You are the vice president of communication at O. Joyitz Funn Manufacturing Systems. OJF is a major producer of plastic toys. The research and development department has recently created and successfully tested a new toy. Tests seem to suggest that the new toy, called “Rotzie,” will be a huge seller. OJF is frantically working on a plant expansion to help accommodate the demand it expects when Rotzie is introduced. You are equally busy getting communication plans ready for a formal announcement two months from today. Although some employees are aware of Rotzie, most of them have no clue as to how its potential sales will affect them or OJF. You know that you must put together news releases for local and national media as well as trade journals, and prepare speeches, brochures, sales literature and other things. But right now, you’re pondering how to approach a feature story about Rotzie for the OJF employee magazine and the leading toy trade journal. Should the approach be the same for both? Why? Why not? Explain your decision.

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