PUBLIC WRITTEN COMMUNICATION
PUBLIC WRITTEN COMMUNICATION
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Introduction
The specific scenario for which the message has to be communicated to internal and external stakeholders is the expansion of Silver Slate Real Estate by forming an affiliation with Capstone Realty Limited. In that case, Silver Slate Real Estate must communicate this new business association to its internal stakeholders (employees and property management professionals) and external stakeholders (investors, customers, and professional from Capstone) to prepare them to accommodate and collaborate with those from Capstone Realty Limited. These stakeholders need to know about the new ways of brokerage, property sale, and handling customer service operations. Property management professionals and employees are essential internal stakeholders because they sell real estate to customers and engage with them directly and will continue to do so even after the affiliation has been established. Investors and customers are the immediate external stakeholders because they are the purchasers of properties and real estate services, implying that they must know the new changes. To convey the message about the affiliation to these external stakeholders, the most appropriate tool is a press release. On the other hand, the same message will be communicated to the internal stakeholders using a multimedia video presentation.
Press Release to External Stakeholders
Silver Slate Real Estate Awards Affiliate Status to Capstone Realty Limited
Posted By: Silver Slate Real Estate; Published: January 13, 2020, 9:25 AM; In: The Trader Magazine
Silver Slate Real Estate is proud to announce that Capstone Realty Limited has joined the leading network of real estate broker in Indiana specialising in and dedicated to the sales and marketing of high-value property assets. Silver Slate Real Estate has been leading in the luxury real estate business and has decided to grant affiliate status to Capstone Realty that has about 110 real estate professionals operating from five offices in Indianapolis. The affiliate status was effective beginning January 01, 2020. With the strategic locations of these offices, Capstone Realty will endeavour to exclusively represent the Silver Slate brand in Indiana. Currently, Silver Slate Real Estate is the leader in the region, and as Capstone Realty joins this judiciously selected firm of brokerages, the company hopes to maintain its established success in high-value property sales and exemplary customer services.
Philips Kennan, the Vice President of Silver Slate says: “Silver Slate Real Estate has built its reputation for outstanding professionalism, integrity, aesthetic client service, and honest business engagements, which has earned significant respect for the enterprise thought the metro Indianapolis market.” The Vice President adds that: “Our brokerage brings together an excellent team of high-profile luxury real estate professionals in the region, and so, it is our joy to invite Capstone Realty to be part of this celebrated Silver Slate network.
In the region, close competitors have as many as 1,000 offices and 30,000 property management professionals. Also, Silver Slate Real Estate has more than 5,200 properties priced over 1.2 million dollars posted on its official website www.silverslaterealestate.com. Additionally, several luxury condos, lofts, and houses can be viewed on Capstone’s official website www.capstonerealty.co.us. These property items, together with over 550 luxury homes that are already on the market in Indianapolis priced over 1.43 million dollars, indicate that the affiliation will be a worthy deal.
“We express our gratitude to Silver Slate for allowing us to be affiliated with them,” Phelps Robertson, the Chief Executive Officer of Capstone Realty Limited stated. “While we serve a broad gamut of segments of the real estate market with reasonable prices, the affiliation presents us with a tremendous opportunity to become firmly established in the luxury home market in Indiana and its vicinities. The affiliation is an exciting endeavour, which we are eager to leverage as we work with Silver Slate’s experienced property management professionals in 2020 and beyond,” Robertson added.
Since inception, Capstone Realty Limited has boasted a prestigious presence amongst Indianapolis’s most wealthy individuals and communities and many of its exclusive neighbourhoods. The enterprise’s leading property management professionals have served the luxury home needs of the region through exemplary purchasing and selling of luxury homes to industrialists, corporate executives, philanthropists, professional athletes, and lawyers, among other affluent individuals and specialists endowed with financial success. So, affiliation with the leading company in the business will assist in augmenting its accomplishments through joint efforts in offering premium quality customer service experience through a crew of the most caring, experienced, and knowledgeable teams of real estate professionals.
