulations!  You have been hired by ‘ACCOR Hotel and Resorts Group.’ You have been assigned to work on the account of accommodation, food and beverage, tourism options and resort facilities. List, in order of importance, the six main stakeholders that you believe are most important for the revenue of this company. Explain why you believe each is important. For each stakeholder: Explain what the people in the group have in common and why that is important in your public relations efforts to reach them? Describe the information on each public that you need to develop a complete public relations plan. Describe the channels of communication and activities that you will recommend. Explain why you are recommending each. Explain what you will persuade each one to do. Write a sentence or paragraph containing the basic message you want to communicate to this special interest group.

Report Structure:

Students are required to base their Report on the structure as indicated below. Title Page with the student’s name and number, the subject code and title, the name of the lecturer/tutor, and the title of the assessment. Introduction that provides an overview of the theme(s) of the Report and its content; The Main Body should contain the discussion about the following points: List, in order of importance, the six main stakeholders that you believe are most important for the revenue of this company. Explain why you believe each is important. For each stakeholder: Explain what the people in the group have in common and why that is important in your public relations efforts to reach them? Describe the information on each public that you need to develop a complete public relations plan. Describe the channels of communication and activities that you will recommend. Explain why you are recommending each. Explain what you will persuade each one to do. Write a sentence or paragraph containing the basic message you want to communicate to this special interest group. The Conclusion: Summarise your discussion about the audience and the appropriateness of the communication channels recommended by you. Reference List and in-text referencing in APA Referencing Style with a minimum of five (5) sources: a minimum of two (2) academic journal articles and/or texts (e.g. the prescribed texts) AND three (3) other resources; and Relevant Appendices (e.g. charts, graphs, maps) if applicable Professional report format: free of spelling and grammar mistakes; 1.5 spacing, 12pt font in Times New Roman or Calibri.

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