COM368e: The Coronavirus Pandemic has Uprooted Most Aspects of Daily Life: Strategic Communication Research paper, SUSS, Singapore

Assignment Brief:

“The coronavirus pandemic has uprooted most aspects of daily life, and much of the economy built around it. But out of crisis comes opportunity. And for some young entrepreneurs, the pandemic has unearthed green shoots for a new future.”
Gilchrist, K. (2020, August 30). These millennials are building businesses for a post-pandemic world. CNBC. Retrieved from https://www.cnbc.com

In the CNBC report “Singapore: From Crisis to Recovery”, the millennial entrepreneurs behind three Singapore start-ups Sustenir, ShopBack and Transcelestial shared how their solutions met the needs of their stakeholders during the COVID-19 pandemic and how these solutions could help them navigate a post-pandemic future. You can view the video here:
https://youtu.be/0jB9bz9debM.

Assume that you are in charge of strategic communication for ONE of these three organizations.
a) Discuss the characteristics and dynamics of the industry within which your organization operates and the current communication challenges it faces.

b) Design a six-month-long communication plan to distinguish your organization’s brand from competing brands and raise its profile among your key stakeholders and the local media. Formulate strategies and tactics that will help you achieve your communication goals. You may build your strategic communication plan upon existing initiatives or develop plausible new ones for your organization.

c) Identify and evaluate the challenges you foresee when executing the strategic communication plan and discuss the strengths and limitations that may be inherent in the plan.