Speech Transcript of Message to Internal Stakeholders
Silver Slate Real Estate wishes to notify you as its employees and property management professionals of the new affiliation with Capstone Realty Limited. As valued internal stakeholders involved with the new development, you are informed that the affiliation took effect on January 01, 2020, at 10.00 am. Silver Slate has deemed it essential that you must know about the new affiliation because you will be directly engaging with the property management professionals from Capstone Realty in furthering our business. Your experience, novelty, and integrity will be highly valued in making the entire engagement a success.
Silver Slate Real Estate reminds you that for years, the real estate business in Indianapolis has been enhanced by the presence of cultural attractions, tourist destinations, the vibrant lifestyles of affluent individuals who keep coming in, and other acclaimed institutions. Also, the business is among the most diverse businesses across the state, with offerings ranging from magnificent custom luxury homes in contemporary master-planned communities to luxurious penthouses in the urban localities and their neighbourhoods. Silver Slate Real Estate has been part of this business and desires to take it to the next level by granting affiliate status to Capstone Realty Limited. You as the employees and property management professionals of the corporation are at the core of making this endeavour successful.
The top management of Silver Slate Real Estate, led by Philips Kennan, the Vice President, would like you to demonstrate the highest levels of professionalism, integrity, customer responsiveness, and honesty to uphold the reputation of Silver Slate as it endorses this affiliation. You are reminded that our colleagues from Capstone Realty Limited are coming with great expectations for professionalism from you. You are also expected to blend with the professionals from our new affiliate to create an excellent team of high-grade luxury real estate professionals in this region, thereby sustaining our status as the most celebrated real estate network.
Silver Slate Real Estate remains confident that the affiliation with Capstone Realty Limited will be an opportunity to augment its product and service lines within the regions. In turn, this will enlarge the enterprise’s market share, especially from the more than 550 luxury homes and other properties already on the market in Indianapolis priced more than 1.43 million dollars. Also, the company believes that expanding the product lines will assist in bringing a broader gamut of luxury real estate options to the market for better customer experience. Additionally, it is imperative to understand that you as the internal stakeholders involved directly with Silver Slate’s partners from Capstone Realty will be among the immediate beneficiaries of the outcomes of this affiliation. In that regard, Silver Slate appeals to your full commitment and engagement of your innovation, core capabilities, and insights to this affiliation to make it an ultimate success and ensure its unlimited growth thereafter.
Reflection
I have learned three key elements when preparing and creating the message for the written press release and the PowerPoint presentation. One of these is the significance of message clarity. The message was aimed at two different audiences of diverse populations and cultural backgrounds, and so, it had to be as clear as possible. For this message to be clear, it had to depict all the key and relevant points (Nikitina 2011), thereby enabling both audiences to understand the details of the affiliation. I noted that message clarity was vital as it did not only ensure that the audiences get all the essential facts and information but also helped in addressing all or most of the questions they might have had concerning the situation for which the message is being conveyed.
The second element is message consistency. What this means is that the message has to say the same thing in the same way to both audiences whenever it was communicated to eliminate or avoid ambiguities and confusion as Thøger Christensen, Fuat Fırat, and Torp (2008) contend. In this case of public communication, different media have been used for different audiences (a press release of external stakeholder audience and a multimedia video presentation for internal stakeholder audience) to deliver the same message. This means that if the message is not consistent, these audiences might end up having different pictures of what was intended to be conveyed.
The last element is the choice of language. Communicating with internal and external stakeholders requires using formal and appropriate language that the entire audience can understand (National Archives 2013). I noted that language choice was an essential component of preparing the press release and the PowerPoint presentation as this made sure that the right message gets to these audiences without information gaps. In that case, I endeavoured to utilise and adopt an intelligible, direct, simple, and coherently structured language. From experience, such language was also important in enabling the audiences to understand the key points and aspects relating to the situation, that is, the affiliation between the two enterprises.
Reference List
National Archives, 2013. Effective communications: Raising the profile of your archive service. Guidance on developing communications to promote your service. National Archives. Accessed January 14, 2020. https://www.nationalarchives.gov.uk/documents/archives/effective-communications.pdf.
Nikitina, A., 2011. Successful public speaking. Bookboon.
Thøger Christensen, L, Fuat Fırat, A, and Torp, S, 2008. The organisation of integrated communications: toward flexible integration. European Journal of Marketing, 42(3/4), pp.423-452.
