CCMN413 - Mod 6 - Negative Publicity Major Assignment
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York University *
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Course
413
Subject
Information Systems
Date
Dec 6, 2023
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Pages
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CCMN413, Module 6 - Introduction
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Introduction
The focus of this module is on the negative publicity assignment, which is the major assignment for this
course.
This module covers two key areas:
The options you have for the assignment
The planning, preparation and approach required to complete this assignment
Topics and Learning Objectives
Topics
Planning the major assignment
Issues to consider when developing a strategy
Assessing negative publicity situations to determine response
Developing and implementing negative publicity management strategy, plan and documents
Creating a communications plan
Reviewing a comprehensive negative publicity package
Learning Objectives
By the end of this module, you should be able to:
1. Assess and document the dynamics of a negative publicity situation
2. Analyze negative publicity situations, including different audience types; moral and legal
assessments and primary and secondary audiences, as a prelude to developing and implementing
a situation management strategy and plan
3. Develop and implement a negative publicity management strategy and plan
1. Major Assignment Discussion
This module has a slightly different focus. The major term assignment will be discussed in this module
so that you have sufficient time to think about and plan this assignment.
In the interests of clarity,
please review the following details regarding the major assignment:
The completed major assignment is not due until the last day of the course.
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CCMN413, Module 6 - Introduction
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You will be required to submit a draft version of your major assignment for review on Week 11 of
the term.
This draft version will be reviewed and sent back to you with comments so that you can make the
necessary changes. This draft version
will not be graded
.
You have two options for selecting a major assignment topic:
Option 1 –
Complete one of the three choices appearing later in this module.
Option 2
– Select your own topic, which you must submit for approval prior to starting work on it. If
you are planning to select your own topic, please make sure that it is not overly ambitious and
complex for an assignment of this nature.
2. Major Assignment Planning
This assignment requires that you incorporate many of the strategies and document types that you have
already learned along with other strategies and documents that will be covered later in the class. The
assignment is short with respect to actual page counts, but you will be required target your documents
precisely to the needs, wants and perceptions of the individual audiences. It is also critical that the
package overall is coherent, internally consistent (e.g., you are not giving conflicting information to
different audiences) and coordinated.
The preliminary planning steps are outlined below. Please think about these planning steps as we cover
the remaining modules in this course.
Scope
The first step is to identify the overarching issue. What exactly is the problem? It is also necessary to
identify primary and secondary issues. For example, the primary issue in a defective product recall is the
actual product, but there will also be secondary issues such as reputation and trust.
Identify the primary audience (i.e., those people who are directly affected) and the secondary audiences
(i.e., those people not directly affected but likely to make decisions based on the negative publicity
situation. At this stage, key messages need to be developed and finalized.
Components
There are four broad categories of materials that need to be developed and coordinated to ensure that
everyone has a common understanding of the problem and the solution. These include the following:
1.
An internal package –
This package includes management decision support information (e.g.,
briefing notes) and updates. Other materials can include staff public contact scripts and updates to
prevent unauthorized people from speaking publicly or releasing unapproved information. It is also
likely that staff may need morale building materials (e.g., blogs; newsletters) if the situation has
resulted in very adverse publicity.
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CCMN413, Module 6 - Introduction
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2.
An external package –
This package will be largely defined by the event and the industry (e.g., a
prescription drug problem will require a much different package than mining mishap). Potential
documents include press releases or social media posts – it is also necessary to monitor social
media traffic so that any misrepresentations and falsehoods can be managed. Other media can
include letters, speeches, blogs and open letters (e.g., in newspapers, as both SNC Lavalin and
Boeing did in 2019).
Again, these documents must be prepared for both primary and secondary audiences.
3.
A strategy –
Consider how this issue will be managed within the context of the umbrella
communications strategy, company policies, legal requirements and regulatory restrictions. Often,
public reaction will also have an impact on the type of strategy that is developed.
4.
A communications plan –
A communications plan functions as a control document by assigning
tasks and schedules and also summarizes the entire approach to the issue in a concise single
document. That prevents – or should prevent – misunderstandings, unauthorized statements and
other missteps. A communications plan also enables senior management to see a concise
document laying out the problem, the solution and the expected outcomes. Your communications
plan also must have a digital strategy that includes posting content and monitoring and managing
online comments.
Responsibility
Determining responsibility for the situation is an important component of preparing a response. It is
almost inevitable that fault will be assigned by public opinion, social media or a host of other channels.
Finding fault – as distinct from determining responsibility – is largely a pointless exercise, but one for
which it is necessary to be prepared. There are many ways to categorize responsibility, including the
approach outlined below:
Legal responsibility –
Legal responsibility is the starting point for assigning responsibility. Any
compensation or punishment will be the result of legal proceedings. Legal requirements often set
the minimum restitution or compensation that must be provided. It is critical that legal advice is
sought and lawyers retained in all but the most inconsequential situations.
