Case 4.2: Staples Preparing the CEO for a Press Conference

  • As Ms. Allen drafts Mr. Stemberg’s remarks, what issues should Ms. Allen pay especially careful attention to?
  • What sort of pre-event information would you want to brief Mr. Stemberg about?
  • What sort of detail does he need about the event, the audience, and the occasion?
  • Others will certainly speak on this occasion.
  • Would it be helpful for Ms. Allen to know who they are? Would it be important for her to know what they intend to say? Why? How can she go about obtaining that information?
  • What do you imagine Mr. Stemberg’s business goals are for this speech? What specific outcomes would he and Ms. Allen want to achieve as a result of his remarks to the press and the community?
  • What shadow audiences might be watching and listening to what Mr. Stemberg has to say? How should he prepare for them?
  • Would you suggest to Mr. Stemberg that he rehearse his speech? If so, how would you go about that? What kind of advice would you give him as he prepares for this event?
  • Please see the Summary of Assignments page for any questions.
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