Crisis Speech Outline
Crisis Speech (Case Study): For this assignment, you are going to select one of the well know incidents shown in the document which must correspond to the Situational Crisis Communication Team.
Situation: You are part of the Crisis Communication Team at a large employer and must prepare a documentary style speech/presentation of a prior crisis that is relevant for the team to use as they are tasked with preparing the updated plans for the company (or another large employer like a university).
Role: Research and prepare a formal outline with a corresponding PowerPoint to be presented by your supervisor, [NOT YOU] to the Crisis Communication Team of up to 20 Executive members of the employer.
In order for your speech to be effective, you will need to conduct research on the incident and include sufficient background of the incident to inform your current audience of what the press conference is responding to.OPTIONAL/You will use footnotes in your document to indicate where you have referenced researched material, not parenthetical citations, for this assignment. Failure to cite sources will result in a zero for the written portion of this assignment as this would be considered plagiarism.
PowerPoint & Present the exact items from the written case study as required/ Preparations for delivering a 5-7 minute "Case Study" speech that will be presented in class with mandatory visuals which may include actual video footage from the incident. Review the additional pdf/ ebook for tips on preparing your speech (p 47-50). Review the additional learning materials provided in Canvas. Submit your "Case Study" Manuscript to Canvas/Crisis Speech. The speech will be delivered in-class and video recorded using each student’s personal smartphone.
Written Case Study = 100 points
Table of Contents Historic Overview of the incident 2 Implications and Public Relations 2 Document the Theory 2 Specific Crisis Communication Planning 2 Step 1: 3 Select an organization and a specific crisis from the past 3 Step 2: 3 Locate the organization’s mission statement, vision statement, and core values 3 Step 3: 3 Identify by listing the possible types of crises that 3 Step 4: 3 Step 5: Pre-Crisis Phase 3 Crisis Management Messages 4 Step 6: Reputation Repair and Behavioral Intentions 4 Step 7: Explain three different written messages delivered by the company 4 References 4
Use appropriate APA style headers to organize the case study + Written Accuracy = 30%
[follow the suggested 8 steps for success]
Historic Overview of the incident
(no more than 2 concise paragraphs)= 10%
Implications and Public Relations
(identify the audiences addressed by the company) = 10%
used and be very specific with the details = 20%
Specific Crisis Communication Planning
used in the case study = 10%
Followed the STEPS as described 20%
(follow the given steps below) This can also be found in the Module for Crisis Communication
Upload the written paper here - upload the powerpoint in a separate assignment.
Note: The Powerpoint must include a formal timeline*
Please review this as we will be completing this assignment with the actual technology we have access to.
Crisis Management / Communication
Select an organization and a specific crisis from the past
Must be FIU Library researched from the specific list of topics as posted / PR focus please
Locate the organization’s mission statement, vision statement, and core values
Copy and paste these into a Word file to use for creating Crisis Speech Templates
Identify by listing the possible types of crises that
could happen to the chosen organization/or that could affect the organization. You are using a past real crisis, make sure to identify the crisis type.
[use the article “Crisis Management and Communications” Table 6: Crisis Types by Attribution of Crisis Responsibility]
Use the chart to make a first guess at which strategy was used in the specific crisis in Step 3. Review and use Table 7: Attribution Theory-based Crisis Communication Best Practices for “best practices.”
[use the article “Crisis Management and Communications”]
Complete item 4 only
Table 1: Crisis Preparation Best Practices =Please look at the actual article for the complete Table
|
1. Have a crisis management plan and update it at least annually. |
|
2. Have a designate crisis management team that is properly trained. |
|
3. Conduct exercise at least annually to test the crisis management plan and team. |
Crisis Management Messages4. Pre-draft select crisis management messages including content for dark web sites and templates for crisis statements. Have the legal department review and pre-approve these messages. |
Step 6: Reputation Repair and Behavioral Intentions
[use the article “Crisis Management and Communications” Table 5: Master List of Reputation Repair Strategies]
There are nine(9) Strategies, choose those that will be used by the organization, be very specific. Research to find at least two different messages that were included in a press release and delivered at a press conference.
Step 7: Explain three different written messages delivered by the company for the incident [hint: preapproved in Step 4]
Step 8: Complete a timeline and prepare a PowerPoint to explain the crisis you are documenting