Critique the open-letter posted on West Jet’s blog by Bob Cummings, Executive Vice-President, Sales, Marketing, and Guest Experience. I’ve Attached the open-letter. You should critique this letter based on how well it achieves its purposes, meets its audience, handles the information, overcomes any objections, uses persuasive strategies, and works within its given context. . These should be your main focus, but you can also include suggestions for what should have been included, what shouldn’t be included, any follow up messages that should be sent, or even what the next step should be.

You aren’t expected to do any research on this, but some reading around to give you a complete picture of the context and various responses will probably be helpful. However, I don’t want you to get bogged down with how industry/media responded to this. If you use any of the material you read, make sure that you are documenting it appropriately, but, again, my main concern here is what you think about it, based on what we’ve looked at so far.

This will be written in the form of a memo to me and will probably be upwards of two to three pages, single-spaced. You will need to make direct reference to both the document and the concepts we have covered. I’d like this to be as comprehensive as possible.