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ExelisPRL 206 Final Paper: Spring 2015Written by: Garrett Gangarossa
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Question 1:
Part One:
In no more than two typewritten pages, describe your chosen organization, giving its purpose, size, major product/service, location(s), historical origins, any unique features, name of CEO, name of top public relations practitioner, any other pertinent or interesting facts about the organization. (If a mission statement is available to you, include it in the appendices.) (10 points)
Exelis is a publically traded, diversified, top-tier global aerospace, defense, information and
services company, supplying military, government and commercial customers all around the globe.
The company employs roughly 10,000 people, and generated approximately $3.25 billion in sales in
2014. Headquartered in McLean, Virginia, the company is lead by CEO David F. Melcher. Exelis
covers and is broken into five businesses including, Aerostructures, Electronic Systems, Geospatial
Systems, Information Systems and Night Vision and Communication Solutions. Its services
leverage a 50-year legacy of immense customer knowledge and technical expertise, in order to
provide affordable, precise solutions for its global customers. It is a leader in navigating and
positioning, sensors, air traffic management solutions, image processing and distribution,
communications and information systems; and focuses on growth in areas of critical networks, ISR
and analytics, electronic warfare and composite aero structures.
In 1920, the Behn brothers created the original International Telephone & Telegraph (ITT),
who set out to build the world’s first system of interconnected phone lines. The company started in
Puerto Rico and grew quickly through strategic acquisitions and the purchasing of telephone
patients. Years later, from 1960-1977, ITT acquired more than three hundred-fifty companies and at
one point, acquired deals at the rate of one acquisition a week. CEO Harold Geneen led ITT to
substantial growth during his eighteen years with the company. The company grew from a
medium-sized business with $760 million in sales to a global corporation with $17 billion in
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sales. In 1995, ITT split into three separate, independent companies: ITT Corporation, which
focused on the hotel and gaming businesses. ITT Hartford also was the product of the split,
which became a stand-alone insurance operation, and ITT Industries, which started as a
collection of manufacturing companies. In 2006 ITT Industries changed its name back to ITT
Corporation and in January 2011, Exelis was established and became a publically traded
company after ITT Corporation announced it would be splitting its businesses into three distinct
companies (Exelis, 2015).
The top Public Relations practitioner I interviewed was Irene Lockwood. Irene is a
communications manager and is responsible for external communication/PR for the Geospatial
Systems of Exelis, headquartered in Rochester, NY. Recently, Mrs. Lockwood was responsible
for internal employee communications, before gaining responsibilities in external
communications. Irene mentioned the importance of company and executive image, and the
importance of maintaining mutual lines of communication with its publics. She supplied me with
the values and visions from the Exelis communications department (attached in appendix).
Question 1:
Part Two:
According to systems theory, would you classify your organization as an open system or a closed system? Justify your classification, using the specific criteria for open/closed systems studied as one of the Theories this semester. (10 points)
According to systems theory, Exelis demonstrates an open system in the Public Relations
practice. Following my interview with Irene Lockwood, who has worked in both internal and
external communications at Exelis, it became clear that the organization emulates an open system.
Active lines of communication exist between the different sub systems of Exelis and its functions.
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In order for Exelis to achieve greatness and work towards its visions and values, the different
subsystems of Exelis (Aerostructures, Electronic Systems, Geospatial Systems, Information
Systems and Night Vision and Communications Solutions) must communicate with one another and
its publics. The subsystems of Exelis communicate internally and work to maintain these lines of
communication by sending out weekly newsletters, regularly meeting at town halls, as well as email
communication on a daily basis. Externally the organization does the same, Lockwood explained
that she is constantly trying to improve relationships with trade reporters and customers. Lockwood
stated “even if I don’t have the ‘big news’ to announce, it’s always nice to pick up the phone and
talk to a reporter”, suggesting that Exelis firmly believes in its image and maintaining relationships
(Lockwood, 4/19/15).
