Image and Crisis Communication
Your readings throughout this course have provided many example of companies
whose image prior to and during the crisis adversely affect its outcome.
Companies with public good will, a strong financial position, or that exhibit
large amounts of empathy to crisis victims undoubtedly come out ahead of
companies doing the opposite. Perception and appropriate involvement with the
media can be powerful tools during times of crisis. In this assignment, you
will make your own judgment of the power of perception and media interaction
to positively or negatively affect a crisis outcome.
Complete this assignment by doing the following:
Choose a crisis to use in this assignment (
Lauda Air Flight 004 – 223 dead)
. You may either use one from you readings in this course or another crisis
with which you are familiar. Research the crisis as much as you need to in
order to complete this assignment.
Prepare a brief essay (no more than 400 words) that addresses the items that
follow. Your essay should be in narrative format. In other words, do not
simply note the answers to the questions below. Include introductory text,
transitions, and other elements of good writing that make the essay flow.
Your essay should reflect good writing skills and demonstrate clarity,
correct spelling and grammar, and appropriate use of APA citations when
referencing others’ ideas, articles, Web sites, etc.
Briefly describe the crisis. Answer such questions as Who was involved? What
happened? and Why was this considered a crisis? (10 Points)
Explain how the company’s image and interactions with the media affected the
crisis outcome. (20 Points)
Explain how you believe the company could have changed their image prior to
the crisis or interacted differently with the media to achieve a different
crisis outcome. Support your position with relevant sources or examples from
other companies. (30 Points)
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