WashingtonD-CriticalThinking

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Feb 20, 2024

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1 Critical Thinking Paper Deon K. Washington University of Maryland Global Campus DCL 600: Decisive Thinking, Communicating, and Leading Prof. William Denny Nov 19, 2020

2 Industry Trends Introduction Recent events within the communications plant in western Nebraska have changed the tone of a normal Friday morning. All that is known for sure is that a fire and explosion has occurred, and that workers within the communications plant and transportation warehouse have sustained injuries. What is now needed is an explanation of what is going on, an update to the status of all victims, and a formal report of the events that are taking place. Explanation of the Issue There are multiple issues to be explained here. Despite the main circumstance, the explosion, which is an issue within itself, multiple issues have manifested as a result of the plant explosion. Starting with what we know to be facts, there was a fire which ignited the explosion. The communications plant suffered minimal damage but the transportation warehouse was completely destroyed. There have been injuries sustained by the workers of the plant which means there will be medical expenses and or lawsuits that can transpire. There were also two hero employees who rescued two other employees. Another known issue is that the regional press is all over twitter about the incident and that there are multiple sources giving conflicting stories to what happened. What is unknown is the absolute cause of the fire which ignited the explosion. There is no clear answer to what started the fire but it is believed to be ignited from an employee smoking in the shed which was the information released to the press during a news conference. There are conflicting stories to what may have happened after an employee’s wife called in advising her husband had plans to blow up the building and had explosives planted throughout the property but she is unsure where.

3 Analysis of the Information Political affiliation is the number two trend in strategic communications and has a lot to do with the current climate of the consumer market today. It’s very obvious we are in a deeply divided society which has resulted in a deeper passion in political involvement. In the 2018 midterm elections, the nation had the highest voter turnout in over a century with over 113 million people who voted (Post, 2018, para. 2). This is important because consumers are making purchases from companies that reflect similar values to their own and brands are making political stances that result in large impacts on their market and consumers (Jung, & Mittal, 2020, para. 12). As the society become more polarized, brands will increasingly consult with the strategic communication industry on stepping out of the neutral zone and taking stronger stands on political issues. Their stance will have great impacts and long lasting effects of their organization which is why political affiliation is an important trend for strategic communicators. Consideration of Alternative Viewpoints and Conclusions Artificial intelligence (AI) is the third trend in the strategic communication industry because it, of all the trends, directly simplifies the consumer experience with the product being offered by the company. AI is not just robots and self-driving cars, but it is also things such as dating applications that automatically find compatible matches, website chat virtual assistants, or recommendations from streaming platforms (Kietzmann, Paschen, & Treen, 2018, p. 264). The reason AI is a trend for strategic communicators is because it’s not beneficial for a company to just try products and use the consumers as lab rats because if the product fails, they risk losing the consumer. Strategic communicators aid in locating what is the consumers issues that can be

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4 corrected or streamlined with AI and what is the company or brand’s bottom line and how technology can impact it in a positive way. Conclusion and Recommendations An important emerging issue with the brand transparency trend is transparency versus truth. Transparency versus truth is an emerging issue because there is a large gray area between a brand being transparent and forthcoming with the consumer about the product being purchased and fostering higher brand affinity, and being truthful about a product in regards to what and how it was made and only offering the necessary minimum of what it requires to market and sell.

5 References Cambier, F., & Poncin, I. (2020). Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 109 , 260–270. https://doi-org.ezproxy.umgc.edu/10.1016/j.jbusres.2019.11.060 Jung, J., & Mittal, V. (2020). Political identity and the consumer journey: A research review. Journal of Retailing, 96 (1), 55–73. https://doi-org.ezproxy.umgc.edu/10.1016/j.jretai.2019.09.003 Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58 (3), 263–267. https://doi-org.ezproxy.umgc.edu/10.2501/JAR- 2018-035 Park, H., & Ki, E. (2017). Current trends in advertising, public relations, integrated marketing communication and strategic communication education. Public Relations Journal , 1-12. https://doaj.org/article/f0da473d5e4d470393aeec35e017076f Post, C. (2018). “The most crucial election of our lifetime?”--The 2018 US midterm elections. Brooklyn Rail , 1–11. http://ezproxy.umgc.edu/login?url=https://search.ebscohost.com/login.aspx? direct=true&db=hsi&AN=135883550&site=eds-live&scope=site

6 Tsetsura, K., & Aziz, K. (2018). Toward professional standards for media transparency in the United States: Comparison of perceptions of non-transparency in national vs. regional media. Public Relations Review , 44(1), 180–190. https://doi-org.ezproxy.umgc.edu/10.1016/j.pubrev.2017.06.008

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