MKT 304 – INDIVIDUAL ASSIGNMENT
Topic: Research and Analyze Five Examples of Companies That Successfully Handled a
Media Crisis Using Public Relations (PR)
In this assignment, you will identify five companies that successfully managed a media crisis and
analyze how they used public relations (PR) strategies to handle the situation. For each example,
follow these steps:
I. Company Overview and Crisis Context
Provide a detailed background of each company and describe the media crisis they faced. This
section should include:
●Company Profile: Provide a brief introduction to the company, including its industry,
size, and general reputation before the crisis.
●Crisis Description: Clearly explain the crisis the company faced. What sparked the crisis
(e.g., a product recall, scandal, public backlash, or customer complaints)? Include
specific details such as the events leading up to the crisis, how it unfolded, and why it
became a significant issue in the media.
oExample: Samsung’s Galaxy Note 7 recall due to battery explosions that posed
safety risks and led to negative media coverage.
II. Initial Public Response
Analyze how the company initially responded to the crisis. Address the following points:
●Timeline of Response: How quickly did the company respond once the crisis began to
attract media attention? Was the response immediate or delayed?
●Tone and Approach: What was the tone of the initial communication? Was it defensive,
apologetic, proactive, or reactive? Did the company acknowledge the problem, deny
responsibility, or deflect blame?
●Mediums Used: Through what channels did the company release its initial statements
(e.g., press conferences, social media, press releases, company website)? How effectively
were these channels used?
oExample: BP’s initial response to the Deepwater Horizon oil spill included a
public apology and press conferences, though the company faced criticism for its
slow response.
III. Public Relations Strategies Implemented
Examine the PR strategies the company used to manage the crisis. This section should focus on
how the company communicated with the public and worked to restore its reputation:
●Crisis Communication Plan: Did the company have a pre-existing crisis management
plan, or did they have to develop a strategy on the spot? How did the PR team organize
and manage communication?
●Key Messages: What were the core messages the company used to address the public and
stakeholders? Were they focused on apologizing, providing solutions, or reassuring
customers?
●Transparency and Honesty: Did the company remain transparent about the situation?
Did they provide regular updates, clarify misinformation, or admit mistakes?
