GW Amazon Issues Management and Image Repair Assignment

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Unit 2: What Could Amazon have learned from UPS

Your Task: Apply key concepts of issues management to crises at UPS and Amazon.

Initial Post

Incorporate what you learned from the UPS strike and issues management to answer the following question:

  • What key concepts about issues management could have been implemented in order to prevent damage to Amazon caused by The New York Times story in 2015?

Then, imagine you were leading the communications for Amazon, provide three suggestions you would have implemented that could have prevented the strikes from occurring. Your suggestions should reflect concepts from your readings.

The attachment is readings.

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2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Overview Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Before we fully delve into crisis communication, it’s important to first discuss how to prevent crises from happening. Through issue management, we learn how best to identify and manage issues before the public becomes aware of them. We also learn how best to communicate these issues - both internally and externally - in order to mitigate the need for crisis communication. In this unit, you will apply image restoration strategies to data breach crises and analyze the art of creating an effective apology. You will also identify the best strategy for image restoration during a crisis in which an apology is needed. Summary Objectives After completing this unit’s activities, you will be able to: Discuss how issues management communication can prevent crises. Develop a plan to foster an open culture in an organization and explain its value to crisis prevention. Apply image repair discourse theories to crisis scenarios. Analyze best practices for crisis communication during a data breach Activities Completed Page/Activity Estimated Time Overview Readings 45 minutes Video: Issues Management 5 minutes Discussion: What Could Amazon have learned from UPS? 40 minutes Assignment: Open Culture Proposal for Amazon 50 minutes Video: Image Repair 5 minutes Discussion: Home Depot verses Yahoo 40 minutes Assignment: Data Breach Statement 30 minutes Summary 5 minutes Total Estimated Time is 220 minutes or 3 hours and 40 minutes. Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 1/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Readings Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Summary Directions: Access this unit's Course eReserves from the course left side menu to download titles from this page. You can directly download the web resources. Course e-Reserves Fearn-Banks, K. Crisis Communications: A Casebook Approach. (2010). Chapter 3: pp. 27-32. Greenberg, K. (August 1993). Pepsi's Big Scare. Public Relations Journal, 49(8): pp. 6-9. Cobb, C. (January 2007). The Taco Bell E. Coli Outbreak — calming public fears during food-borne illness scares. PR TacticsP, pp. 1113. Benoit, W. L. and A. Czerwinski. (September 1997). A critical analysis of USAir's image repair discourse. Business Communication Quarterly; New York; 60(3) pp. 38-46. Fitzpatrick, K. (1995). Ten guidelines for reducing legal risks in crisis communication. Public Relations Quarterly, 40(2), pp. 33-37. Reingold, J. (October 2014). How Home Depot CEO Frank Blake kept his legacy from being hacked. Fortune. Web Resources: Kantor & Streitfeld (August 2015). Inside Amazon: Wrestling big ideas in a bruising workplace. The New York Times. Newman, L. (2017) Yahoo's 2013 Email Hack Actually Compromised Three Billion Accounts. Wired. Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 2/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Video: Issues Management Video: Image Repair Discussion: Home Depot verses Yahoo Directions: Watch Jay Carney, Amazon Sr. VP of Global Affairs, respond to the NYT story: Turnover at Amazon Consistent with Major Tech Companies. As you watch, reflect on what you are learning this unit on crisis prevention. Assignment: Data Breach Statement Summary Jay Carney responds to NYT story: Turnover at Amazon co… Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 3/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Discussion: What Could Amazon have learned from UPS? Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Summary The UPS Strike of 1997 resulted in enormous consequences for the company. In addition to the poor crisis communication, the lack of issues management left UPS unprepared and unaware of the imminent labor dispute. Through proper implementation of issues management, UPS would have been able to prevent this crisis and/or would have been prepared to handle the disruption that the strike created. Fast forward to 2015, when Amazon suffered a crisis with the release of The New York Times story exposing a damaging workplace culture - where, two years earlier, a similar story came out about the same workplace issues. Be sure to review this week’s course materials prior to participating in the discussion and refer to this week’s content in your initial post. For all course discussions, you must submit your initial post prior to responding to peers' posts. Your Task: Apply key concepts of issues management to crises at UPS and Amazon. Initial Post Incorporate what you learned from the UPS strike and issues management to answer the following question: What key concepts about issues management could have been implemented in order to prevent damage to Amazon caused by The New York Times story in 2015? Then, imagine you were leading the communications for Amazon, provide three suggestions you would have implemented that could have prevented the strikes from occurring. Your suggestions should reflect concepts from your readings. Peer Replies Respond to at least one classmate's initial post. You may respond to more than one classmate if you wish. In your 75-150 words response, you should include one of the following: Additional Supporting Evidence If you agree with points made by your peer, be sure to elaborate upon those points, articulate why you agree, and add additional evidence that supports your and your peer’s rationale. Opposing Viewpoint(s) or Counter-Arguments If you disagree with your peer, or simply wish to play devil’s advocate, you may raise counterpoints to those made by your peer. Support these arguments with sound rationale and supporting evidence. A Thought-Provoking or Probing Question Questions should ask respondents to dig deeper into the scenario or content being discussed, and may or may not have a correct or incorrect answer. *Note: A good rule of thumb is to reply to a peer that has no reply, so all peers get a response. Grading & Due Dates Review the course Discussion Rubric and Course Schedule of Due Dates. Submission Directions: Select What could Amazon have learned from UPS forum in "Discussions" on the left menu to complete the discussion. Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 4/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Assignment: Open Culture Proposal for Amazon Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Summary Before you begin this assignment, review the course material about issues management. Pay particular attention to Fearn-Banks chapter 3. Assume you have recently been hired as the director of corporate communications for Amazon.com. On your first day on the job, you realize that the company has neither a people-centric corporate culture nor an open culture. As former director of corporate communications at Google, which has a more open environment, you are concerned about the potential crises this work culture could create. Your task: Draft a 1-page memo to CEO Jeff Bezos consisting of 10 main points to accomplish the following: Assume that Jeff Bezos has read the disparaging news articles about his company’s work place culture. Convince him why a strong people-centric corporate culture is an effective and imperative crisis prevention tool Provide ideas/strategies to develop programs that foster open communication and strong relationships with Amazon’s employees As you draft your memo, think critically about the following: What the warning signs were and explain if you paid attention to them, you could prevent the crisis. How to persuade a CEO who may not respond well to PR tactics. What issues would be relevant to a CEO. The points in your proposal should reflect key concepts from the readings. To submit this assignment: 1. 2. 3. 4. Create a Word document Save your document in a .doc or .docx file format Save your document as your last name, underscore, Assignment Name, (ex: Smith_Open Culture Proposal for Amazon) Click “Submit" Grading and Due Dates: This assignment will be graded according to the assignment rubric located in Course Rubrics on the left course menu. For due date, please refer to your Course Schedule of Due Dates. Submission Directions: Go to the Open Culture Proposal for Amazon submission link in Assignments to submit your work. Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 5/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Video: Image Repair Video: Image Repair Discussion: Home Depot verses Yahoo Directions: Watch Jonah Hill talk about his slur controversy on The Tonight Show. As you watch, reflect on what you are learning this unit on image repair and crisis communication. Assignment: Data Breach Statement Summary Jonah Hill Addresses His Controversial Remarks Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 6/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Discussion: Home Depot verses Yahoo According to cyber security experts, it’s not a question of if your company will get hacked. It’s when. In fact, former FireEye CEO Dave DeWalt told 60 Minutes back in 2014 that “97 percent of all companies are getting breached.” Therefore, as crisis communicators we need to understand how to recover from a data breach in a way that mitigates long-term consequences and restores reputation. Review all of the information in the Content section of this unit, especially the articles about Yahoo and Home