Analysis Brief: Crisis Communication
Before writing the essay, please read the following articles. (These articles are not the ones which appeared in the directions part) please read them all
1. https://www.prsa.org/about/all-about-pr (Links to an external site.)
2. https://www.forbes.com/sites/robertwynne/2013/04/10/what-does-a-public-relations-agency-do/#251eec2075d9 (Links to an external site.)
3) https://www.communiquepr.com/the-tylenol-murders-a-case-study/9950/ (Links to an external site.)
4. https://www.northeastern.edu/graduate/blog/crisis-communication-tips/ (Links to an external site.)
5. the pdf I uploaded
6. the pdf I uploaded
Directions:
In formal essay form, you will write an analysis of the crisis communication strategy deployed by United Airlines’ CEO Oscar Munoz after an April 2017 crisis incident. Your goal is to use the knowledge you have gained about crisis communication to evaluate Mr. Munoz’s response and propose recommendations to United Airlines for better crisis responses in the future.
First, in the order presented, read the following article and watch the following two videos regarding the incident and Mr. Munoz’s response:
Video 1: https://www.youtube.com/watch?v=sIuE02kKTHY
Article 1: https://www.prweek.com/article/1435619/timeline-crisis-united-airlines
Video 2: https://www.youtube.com/watch?v=90jSUe_vdhM
Given the above source material, your paper should accomplish the following in 2.5 – 3 pages total:
1) Summarize Strategies (~1-2 paragraphs): Using image restoration theory, identify the image restoration strategies Mr. Munoz used (a) in his initial statement (see Article 1) and (b) in his later interview with ABC (see Video 2). Give specific examples from his words/manner. You need not summarize the incident itself (the man being dragged off the plane); assume that your reader has knowledge of the incident.
2) Critique Response (~2 paragraphs): Applying concepts from week 7 and 8-course materials (Those 6 articles I put up there) , critique Mr. Munoz’s response to the crisis. Use specific examples. Some questions to consider are as follows: Did Mr. Munoz’s response reflect careful planning? Did Mr. Munoz successfully inform the public on key questions? Did Mr. Munoz choose the appropriate strategies? Was Mr. Munoz’s strategy consistent? Did Mr. Munoz’s communicate empathy? Was Mr. Munoz compassionate, confident, and competent? [Note: the above questions are intended to help guide your response; you are not required to answer each point by point; feel free to pick a few to focus on or add your own as guided by course concepts.]
3) Recommendation (~2 paragraphs): Applying concepts from the week 7 and 8 course materials, provide your recommendations for how a United Airlines CEO should respond in the future if a similar event were to occur. Be creative and specific; explain your strategic vision as well as some individual action points.