Open systems are considered to be responsive to public opinion and mission oriented
(Russell, 2-26-15). Both internal and external feedback from its employees and publics, allows the
organization to adapt in order to maintain its visions and goals. One example that demonstrates
Exelis as an open system is how Irene and her team communicate. The team is responsible for
working with the company’s advocacy groups in order to maintain relationships with local and
municipal government officials and media representatives. Furthermore, the company seeks
feedback from its publics mainly through surveys, evaluations and social media. On its website,
Exelis provides an “ethics and compliance” helpline and “investor contacts” providing greater
opportunity for feedback (Exelis, 2015). The communication team responds to queries from the
media and general public. By doing so, Exelis is allowed to adjust and adapt to better its image and
relationships with potential clients and stakeholders. Open systems typically hold characteristics in
the finding of “innovative solutions” (Russell, 2-26-15). On Exelis’ website, they provide a laundry
list of solutions. Exelis provides solutions such as, “Quick Reaction Capabilities” and “Sensor
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Radio” to enhance customer’s ability to command, control and communicate effectively (Exelis,
2015).
Question 2:
Part One:
Using systems theory, describe in as much detail as possible, the public relations function at this organization. Describe the role of the public relations practitioner(s). Would you describe them as falling within the role(s) of "technician" or "manager?" Justify your response. (10 points)
Practitioners belonging to Exelis have many responsibilities and functions within its open
system. They are responsible for maintaining relationships both within the company and with its
publics. Irene holds many responsibilities that are consistent with the elements of managerial roles
within PR. Of course, Irene shares responsibilities that fall both under a technician role and
managerial role. The company’s communication professionals complete technician-like roles such
as, drafting speeches for senior executives, responding to the media and general public, and writing
press releases.
Practitioners also function in managerial roles. Managerial roles consist of research and
management, reputation management and relationship management (Russell, 1-29-15). Irene for
example, creates and executes external communication plans for specific business areas within her
division. Irene and her team advise and consult senior management and work to maintain
relationships with investors and clients. In order to effectively maintain the organization’s
reputation, the company set values they wish for all its employees. Respect, responsibility, and
integrity are the three pillars of the organization’s values. The company makes business decisions
based on its visions and values and ensures the communication between the company and its publics
are not inhibited in anyway.
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Question 2:
Part Two:
Review the definition of, and criteria for, “dominant coalition.” Is the top practitioner a member of the dominant coalition? What specific evidence can you give to support your answer? (10 points)
Exelis has an outstanding leadership, executive and decision-making core. Specific groups
within an organization have more power than others. The board of directors consists of but is not
limited to, the CEO and Chairman and has emasculate power in the company. Established
management teams also act as decision-making bodies within the organization. On both the
management team and board of directors, is Chief Communication Officer David J. Albritton. The
Chief Communication Officer is obviously very involved in the representation and decision making
of the company. David J. Albritton and Irene Lockwood must constantly be informed on decisions
swirling around the company. Both must be in constant contact with other subsystems of the
company and upper management. While Irene is specifically in charge of the Geospatial Systems
division of the company, Mr. Albritton is in charge of the entire company’s communication team
(Exelis, 2015).
Irene must engage in weekly meetings and conference calls at Exelis, helping the team
discuss any issues that may have come up and reports to Albritton. If the dominant coalition
includes PR issues in its deliberations, than PR will play a role in the organization. Mrs. Lockwood
is absolutely part of the dominant coalition of Exelis, as Lockwood and Albritton are constantly
communicating and influencing decisions within the company. Irene Lockwood has been a member
of PRSA for nearly five years and recognizes the importance of including PR issues within an
organization’s constituencies.
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With close evaluation of Exelis, it is easy to see that the public relations function of the
organization does not just stop at technical activities. This organization is built on communication
and trust and its members of the dominant coalition ensure PR issues do play a role in the
organization. ”The need for good public relations in an increasingly competitive business
environment should spur demand for PR specialists in organizations of all types and all sizes”
(Wilcox, Cameron, 2012, p. 3). After all, the image and reputation of the company lies in large part,
in the hands of the external communication team. Exelis has an enormous presence of Public
Relations backgrounds in its dominant coalition because the organization realizes the importance of
what its publics think. Exelis has governance and ethics code to live by. The visions and values of
the company are used to ethically reach company goals. This is an example of Public Relations and
its implications, being accounted for in the dominant coalition. In today’s advanced world, every
organization should ensure Public Relations issues are included in its deliberations in order for
Public Relations to play a vital role in the organization.
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Question 3:
Using Harlow’s FULL definition of public relations, create a checklist of each of the elements of that definition found in your organization. Give a concrete example of each element found. (Note: Harlow’s Definition can be found in our first lecture/PowerPoint on “Defining Public Relations.”)