Depot. Feel free to do any additional light research on the companies’ internet hacks to aid your discussion. You must submit your initial post prior to responding to peers' posts. Your Task: Compare and contrast the two companies’ crisis response Summary Initial Post Answering all of the following questions in 150 - 250 words. What image repair strategy did they use? Was it effective? Why or why not? What did each company do well? Did one company do a better job at crisis communication than the other? What could each company have done better? What were the consequences for Yahoo and Home Depot as a result of their handling of the data breaches? Remember to support ALL of your points with key concepts from the Unit’s course material. Peer Replies Respond to at least one classmate's initial post. You may respond to more than one classmate if you wish. In your 75-150 words response, you should include one of the following: Additional Supporting Evidence If you agree with points made by your peer, be sure to elaborate upon those points, articulate why you agree, and add additional evidence that supports your and your peer’s rationale. Opposing Viewpoint(s) or Counter-Arguments If you disagree with your peer, or simply wish to play devil’s advocate, you may raise counterpoints to those made by your peer. Support these arguments with sound rationale and supporting evidence. A Thought-Provoking or Probing Question 7/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Unit 2: Issues Management and Image Repair Assignment: Data Breach Statement Assignment: Open Culture Proposal for Amazon Video: Image Repair Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement Summary PRINTABLE FORMAT Before you begin this assignment, review the course material about image restoration. Assume that you are the U.S. Communications Director at Google and you just learned that personal information from 1.5 billion users was hacked by an unknown government entity. Your task: Choose an image repair strategy and draft an apology statement that will be emailed to all users and sent to the media with the objective of restoring Google’s image. Because this is a hypothetical scenario, you may create facts that you would need to support your statement about the company and it’s crisis response. To submit this assignment: 1. 2. 3. 4. Create a Word document Save your document in a .doc or .docx file format Save your document as your last name, underscore, Assignment Name, (ex: Smith_Data Breach Statement) Click “Submit" Grading and Due Dates: This assignment will be graded according to the assignment rubric located in Course Rubrics on the left course menu. For due date, please refer to your Course Schedule of Due Dates. Submission Directions: Go to the Data Breach Statement submission link in Assignments to submit your work. « Discussion: Home Depot verses Yahoo Summary » Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 8/9 2021/5/25 Skip to main content Navigation Overview Readings Video: Issues Management Discussion: What Could Amazon have learned from UPS? Assignment: Open Culture Proposal for Amazon Unit 2: Issues Management and Image Repair PRINTABLE FORMAT Summary Great Work! You have successfully completed Issues Management & Image Repair! In this session, you: Video: Image Repair Discussed how issues management communication can prevent crises. Developed a plan to foster an open culture in an organization and explain its value to crisis prevention. Applied image repair discourse theories to crisis scenarios. Analyzed best practices for crisis communication during a data breach Discussion: Home Depot verses Yahoo Assignment: Data Breach Statement In the next session, you will: Summary Demonstrate best practices in communicating messages to multiple targeted audiences in various formats and platforms. Execute a message map in a risk communication situation. Draft the first portion of your crisis communication plan. « Assignment: Data Breach Statement Copyright © 2020 by American University. All Rights Reserved. American University is an affirmative action, equal opportunity employer 9/9
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Explanation & Answer

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Running head: ISSUES MANAGEMENT AND IMAGE REPAIR

Amazon.com, Inc.: Issues Management and Image Repair
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Institution

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ISSUES MANAGEMENT AND IMAGE REPAIR

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Amazon.com, Inc.: Issues Management and Image Repair
The NY Times report describes the narrative of a culture of employees, where the
Amazon employees are rarely off the clock. It also defines employers who penalize employees
for family or health issues and allow any person to talk about their colleagues (Kantor &
Streitfeld, 2015). One interviewee said that people weeping at their desks was a regular
occurrence. The aftermath of this scenario is a replica...


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