For this assignment, you are focusing on a response to a PR crisis that was not handled successfully. It’s always fun to judge someone else’s failure, right?
First, you should identify and research an organization’s failed attempt to rebuild credibility and trust after a large-scale crisis. Find and include a link of a news article/story that highlights how the organization initially responded to the crisis. Provide a summary and analysis of WHAT the crisis was and WHY/HOW the organization poorly managed it. Additionally, identify if this crisis was an organizational crisis, product crisis, or litigation crisis.
In addition to providing a link that details how the organization initially responded to the crisis, also include a link from at least 2 media sources that highlight the negative fallout associated with the organization’s failed PR response to the crisis.
As the foundation of this assignment, you may use one of the crisis management examples linked in Canvas (be sure you pick a case study that details a FAILURE or POOR attempt at addressing a crisis). You can and should conduct more research to ensure you understand the organization and the crisis in detail (beyond what’s included in the provided links/websites)
Additionally, if you would like to choose another example of poor PR crisis management, you are welcome to, BUT I recommend that you get it approved by me first before you begin working on your crisis management plan.
After a detailed summary and analysis of the organization’s failure to successful manage this crisis, you should assume the role of PR practitioner for the organization and develop a detailed strategic communication plan to address the crisis in a way that you think WOULD have led to a more positive and productive rebuilding of the organization’s reputation and credibility.
Some things to consider:
Follow the ROPES model in the development of your strategic plan
Include each step of the model within your plan
Research (included in the situation analysis of the crisis, the company’s initial response, and backlash following the response)
Objectives
Programming
Evaluation (how would you assess your proposed plan-no need to actually conduct evaluation)
Stewardship (what elements of CSR would you implement to maintain relationship with audiences?)
Use the Crisis Checklist included in your textbook to prepare your crisis management plan
How would you maintain crisis recovery once your plan has been implemented?
How might issue management have helped the company if implemented sooner?
What would your traditional media/social media strategy be?
Who would your key audiences be?
What would your specific tactics be?
Which of Benoit’s five approaches to handing PR crises would you use as inspiration/foundation of your strategic plan to address the problem(s)?
Overall, discuss how you think this strategic management of the crisis would have been more successful than the original plan.
Regarding the formatting of this assignment, you will submit a written essay detailing the summary and analysis of the PR crisis and poor management, as well as your proposed plan. Include additional links, documents, etc. as needed to illustrate your plan (social media content, etc.). Please include a reference page including any and all sources you’ve implemented throughout the essay.
Include clear organization, detailed writing, and a public relations perspective
I will add the criteria that I am looking for