Public Relations is:
Distinctive Management Function
Exelis realizes and demonstrates the importance of Public Relations acting as a distinctive
management function. Executives and communication directors and managers are
constantly in communication. One of its executives, David J. Albritton is the Vice President
and Chief Communication Officer, demonstrating the existence of Public Relations in
management functions.
Helps establish and maintain mutual lines of communication
Exelis has built a trustworthy and mutually beneficial relationship with its publics. The
practitioners take pride in maintaining relationships with shareholders, business partners and
customers in order to maintain business for years to come. The company has a sleek, easy to
navigate website, an adequate social media presence and works with advocacy groups in
order to maintain relationships with its publics.
Involves the management of problems or issues
The team develops, delivers and manages effective internal communication for the business
in coordination with external communications and corporate strategies. The communications
department has weekly conference calls to discus any issues or situations that may have
come up. This allows upper management to get involved, and become knowledgeable about
company business and issues. Everyone is very informed and knowledgeable at Exelis and I
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credit its incredible coordination between systems of the company. Constant coordination
allows executives to work with the communication department to effectively handle every
situation and issue.
Helps management to keep informed on and responsive to
public opinion
Coordination is becoming an underlying theme to Exelis’ success. With such skillful
employees in the communication field, management is kept informed on public opinion.
Public Relations practitioners maintain and coordinate the company’s website and social
media pages where most of public opinion is found. Open internal lines of communication
within the company allows management to stay informed and in contact with the
communications team. By doing so, management is knowledgeable and aware of its publics.
The communication team works with advocacy groups to influence public opinion. In
addition, practitioners also write and prepare speeches for its executives so that management
can also stay responsive to public opinion.
Defines and emphasizes the responsibility of management to
serve the public interest
Exelis emphasizes the responsibility of management to value the company’s ethics and
vision. In the company’s mission statement it states, “Inspired people who ACT in support
of customers’ critical missions, delivering exceptional performance” (Exelis, 2015). The
company emphasizes the importance of supporting its clients by adapting to the needs of the
changing world. Its employees are aware of the significance of service to the government,
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military and corporate clients. The communications team works diligently with upper
management to encourage the importance of serving public interest.
Helps management keep abreast of and effectively utilizing
change, serving as an early warning system to help anticipate
trends
In the recent history of the company, change has been a familiar friend. Prior to 2011, Exelis
was ITT Corporations. The Public Relations practitioners constantly help management
utilize change. In its mission statement the company explains the importance of adapting to
the changing technological world, in order to support its clients’ critical missions. By
enlisting the importance of management in the mission statement, practitioners can
effectively help management utilize change and the change (if any) of public opinion.
Uses Research
Research is conducted largely through advocacy groups. It is done in part because it is
essential that the organization know what the public thinks, and be able to respond to their
needs. Ultimately, research reduces uncertainty in company decision-making.
And sound and ethical communication techniques as its
principle tools
The company’s communication department issues a vast majority of its information to its
publics through various media forms. Exelis establishes messages through press releases,
newsletters, emails, customer information and shareholder contacts. Exelis ensures that its
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employees understand the importance of ethical behavior and outstanding public image
when communicating with its publics.
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Question 5:
Part One:
Identify the key linkages (or publics) of this organization. Be as complete as possible. (A sample is attached. A clean copy can be found on the March 18 power point.) (10 points)
Enabling Linkages
Input Linkages
Normativ
Linkages
Board of directors Sponsors County, City and
State Government
Employees Volunteers Human Resources
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Question 5:
Part Two:
From the full array of linkages you identified in Part One of this question, choose at least three. How does the public relations operation "build and maintain lines of communication" with these publics? Give specific examples. (10 points)
Identifying linkages is directly related to the success of a company, a given organization
should never compile all its audiences and publics into one category. By doing so, Exelis has
allowed itself to determine whom its audiences are and how to communicate with each of them.
This allows Exelis to effectively maintain mutually beneficial relationships with its publics. Irene
Lockwood’s experience in both external and internal communications, demonstrates how the
organization builds and maintains lines of communication with its different publics.
Exelis Inc.
