How To Write A Case Study Essay For Social Work

By Michael J. Jordan

[Note: The afterward is my Global Communications Strategy, as if produced for my arguable applicant from aftermost year: Huawei, the Chinese telecoms giant. I present it as a Case Study, spanning specialties like Strategic Communications, Content Creation, Media Relations, even Staff Training – as I explain anniversary footfall of my approach. For a second Global Communications Strategy of mine, crafted during the aboriginal weeks of the COVID pandemic, click here. I wrote that as if apperception myself presenting it to Chinese leaders – anticipating the apple blaming China for the virus. Lastly, this Case Study doubles as an extract of the book I’m writing: The MJ Method: A How-To Guide to the Skills, Strategies & Storytelling of All-embracing Journalism and All-around Communications.]

NEW YORK — One of my best able training techniques over the years has been: Allegorize the abstruse abilities and strategies I’m teaching with specific, anecdotic examples.

In added words … Show, don’t tell.

With that in mind, I’ll allegorize my admission to Global Strategic Communications through the prism of a real-life example. I present this as a Case Study, fatigued from the four allusive months I spent at the acme of the COVID pandemic, during the Summer and Abatement 2020, remotely counseling one of the world’s best arguable companies: Huawei, the Chinese telecommunications giant.

First, a bit of background. It was aloof one year earlier, in 2019, that I aboriginal absorbed myself in Huawei issues, while active in Beijing and working as a News Editor, Scriptwriter and Media Analyst for one of the world’s bigger news-and-propaganda channels, the China All-around Television Network.

It was the acme of the US-China Barter War, and the Trump Administration had aloof blacklisted the company, accusing Huawei of actuality a “national aegis threat” – and barring the world’s bigger smartphone-maker from accomplishing any business with its American partners. CGTN was all over the story.

Then in backward February 2020, after constant bristles weeks of what was “just” a overextension epidemic, I fled to my parents’ home in New Jersey. It was from their additional bedroom that I was assassin to backpack out this four-month Consultancy for Huawei, from June through October.

There were so abounding lessons-learned, which is why this Case Study spans the specialties of Strategic Communications, Corporate Communications, Crisis Communications and Media Relations. Moreover, it includes my roadmap to able content-creation and absolute media-coverage.

That said, let me be bright about what this Case Study is not: a aperture of the exact agreeable and counseling I provided to my Huawei Communications colleagues in Shenzhen, China, in the company’s headquarters. I account my Non-Disclosure Agreement, so won’t admit my specific appointment for Huawei.

However, I do beforehand buying of my Intellectual Property: a toolkit of skills, strategies and storytelling drawn from my two decades as a Foreign Correspondent, advertisement from Eastern Europe, Central Asia and Southern Africa. Aloof as I activated this MJ Method toolkit to my “products” for Huawei, I absolved abroad with my Bookish Property complete – accessible to acclimate it to agitative new challenges.

I feel no charge to be absolutely bashful about my work-experience there, alike as I account assertive boundaries. On the added hand, I’ve listed those key responsibilities on my CV, which is advisedly broadcast online, starting with my LinkedIn platform. Not to mention the six websites I’ve created over time.

Instead, in this Case Study I’ll use my imagination: Apperception I’ve been accustomed an appointment (which, again, I wasn’t) to beforehand several innovations that Huawei did absolutely devise during the COVID pandemic, as agency to abetment healthcare workers and medical institutions on the frontlines.

For this assignment, my Chinese admiral accept entrusted me with two above deliverables.

*First, actualize the agreeable that spotlights these COVID-related innovations – and cautiously promotes Huawei values. This agreeable will be arise evidently on the Huawei website, on all its social-media channels, and alike as Internal Communications, for PowerPoint presentations and added platforms.

*Second, angle this adventure to the smart-but-skeptical Foreign Media. Strategically persuade Western journalists to authenticate candor and nuance, afresh beacon them to aftermath a adventure that shows how a arguable Chinese aggregation can still do article for the greater good, amidst a all-around crisis.

Below, then, is my practical, step-by-step advice for how I’d absolutely accouterment both challenges. Not alone anecdotic what I’d do, but answer why absolutely I’d do what I’d do. Starting with my angle on the international audience, in general, and China’s adopted audience, specifically.

*****

Normally, I’d admit actuality some actual context. But I’ve already laid out for you a bit of the accordant background, answer how I came to appointment for Huawei. Now, let me alarm why alive for this arguable applicant accepted to be such a able and bookish challenge.

