Crisis briefing presentation

CRISIS BRIEFING ASSIGNMENT

COMMUNICATION 2201 – CZEREPINSKI

1. Prepare and deliver a 5-minute crisis briefing presentation based on an actual organizational crisis that has occurred within the last two years. That is, the public perceived that something bad had happened and that the organization was more or less responsible for the “something bad.” You will be assuming the role of a highly placed representative and you will be speaking to the press at a time that the crisis is ongoing.

2. Research the crisis in as wide a variety of sources as possible. A minimum of four of the sources you consult must be listed as bibliographic citations at the end of your outline.

3. Identify and analyze the audience(s) of the time to identify: (1) the affected stakeholders and publics, (2) the perceived level of severity in the situation, (3) the perceived level of organizational responsibility

4. Choose the Crisis Communication Strategies (p. 189) that are most appropriate for the circumstances and employ them in your briefing in a way that will:

a. restore the positive public image of your organization

b. reassure the public that they are being protected

c. protect the interests of your organization

d. be credible for both the immediate audience and the general public

5. Provide evidence from outside the organization to logically support the strategies you use and be certain that the audience knows when, and whom, you’re quoting. Assuming the identity of someone who spoke eloquently about the crisis DOES NOT allow you to quote them (or anyone else) without telling the audience you’re doing so.

6. In the introduction briefly describe the development of the crisis to the present moment. Be specific about when you are speaking in relation to the crisis-precipitating event(s). Also, identify yourself and your position in the organization.

7. In the conclusion, re-invoke the main points of your strategy(ies) and then call for questions.

8. Deliver the speech extemporaneously striving for eye contact 80% of the time.

9. Submit your outline electronically on Moodle and bring the printed Turnitin Originality Report outline, on the day you speak, in hard copy to class. It must include:

a. labels on each crisis communication strategy used (by hand on the hard copy only)

b. an audience analysis paragraph as per #3 above that also identifies the persuasive structure

c. correct, complete citations for at least four sources

d. your completed Checklist (hard copy only)