Diffused Linkages
Functional Linkages
Output Linkages Corporate
Customers (NASA, FAA)
Military Investors Congressional Staff Media
Company Competitors Lockheed Martin BoeingL-3 Communications Holdings, Inc.
Media Trade Reporters PR Practitioners Surrounding
community
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Employees
Internal communications deals with communication among the organization. It is a
priority of Exelis to establish good relationships between its employees because after all, they
make the decisions, work long hours and formulate solutions to company issues. Employees
require adequate, safe and non-judgmental working conditions. They also require compensation
and as an employee, you want to know what is going on internally. Many organizations do a
poor job communicating within, and do not effectively build and maintain lines of open
communication. However, Exelis does an exceptional job keeping everyone informed (Including
upper management), and on the same page. The internal communication team works to deliver
and effectively manage internal messaging in coordination with the division’s external
communication team. This allows employees to be on the same page with regards to the task at
hand with its fellow work associates and management.
As mentioned before, Exelis coordinates weekly conference calls, which requires peer
interaction. With this, Exelis maintains open lines of communications between its employees.
These conference calls allow for important discussion and allow employees to feed off one
another’s strengths. Not to mention, communication is a constant practice internally as
employees are regularly fed information through the web and print media.
Government
Exelis does a wonderful job establishing and maintaining effective lines of
communication with local, state and national government bodies. It works with its advocacy
groups to effectively communicate with government officials and media representatives.
Furthermore, the communication team uses press releases to engage and inform many publics.
Press releases allow the government who is a regulatory body and a customer of Exelis, to
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receive constant information and communication with the organization. The importance of its
relationship with the government becomes apparent on the company’s webpage. Exelis’ website
allows for the transfer of information quickly and effectively. PR practitioners within Exelis
formulate good relationships with government bodies and officials and keep in constant contact
with one another. In Irene’s interview, it was mentioned that it’s always nice to pick up the
phone, make connections and ultimately maintain them.
Board of Directors
Exelis performs the communication business of its organization extremely effectively.
The internal communication of an organization is essential because that is the only way for upper
management, the organization’s governing body (Board of Directors) and employees to
communicate. With communications expertise playing a role within the board of directors, the
company effectively coordinates its mission, values and visions to upper management. The board
of directors is constantly informed on public opinion and company standing which allows the
company to effectively enforce change. The Board of Directors has significant power and must
have open lines of communication with the organization.
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Question 6:
Read a variety of sources about the topic of “corporate social responsibility.” (Our textbook is one source.) Based on your readings and personal opinion, explain why it is important for organizations to be responsive to their publics. Give at least one detailed example of how your chosen organization performs its social responsibility function, and describe the role of the public relations person or department in helping that organization be socially responsible.
Corporate social responsibility (CSR) has become an enormous responsibly for companies
and its Public Relations teams. The responsibility has developed due to corporate image and
credibility. “The extensive negative publicity about corporations and businesses in general over the
past several years has made it imperative that companies make a special effort to regain public
credibility and trust” (Wilcox, Cameron, 2012, p.443). The concept of CSR is currently thought of
as one of them most important aspects of business. “PR staffs are in the forefront of building trust
and credibility-and trust issues all the time; therefore, we’re in good position to address them”
(Wilcox, Cameron, 2012, p. 60). Executives and their PR teams are constantly active in their CSR
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programs because improving public opinion and maintaining company image leads to a trustworthy
relationship with its publics.
Exelis offers a great program to employees and their families. Exelis Action Corps is the
company’s volunteer-service program. It is designed to create large-scale, team and individual
volunteer activities to support and engage military veterans and their families. These activities run
on a wide range, all improving the public image of the company and contributing to the community.
Exelis employees provide activities from supplying interview coaching for recent military service
members, to painting a house for a disabled veteran, to tutoring the children of a solider serving
abroad. Exelis supplies the needs of veteran’s and their families across the country. My subject
Irene Lockwood has had the opportunity to coordinate many Exelis Action Corps projects. From her
experiences, the projects and activities give employees a great sense of pride. CSR is not
functioning on the sole purpose of improving credibility. These programs get employees on their
feet, and benefiting those in need. It not only improves the company but also improves the people
within it. Moreover, on the company’s website it focuses on key areas for its CSR. It focuses on
Governance & Ethics, Environmental Sustainability, Citizenship & Community, and Employees &
Workplace. Exelis looks to act responsibly and give back to its communities through its CSR
activities.