Let’s alpha with the aboriginal catechism I consistently ask, back my cold is to finer and persuasively allege with, or address for, someone. Consistently accede the audience: Who absolutely are they? Moreover, application our admiral of empathy and critical-thinking, brainstorm ourselves in their shoes:

Why absolutely are they my audience?

What do they want, or need, to apprentice about Huawei? Why that?

Why adeptness they acquisition any agreeable about Huawei absorbing or important?

What adeptness they apprentice from my allotment of content? Why?

Why should they alike affliction about the affair of this content?

It’s impossible, of course, to apperceive absolutely what addition is cerebration or feeling. Or why absolutely they anticipate what they think, or feel what they feel. Above appetite to brainstorm these things, though, I’ve generated a asperous cerebral account of the archetypal actuality who adeptness absorb any allotment of my international-related content: they’re acute and curious, but agnostic and non-expert.

This is a about “elite” strata of society, as best bodies are aloof to the apple above their borders; alone what affects themselves, their family, their community, their country.

That this admirers is abundantly agnostic agency we charge accommodate them credible, absolute evidence. On the added hand, they’re acceptable “non-expert” on either the adopted country or affair I’m autograph about – thus, I charge accommodate them with acceptable context. In fact, I’m apperception that you yourself abatement into such a category, which is why I’m accouterment several paragraphs of accordant ambience apropos China and Huawei – to be as bright as possible.

Speaking of which, who is China’s adopted audience, specifically? Again, I’m behindhand all those who about ignore international affairs, foreign relations, global economics, and so on. Instead, I’ve articular what I alarm the “spectrum” of China’s adopted audience, disconnected into three cohorts:

That average accomplice is up for comedy – and the best difficult to persuade. Yet they’re my target – and a clear Communications challenge for the Chinese themselves. They could be abeyant adopted investors, foreign-government officials, supply-chain partners, analysts, professors, researchers, journalists, customers, amid abounding others.

What does this smart-but-skeptical already apperceive about China, in general? That China matters, in about every faculty of the chat – economically, militarily, diplomatically, and so on. They acceptable already apperceive that China is the world’s most-populous nation, the world’s second-largest economy, an arising all-around superpower – and that Chinese association is beneficiary to one of humanity’s oldest, greatest civilizations.

Surfing online, these association may arise beyond my agreeable – and acquisition it persuasive, somewhat actuating or unpersuasive. Still, after a bright compassionate of my ambition – appetite to butt their mindset, motivations or inspirations – I’d be battlefront blindly in the dark. And communicating ineffectively.

Next, I’d brainstorm about what adeptness they already apperceive about Huawei, specifically? They may accept heard that Canada had accomplished a US request, and in backward 2018 bedfast the company’s visiting Chief Financial Officer, Meng Wanzhou – babe of Huawei architect Ren Zhengfei – for allegedly attempting to aperture US sanctions adjoin Iran. (She was aloof released, in backward September 2021.)

Then came the damaging trade-war amid the world’s two best able economies, which bound Huawei. The accusations of potential espionage and threats to civic security are one thing. But to be fair to the Chinese, the Trump Administration never presented concrete, aboveboard affirmation to abutment its charges. I apprenticed my Huawei colleagues to accomplish that a bulk counter-point, ambitious that accusers accommodate proof. (I alike proposed the use of hashtags, like #ShowYourEvidence.)

That said, we should admonish the adopted admirers in our agreeable as to why Huawei itself matters. To the Chinese, Huawei is added than a company, but a attribute of how abundant China has modernized, developed and avant-garde technologically, from a abundantly agrarian association four decades ago.

Moreover, Huawei is the world’s bigger agent of smartphones; the world’s bigger maker of telecommunications equipment; and a austere amateur at the beginning of the all-around 5G revolution.

*****

As the agenda angry to 2020, Washington and Beijing de-escalated the barter war by arresting a accord in January. But the accomplished affair achromatic to the accomplishments as a new adventure anon absorbed the absorption of the absolute planet: COVID-19. Its beginning acquired from catching into communicable afore my eyes.

I could alone abide bristles weeks in Beijing, as it looked as if borders were shuttering about the world. Back I accustomed in backward February, the virus hadn’t yet hit America hard. I abandoned for two weeks, afresh wore my affectation in the streets – naïve New Yorkers looked at me as if I were a hypochondriac. (I anon bent COVID regardless, in mid-March. Fortunately, my balmy case lasted alone a few days.)

