1MemorandumTo: Ms. Alison JaenickeFrom: Marcus LeeSubject: Rhetorical Analysis of the 2011 Deutsche Telekom Corporate Responsibility ReportDate: January 24, 2012
The purpose of this document is to analyze how well Deutsche Telekom communicates to itstarget audience through its 2011 Corporate Responsibility Report.
In June of 2011, Deutsche Telekom (DT), the telecommunication company that owns andoperates T-Mobile, the cell phone company, produced a Corporate Responsibility (CR) Reportfor the time period of March 2010 through February 2011. This report is the result of anextensive effort to include not only issues regarding ecology (which is what the initial reportswere intended for), but also reports on social and economic issues within the company,expanding the audience the report reaches and allowing for the company to save time and moneyfrom issuing three different reports. Interestingly enough, this report was created exclusivelyonline to better serve the demands of their stakeholders and intended audience. Although aprinted version is now available, the version found on the website is somewhat the same.
With respect to who DT is targeting, they seemed to do a good job in having the reportaccessible on the web. But for people who may be interested outside of their target audience
those who may not have access to the computer
the report fails to meet their needs.
In the “About this
eport” section of the document
, the report quickly addresses its target
audience, which in many respects seems to be broad as it says it means to address “analysts andinvestors” and individuals in “nongovernmental agencies” as well as people in “science,research, education, and politics.” Such wording would make the average reader believe they are
targeting specific groups, but in many respects they have found a large group of people for whichthis report is intended. The language in the document is definitely meant for the groups DTmentioned, mostly because of terms relating to different economic and environmental topicsaround the globe.In defense of the report, there are sections marked off for certain topics, so a person interested inthat topic can easily skip anything they not find appealing to them. Yet the report should be well
rounded, taking into account the fact that somebody who may want to read up on “Strategy andManagement” may also want to
“Climate and Environment.” Therefore, while the diction
may differ, the language should remain the same. Each section should not feel like a differentforeign language. Even though the document may have been written for a well-rounded,educated group, the language should be simplified for all groups who read the report as a whole.Therefore, everything should be explained in detail.The document does do a good job in helping the reader solve any and every problem they mayhave with Deutsche Telekom. Since the document was initially written for ecological purposesand expanded to economic and social issues, the company has taken steps to improve upon a