The message that the CEO wants to deliver is to ask the employees to work with more vigor and passion. To meet the commitments and to reduce the issues in the deliverables, there is a rising competition and market fluctuations that should be addressed. Unless the company makes tough choices it will continue to enter into a negative spiral. There could be possible layoff for the company to meet the challenges and optimize the resource requirement of the company. This is the message that the CEO wants to deliver to the people. This is the content that the framing of the words or the media content should be developed based on these primary objectives.
For communicating of the needs of the employees it is imperative that the CEO uses languages of macro, macro framing and micro framing. The company has not been able to deliver on the objectives and meet the consumer requirements. IBM posted 1% loss owing to the fact that the employees did not meet the objectives.
The actually message should be initially based on the macro environmental factors. Stiff competitors and external political legislations had impeded a certain level of progress for the company. The CEO should start with the message that would address the need for the company to refocus on its innovative spirit while maintaining ethical guidelines. The vision for the company will be relevant to all the 170 countries where they operate. This is the macro framing of the words apart from this there is need for the employees to meet the specific objectives. It is mandatory that the CEO uses specific jargons that would resonate with the employees of the company. This would cause the people to move towards shared vision of growth. There is also the need to let go of some employees based on their performance. The CEO should tread carefully and mention to the people the importance of their role in the company while stating the reasons as to why some people would be terminated from the company. This micro framing of the words should be developed carefully.