Still, by the summer, I was alive my Chinese admission for assorted freelance opportunities, continuing to advice body the arch amid China and the apple – in my own bashful way.

Then came the Huawei consultancy. For this absurd assignment, already I anticipate through my target, I’d chase for a “timely hook” for my content. Meaning, added than why absolutely would the admirers acquisition my agreeable absorbing or important abundant to consume, why should they do so today?

Thus, the appropriate angle isn’t aloof that COVID is “happening today”; we charge more:

What’s new now? What’s the movement or trend, aural this story?

One above affair during the summer was the chase for responses and solutions. This is area Huawei had article of bulk to add. The aggregation collaborated with assorted ally common to assure accessible health, bolster apprenticeship of children, and advice ensure application for accustomed workers.

For example, Huawei Cloud worked with partners to use avant-garde technologies that advice educational institutions and administration ensure continuity, while implementing Artificial Intelligence-assisted CT browse analysis, biologic discovery, online education, and telecommuting technologies. Elsewhere, Huawei helped enhance absolute adaptable networks to rapidly align new 5G networks, affix healthcare accessories and strengthen the frontline acknowledgment to the virus.

With my target-audience durably in mind, at atomic we’d now accept COVID-related actual that’s both acute and timely. The focus of my agreeable is starting to booty shape. But it’s not abundant to artlessly address that information, about what Huawei is accomplishing today. Why allotment it?

What’s our objective? Why? What’s our bulk message? Why that message?

Because I appearance all this as “strategic” – and appetite to be on absolutely the aforementioned folio with my administrator – I’d altercate with them which bulk letters should drive my content. Then, analyze why. That’d accredit me to accept the clearest accessible mission, as I accumulate accordant storytelling elements.

As I’ve established, the admirers would already apperceive that Huawei is controversial. There’s no ambuscade that fact. Yet they adeptness not additionally apperceive about the acceptable that this aggregation has reportedly done.

So, let’s say we accept a leash of bulk messages, which show Huawei to be: 1) consistently innovating with cutting-edge technology; 2) responding to needs of its partners, admirers and customers; 3) while additionally caring about “the greater good” and civic progress.

Minimally, anniversary these letters is broadly advised to backpack out a acute activity of PR itself – assuming the aggregation in a best favorable light. Added subtly, though, these three would inject some dash into accessible perception. For abounding in the audience, the accession adeptness be:

Even if the abrogating actuality I apprehend about this aggregation is true, it seems they do a lot of positive, too.

To anticipate my target, who they are, and what adeptness beforehand their button, I continued ago created a Venn Diagram that I administer to anniversary new challenge:

Now that I’m on-board with my client, apropos their bulk message(s), I about-face to marshalling the best actuating abstracts as the aqueduct through which I’ll bear those messages, anon to the affection and apperception of our smart-but-skeptical audience.

As I preach, the best able way to accomplish appulse is via the “one-two punch” of credible, absolute affirmation and compelling, humanized storytelling. Credible evidence can blow the apperception of a skeptic; humanized storytellingcan blow their heart.

As I chase for authentic evidence, I’m hunting for added than a apparent affectionate of “success story” that a tech aggregation adeptness commonly aftermath to acclaim an addition or account of a technology.

Instead, I dig added to ascertain an “impact story,” applying my own Fork in the Road formula. Through online research, buzz calls and interviews, I investigate how this Huawei technology has absolutely benefitted the company’s partners, admirers or barter – overall, as able-bodied as in specific cases. Simultaneously, I try to analyze any affidavit that this addition is acceptable and potentially long-lasting.

I’ll present all of this as clearly as accessible aural my content, through hyperlinks. (As I’ve alike done in this essay: you, the reader, can artlessly bang a articulation to affirm if what I’ve declared is accurate.)

The abutting footfall of my content-creating is interviews – with those association “on the frontlines” of any affair or situation, to “bring to life” the animal ambit of a story. In this case, I could focus on those Huawei engineers and scientists who developed these COVID-related innovations.

What aggressive and motivated their work, during a all-around health-crisis that assuredly additionally afflicted them and their families? I’d “open a window” assimilate their affection and mind, through the “origins and evolution” of their adventure – added than what they did, why absolutely they did what they did.

In fact, back autograph this section, I’d admit relevant, all-important actual context: at atomic a branch or two about how this technology originated, afresh how it evolved. This’d accommodate account of the aboriginal innovation, and its consecutive account in this and added instances.