The PR practitioners regularly outline a plan for action for rebuilding and maintaining
public trust. The team directs the company to be socially responsible and ensure employees know
the company’s values. Employees must communicate within the boundaries of its values.
Practitioners work with executives and management to remind employees of the importance of
being socially responsible. Exelis has three upstanding values: respect, responsibility and integrity.
On the organization’s web site, it encourages employees to act fair and courteous, open-minded and
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inclusive, and stay accountable for its works and actions (Exelis, 2015). Constant communication,
coordination and evaluation ignite between the communications team and employees to promote
social responsibility at Exelis. Caring for the community is part of the Exelis way, it even
establishes the importance in its company values.
Question 12:
After reviewing the pre-readings and class lecture on the topic of "public relations and social media," and/or outside sources on the topic, discuss how your organization's public relations department is using social media to engage its publics and to build relationships. Give specific examples, and if appropriate, suggest ways that the organization _could_ better utilize social media applications.
The importance of social media to a communications or PR team is essential. In todays,
media friendly world, endless information is at our fingertips. Since the fairly recent social media
boom, companies use social media accounts such as, Facebook, Twitter, YouTube, LinkedIn and
more to reach its publics. “As consumers experience this kind of engagement, the absence of
some brands from social media becomes all the more conspicuous. Brands who do not engage
can therefore alienate users and damage reputations through their absence” (Ahern, 2012). In
other words, if a brand is not on social media not only do other brands get a leg up, but also these
brands damage their own reputation. Social media is essential in today’s branded world.
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Exelis holds a strong presence in social media specifically, Twitter, LinkedIn and Facebook.
The company’s twitter page is incredibly engaging, eye capturing, informative and active. The
company’s Facebook and Twitter pages seem very similar and seem to be linked. These accounts
are incredibly active and reach publics such as, investors, customers and trade reporters. Although
the two are similar, according to Irene, primarily employees and potential employees view the
Facebook account. Its Twitter page represents social responsibility with its recent earth day tweets.
These tweets displayed hash tags and stats informing people on the importance of the environment
(screen grabs attached in appendix). Furthermore, Exelis keeps its customers and investors informed
on company product and status through its social media outlets. Additionally, the organization uses
LinkedIn to connect with business clients, associates and employees. Exelis has it covered; they are
an upstanding, socially responsible organization that carries out its duties to serve the public. Its
outstanding communication team utilizes social media to reach a vast range of publics, and to
promote and engage its brand and products.
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Appendix:
Exelis Vision & Values:
Our Vision:
Inspired people who ACT in support of customers’ critical missions,
delivering exceptional performance by…
Adapting to meet the needs of a changing world
Collaborating with coworkers and customers
Transforming our world through ingenious thinking
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Our Values:
Respect: - We are:
Fair and courteous
Collaborative and helpful
Open-minded and inclusive
Responsibility: - We are:
Accountable for our works and actions
Committed to quality and safety
Caring for our communities
Integrity: - We are:
Ethical and honest
Trustworthy and consistent
Candid and courageous communicators
When we make business decisions, we are guided by our vision and values. They provide a
solid foundation for corporate ethics and compliance, our environment, safety and health policies
and our relationships with the communities we serve.
Together, our vision and value system is one of the distinctive ways that we provide value for
our customers and stakeholders and successfully grow our business.
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Screen Grabs:
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Works Cited
Ahern, O. (2012, November 12). Stay Connected. Retrieved April 22, 2015, from
http://www.pria.com.au/priablog/the-importance-of-social-media-for-brands-in-the-pr-
world-today
Lockwood, Irene. Personal interview. Communications Manager. Geospatial Systems. Exelis.
(585) 465-3592 [email protected]. 19 Apr. 2015
Russell, M. (Professor) (2015, January 29). Defining PR. PRL 206. Lecture
conducted from , Syracuse, NY.
Russell, M. (Professor) (2015, February 26). PR Theory. PRL 206. Lecture
conducted from , Syracuse, NY.
The Power of Ingenuity. (n.d.). Retrieved April 2015, from http://www.exelisinc.com
Wilcox, D., & Cameron, G. (2012). Public Relations: Strategies and Tactics (10th
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ed.). Boston, Massachusetts: Pearson Education.
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