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Lesson #9, Assignment #2 - Using the categories and...

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Using the categories and questions outlined on pages 4-5 of the required text and the sample (Exhibit 1.1) on page 6, complete a communication analysis to help you understand and analyze this case. Answer the following questions concerning the case "NutraSweet." Your response should be both thorough and succinct; be sure to use correct spelling and grammar. 1. Who should speak for the company, and why? In this situation the only believable person would be a scientist or medical doctor who can prove via meta-analysis of independent studies that aspartame has no side effects, minor or major. Next to this, another external agent (PR firm, such as the famously evil Burson-Marsteller) must convince the public through media outlets including TV, radio, and newspapers. Clouding the consumer conscience with information from the informed is the best way of quelling their fears. 2. How credible are NutraSweet s critics, and how should this affect NutraSweet s response?
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