Overview: Select an existing company and a potential crisis (must not be something that’s already happened with this organization). Based on this crisis, develop a campaign including the following outlined in the next section. You should incorporate various elements that have been included in lessons and discussions. Also be clear with your responses and be specific.
Written Portion
Summary
Outline the company and the crisis
Clearly identify publics (internal and external) and why those particular audiences.
Three specific goals/objectives
A clear Strategy for each goal/objective
This should be clear and concise
Two Tactics for each strategy
Identify what the tactic is
Rationalize why that particular activity
Include what the tone in the message will be and why
Include specific “call to action” for messages
Include how each tactic will be evaluated, and specifically how that ties back to the performance of reaching a specific objective
NOTE: Visuals/PSA copy/Press Release example, etc. are optional but could be helpful
