In the Unit 7 Assignment, you will assess a situation and
create a crisis or risk communication plan that will be presented to a
client with recommendations for addressing a current or past event of
your choice. Your topic can involve an organization, product,
individual, or cause (with instructor approval).
The text discusses several strategies for responding to a
crisis. Review these strategies and apply them to a current event
outlining your recommendations on how that crisis should be addressed
for the most effective public relations outcome (maintaining or creating
a positive image). Using your problem solving and decision making
skills, include reputation management in your assessment and
recommendations and support solutions with the decision tree, “conflict
management life cycle,” the “variables affecting risk perceptions,” and
“how to communicate during a crisis” sections in the text.
Your focus for your analysis, recommendations, and plan can be based on one of these two approaches:
Proactive approach – put a plan in place to address a
situation in case it happens in the future (issues management process).
Topics can be a product recall, human resource issue, natural disaster
or other events.
Address a situation that has already occurred and analyze
what should have been done and what was done well. Then base your
recommendations on what would have been the most effective approach to
Content of your Unit 7 Assignment
Your conflict management presentation should be
approximately 6-10 slides, with Speaker Notes that conform to the rules
of Standard American English, and be well edited.
The Assignment should include:
Introduction into strategic conflict management from a public relations perspective (not a business perspective)
Your analysis of the conflict situation.
- Main events
- Main crisis/ issues/ risks/ problems that need to be addressed.
Three main objectives of your crisis/ issue/ risk plan based on the problems identified
At least two or three specific strategies that you recommend to address EACH objective
Recommend a strategy for the management of image and reputation
Recommend a strategy for the management and use of social media during the crisis
Address any long term considerations