Lastly, I account others on the frontlines: how this technology has benefited partners, clients, customers, etc. This storytelling absolutely serves a Strategic Communications purpose: it brings to activity the appulse of Huawei’s innovation, as a active anatomy of actuating evidence. Show, don’t tell, the impact.

Ideally, I conduct these interviews in person, to authorize eye-to-eye rapport. There’s the added account of seeing the capacity “in action” – accomplishing the appointment that they do, in the accustomed abode of their workplace. This allows for added bright storytelling, additional the adventitious to shoot photos or videos of them.

*****

That’s the ample brush-strokes of my content-creation. But again, that’s aimed at a company’s External Communications, Internal Communications, Marketing Communications, and so on.

However, annihilation absolutely matches the bulk of Earned Media, acquired from genuine press coverage. Here, then, is how I about-face to the additional date of my project: Media Relations – and pitching our COVID-related Huawei adventure to adopted journalists.

Once again, my activity begins with aboriginal because my audience. Who they are, what motivates them, what are they attractive for, why do they seek that, etc. This ambition is abundantly agnate to the one declared beforehand (smart, skeptical, non-expert), but absolutely different in their own way.

What do the adopted journalists apperceive about Huawei? Everything that the broader smart-but-skeptical adopted admirers knows. Yet they additionally accept how PR, Communications and Media Relations work: They apperceive our Comms aggregation wants advantage that presents Huawei best favorably.

Realistically, as I admonish clients, we shouldn’t apprehend my foreign-journalist colleagues to absolutely avoid a altercation – or they accident their reputation. There’s no greater criticism than to allege a announcer of “going easy” on a subject, “whitewashing” a record, or producing corporate PR.

In fact, that’s area one of my strengths comes into play: I accept the mindset of journalists, as I’ve been one of them since I was 14, accoutrement high-school sports for both my academy and hometown paper. Today, I feel as if I accept a bottom in both the Journalism and Communications worlds. (Not to acknowledgment the Academic world, through all the teaching I’ve done in Europe, Africa and China.)

Employing our admiral of affinity and EQ, I admonish clients: Brainstorm ourselves in their shoes. What do adopted journalists want? And why do they appetite that? In short, journalists want a acceptable story.

Speaking as a adolescent journalist, we’re consistently hunting for a abundant story. One that earns us acknowledgment from our boss, colleagues, peers, alike our competitors. We additionally appetite acknowledgment from our admirers of readers, viewers, listeners, etc. Today, that acknowledgment may arise in the anatomy of likes, comments, shares, re-tweets, etc. – not to acknowledgment prizes, like the Pulitzer.

For journalists, the story-hunting activity never ends. Absorbing possibilities arise all about us, every day. But afresh we administer a clarification process:

This adventure abstraction may be interesting to me, but why would it be absorbing to my audience?

Moreover, we charge get it accomplished a gatekeeper, first: the Editor or Producer back home.

This adventure abstraction may be interesting to me, but why would it be absorbing to my boss?

A Western journalist covering China additionally wants a acceptable story. Afresh forth comes beat by a PR or Communications professional, conceivably via press-release, argument or buzz call. The journalist’s eyes cycle – apparently with irritation. Alike the way a press-release is accounting generally makes us cringe. Not aloof with its dry style, but how (understandably) blood-soaked it is with the client’s self-interest.

With that, a journalist’s reflex is: It’s not our job to do your PR.

So, what’s a added ambrosial way? For the PR or Communication able to anticipate like a announcer – and to advice analyze a acceptable adventure for them, rather than blame corporate propaganda.

Instead, I’d address to their faculty of assignment – to fairness. The all-inclusive of majority of boilerplate journalists I’ve anytime met (or trained) pride themselves on their candor and accuracy. On the flip-side, there’s no greater breach than to allege a careful announcer of unfairness, inaccuracy, bias, etc.

So, back casting them, if a tough-sell were needed, I adeptness ask:

Even if you accept the affliction allege adjoin Huawei, can you say the aggregation is alone a force for evil? Is there annihilation absolute to say about them? Alike with these COVID-related innovations?

I agnosticism they’d disagree with the premise.

Instead, I’d accede that they can’t avoid the accusations – of beforehand not. But I’d reiterate all the affidavit why Huawei itself affairs on the all-embracing date (the world’s bigger agent of smartphones; the bigger maker of telecommunications equipment; a frontrunner in the all-around 5G revolution).

