Scenario:

You are an intern at Company X, and your boss wants the company’s executives to be versed in corporate crisis communication. She has given each of you a crisis to research and present to the C-suite team in a “teaching” context.

Your task:

• Introduce      the details of the crisis you’ve been assigned. Make sure your audience      understands what happened SPECIFICALLY (who, what, when where, why, and how).      Explain why the incident is a crisis.
• Give an      overview of the company’s responses to the situation (e.g., these can be company      statements, correspondence, published materials, TV commercials, online      [web] responses, etc.). Be specific. If possible, show examples of the responses, good or bad.
• Conclude by arguing the one      most appropriate action that the company took and the one most      inappropriate action, as well as the “takeaways” we can get from those      actions – what is important for your audience (Company X’s executives) to      understand about the crisis response of the company you studied?  What could the company have done instead?

Guidelines:

· No more than ten slides (not including your title slide and a “Sources Used/Cited” slide)

· The 6X6 guideline – no more than six bullets per slide, no more than six words per bullet

· Seven minutes maximum

· No notes!

Sources requirements:

· You must use credible primary sources (company press releases, statements, videos, advertisements, etc.) and/or crediblesecondary sources (news coverage of the crisis).

· You must refer to a crisis communications expert (either one of the experts we have read, such as Timothy Coombs, or another you find on your own) during your presentation.

· You may NOT use Wikipedia as a source (though I encourage you to mine Wikipedia to gather initial information)

· You may NOT use garbage websites (pro/con.org, askjeeves.com, etc.)

List your sources on your last slide (does not count towards the ten maximum) APA style