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 irene.lockwood@exelisinc.com. 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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