case study

Case Study #2 Rubric

Please provide a 1000 words minimum summarize of a recent news events about a publicly traded company experiencing a negative communications challenge. The summary must be double-spaced; size 12 roman font; and page numbers must be centered bottom of page.

You must apply one of the practices of issues, crisis, or reputation management. If you have already used one of the practices for your first summary, you must use a different practice.

Your case summary can’t be written on companies you have written on in the past including the below companies and industries:

Off Limits: Airlines; Disney; Marriott; NYU; Covid-19; Amazon; Uber; Victoria Secret; Chipotle; Johnson & Johnson; Alibaba; Dunkin Donuts; Starbucks.

The case summary must include a brief description of the company’s challenge with a link to the article.

When making recommendations, please attribute to an expert. For example, please don’t write, “I think they should apply this principle”, but write according to Doorley and Garcia or Gary Sheffer, or Simon Cole and Sandra Macleod, etc. or Ten Avoidable Mis-steps, Best Practices according to:

Reputation:

Summary, Identify R=P+B+C x Intrinsic Identity (identify each part of the formula), Business Objective, Action to be taken, Target Audience and Message, Document, and Evaluation

Issues:

Summary, Business Objective, Issues Management Threat Assessment, Magnitude, Likelihood, Actions to be taken; Target Audience and Message, Document, and Evaluation

Crisis:

Summary, Business Objective, Magnitude, Likelihood, The Golden Hour of Crisis Response, Action to be taken, Target Audience and Message, Control Communication Agenda, Documents and Evaluation.