Milestone 2

 In this milestone, discuss the impact of the leadership communications of your chosen organization. This exploration will be the next step into the world of evaluating effective communication processes for a company, which is a key component of the final project.

First, complete a SWOT analysis for your chosen organization. Then, compose a paper that shares your analysis. Critique the company’s process based on your understanding of systems theory as well as other leadership evaluative methods. You also have the option of creating a TED Talk-type video essay (in lieu of a paper) in which you make the case, as a speaker, for your position. If you choose the video essay, you may record your submission with a camcorder, webcam, or even your smartphone. See the optional articles in this module’s resources for guidance on making video recordings. 

******We chose Southwest Airlines

Guidelines : The paper should be submitted as a 2- to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and sources cited in APA format. If submitting a “speaker’s position” video essay, it should be no more than 5 minutes in length and be submitted in one of the following video formats: .wmv, .mov, .mp4.  

COM 600 Milestone Two Guidelines and Rubric

A milestone is designed to serve as a stepping stone to the final project.

This assignment can be submitted in one of two formats: 1) a short paper with an included SWOT analysis or 2) a video essay which uses the SWOT analysis to
support the position. If you choose the latter, you may record your submission with a camcorder, webcam, or even your smartphone. See the articles in this
module’s optional resources for tips on making video recordings. Milestone Two provides you with an opportunity to analyze leadership communications from
the organization you profiled in Milestone One.

Specifically, the document should address the impact of the leadership communications of the organization. Students should look for opportunities for critical
analysis of the communications process as well as how systems theory frames those arguments.

The submission should be drawn from the specific readings in the course material and must include the following:

 A SWOT analysis of the company’s communications (for a paper submission) or supporting evidence that references the SWOT analysis (for a video
submission)

 The effectiveness of the organization’s communications approach on internal and external stakeholders
 How the communications approach affects the organization’s culture from a systems theory approach
 Ways the communication approach could inhibit growth
 The organization’s approach (or lack of) to ethics

Guidelines for Submission: The paper should be submitted as a 2- to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font,
one-inch margins, and sources cited in APA format. If submitting a “speaker’s position” video essay, it should be no more than 5 minutes in length and be
submitted in one of the following video formats: .wmv, .mov, .mp4.

Critical Elements Proficient (100%) Needs Improvement (55%) Not Evident (0%) Value

SWOT Analysis Paper: Provides a SWOT analysis with strong
points made for all four elements
or
Video: Provides a compelling argument
supported by the four elements of a SWOT
analysis

Paper: Provides a SWOT analysis with
weak points made for some or all
elements
or
Video: Provides a compelling argument
but argument is not supported by all
four elements of a SWOT analysis

Paper: Does not provide a SWOT analysis
or
Video: Provides an argument that is not
supported by any elements of a SWOT analysis

24

Internal and
External Audiences

Describes the effectiveness of the organization’s
communications approach on both internal and
external stakeholders

Describes the effectiveness of the
organization’s communications
approach on either internal or external
stakeholders

Does not describe effectiveness of the
organization’s communications approach on
internal and external stakeholders

22

Organizational
Culture

Explains how the communications approach
affects the organization’s culture from a systems
theory approach

Explains how the communications
approach affects the organization’s
culture but not from a systems theory
approach

Does not explains how the communications
approach affects the organization’s culture

22

Inhibiting Growth Interprets ways the communication approach
could inhibit growth by citing specific examples

Interprets ways the communication
approach could inhibit growth but does
not cite specific examples

Does not interpret ways the communication
approach could inhibit growth

22

Articulation of
Response

Paper: Submission has no major errors related
to citations, grammar, spelling, or syntax
or
Video: Argument is clearly structured and
contains precise articulation and pronunciation

Paper: Submission has major errors
related to citations, grammar, spelling,
or syntax that negatively impact
understanding of ideas
or

Video: Argument is somewhat
structured with fairly clear articulation
and pronunciation

Paper: Submission has critical errors related to
citations, grammar, spelling, or syntax that
prevent understanding of ideas
or
Video: Argument is not structured, words are
slurred or have dropped consonants, or
pronunciation is non-standard

10

Total 100%