Creating Strategic Change

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Step 1: Interview

Talk to several long-term members of your organization. Ask them to tell you a few specific stories that would define what your organization is and how communication is a part of that. Be persistent and probe with questions to dig deeper and uncover patterns. As you listen to the stories, go beyond the end of the story: Look for lessons and themes. Examine the organizational truths that revolve around the following themes:

· Technical innovation

· Customer focus

· Specific market niche

· Fiscal responsibility

· Value of the organization’s employees


Step 2: Essay

Document your interview in an essay of 1800 words. Remember to highlight the uncovered themes from above. Support your ideas with at least three (3) citations from the text and outside credible resources. Make sure to reference the citations using the APA writing style for the essay. The cover page and reference page do not count towards the minimum word amount.

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