Yet now, in the absorption of fairness, alike accuracy, here’s a adventitious to antithesis out some of the predominantly abrogating advantage of the Chinese telecoms behemothic by presenting a added nuanced picture.

Besides this appeal-to-duty tactic to allure more-positive coverage, I’d display addition strategy: what I accredit to as “gift-wrapping” a story. But afore I explain it, I’ll inject a bit added context.

Indeed, we should accede added factors affecting journalists, which may be concealed from the outside. For example, the pressures of actuality overworked. Or underpaid. Or of adverse circadian deadlines. Or an obligation to aftermath a minimum bulk of agreeable anniversary day.

I abhorrence to say it, but a few may alike be “lazy.” Yet, why should we care? How does that affect us?

Again, accumulate in mind: all these journalists still appetite a acceptable story. Sometimes, though, that agency beforehand several days, weeks or added to accumulate a story. They can’t allow to do that for every piece, of course. Activity goes on. Hot new capacity emerge. However, they acceptable antithesis out their longer-term workload by breeding what we call quick-and-dirty stories: an easier allotment that’s beneath time-intensive.

This may be an befalling for us, if we can amount out how to accomplish these belief as ambrosial – and as accessible to aftermath – as possible. Alike if we angle the announcer a added complex story, the added important assumption is: We can, alike should, do absolutely a bit of the beforehand appointment for them.

Are you adage they’re so lazy, we should do the appointment for them?

No, I don’t beggarly we absolutely address the adventure for them, afresh achievement they broadcast it, as is. No austere announcer would anytime do that. (Nor would they get abroad with it.) While a lesser-known, added lightly-regarded media adeptness do that, we’re absorption appropriate now on the Western heavyweights.

Instead, we should accomplish it too accessible for them to say Yes. (Or, too difficult for them to say No.) To accomplish that, I believe, we should accumulate abounding of the storytelling elements for them.

Again apperception myself in their shoes, “gift-wrapping” a adventure agency that in my pitch, I’d additionally accommodate all the necessary, accordant research. Especially, the aforementioned concrete, credible, absolute affirmation of the Huawei innovation’s impact, which I unearthed beforehand for our external-internal content.

Likewise, I activity to affix them with the aforementioned engineers and scientists I interviewed to actualize my content, for them to additionally acculturate their adventure – and accompanying acculturate our company.

Moreover, I activity to affix them with the aforementioned partners, clients, customers, etc., who accept absolutely benefited from Huawei’s COVID-related innovations.

Speaking of which, aloof as I consistently adopt to appointment “the frontlines” (to account those involved, face-to-face, afresh photograph them), I’d accommodate an activity to align for our journalist-target a appointment to Huawei laboratories, to beam the accordant scientists or engineers who developed these innovations. Likewise, a site-visit to accordant partners-clients-customers – to beam the absolute impact, in action.

As I’ve abstruse from bearing my own journalism, afresh as a trainer who’s led journalists into the field, the adeptness to accompany to activity any adventure with absolute activity about guarantees added compelling storytelling and added memorable content. Which is what we appetite with our Strategic Communications. Our journalist-target realizes this, too. Offering to align a site-visit may assure their approval.

Lastly, afresh apperception myself in their shoes, if what I’ve pitched so far may bang them as too Huawei-centric, or too apparent an accomplishment to adverse the abrogating publicity, I’d accompanying angle an another adventure with a broader angle: how Huawei and others in the telecoms industry are innovating in acknowledgment to this all-around bloom crisis. After all, some publicity is bigger than no publicity. Right?

Besides, journalists tend to go for trend stories, as they’re generally broader in ambit and added in acceptation – which enhances bulk for their audience. So, we wisely try to “give them what they want.”

In this case, we could authenticate some magnanimous alertness to allotment the spotlight – alike with our competitors. That said, though, back the announcer structures and presents their material, because we’ve accepted them so abundant admission to the story, we secretly achievement they’ll use Huawei as the “spine” of their storytelling – from the top – and accredit to our competitors secondarily.

*****

There you accept my two-stage activity to actualize impactful agreeable and allure media coverage. If you accept any questions – or would like me to administer my skills, strategies and storytelling to your organization’s Communications challenges – feel chargeless to acquaintance me. Thank you for reading.

*****

How To Write A Case Study Essay For Social Work – How To Write A Case Study Essay For Social Work
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