Moral responsibility –
Moral responsibility often is another way of saying that organizations
should “do the right thing”. Thus, a company might only be legally obligated to repair or replace a
defective model appliance but, morally, that same company is expected to do more.
Partial responsibility –
Some negative publicity issues are complex and murky, with no “all or
nothing” responsibility allocation. For example, an airline may have had an equipment-related flight
delay – an airline responsibility – that later turned into a further weather-related delay. The latter is
not an airline responsibility. The delay and additional costs that passengers would incur are not
easily allocated.
Public expectations and perceptions –
Many negative publicity situations create a great deal of
public interest and opinion. Sometimes, the public assigns responsibility or fault without benefit of
facts and analysis (i.e., the court of public opinion). This must be considered as a response
strategy is developed.
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CCMN413, Module 6 - Introduction
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Nature of the issue –
Negative publicity issues that are the result of corporate negligence or
carelessness tend to have more critical audiences who are not hesitant to assign responsibility.
The recent customer account hacks that various companies have experienced tend to hold the
hacked companies responsible even though responsibility could be apportioned to security
suppliers among others.
Audiences
We have already discussed the need to develop targeted, audience specific messages. It is, however,
useful to reiterate that this exercise is central if effective messages are to be delivered to clearly
identified audiences in a timely and result producing manner.
Assignment Advice
Consider using a visual to promote understanding and clarity.
There will be some repetition between and among the different documents you prepare, as
the facts you are communicating do not change by audience. In fact, it is critical that
everyone be given the same facts.
In addition to the basic facts, ensure that each audience receives information they need
and want to know. That will require you to assesses what each audience needs and wants
are.
Apply the “you viewpoint” approach that you covered in an introductory communications
course.
Profile or position your role in the best possible light without misrepresenting the situation.
Understand how the public may perceive you in this instance and tailor you message
accordingly.
You will need to “fill in gaps” to ensure you have a complete and comprehensive package.
This may include providing additional details that have not been provided in the
assignment.
3. Communications Plan
You can use this
Communications Plan Template
to document your communications plan for your
assignment. Please note that communications plans can take many forms and can run to many pages.
All, however, serve the same purpose, which is to provide a comprehensive view of the proposed course
of action.
Communications plans are, in part at least, dynamic documents that may need to be updated as events
unfold. Changes, however, should be made with care and only when necessary (e.g., new facts emerge,
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another interested audience is identified, etc.). If the plan is changed too often and too drastically, the
intended impact of the strategy will be lost on almost everyone.
More on That
For additional communication plan samples and discussions, please see the following:
CanadaHelps’
Creating a Communications Plan That Works!
City of Guelph Communications Plan
Sport Information Resource Centre (SIRC),
Building an Effective Communications Plan
4. Visualizing the Negative Publicity Process
Figure 5.1 below will help you visualize the process of creating a negative publicity response package.
After creating a primary message, a secondary message is created. From the secondary message,
audience specific messages are created. Each of these components (primary message, secondary
message and audience specific message) leads to the completed product.
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CCMN413, Module 6 - Introduction
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Figure 5.1. A diagram of a negative publicity response package.
Source: Toronto Metropolitan University
5. Major Assignment Set Options
You are required to complete a major assignment for this class. This assignment is worth 35% of your
final grade. You may select one assignment from the three given below or you may select your own
topic. If you chose the latter option (i.e., selecting your own topic), please discuss your plan with your
instructor before you begin work.
Assignment Option 1 – Defective Teddy Bear Case
Your company is a wholesale distributor of plush toys. During routine quality testing, you have found that
a Teddy Bear you sell is defective. Specifically, the Teddy Bear’s nose can be easily detached from the
body. As a result, there are two dangers to children. One, smaller children could swallow the nose, which
is button sized. Two, the sharp pin hooks that attach the nose to the bear’s body are a more serious
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problem; these pin hooks pose a health and safety problem for all children, as these can be swallowed
or could cause a puncture wound.
This problem only affects bears manufactured in Bangladesh. Other bears manufactured in Mexico,
China, Taiwan and Hong Kong are not affected. Customers can identify the country of origin by the way
the bear is dressed and by other markings. Specifically, each bear is dressed in a vest decorated with
the flag of the country in which it was manufactured. In addition, a country of origin label is sewn into the
left side seam about waist level.
In total, you have purchased 6,300 of the Made in Bangladesh bears. A total of 3,900 bears are still in
your warehouse. Of the remaining 2,400, 600 are still on store shelves and 1800 have been sold. The
bears were all sold in Toronto area stores, though these may have been purchased by customers from
anywhere in the world. You want customers to return the defective bears as soon as possible. They will
be offered non defective bears or a full cash refund.
You are recalling these bears at your own initiative. There have not been any accidents, though you are
concerned that a child could be seriously injured if these bears are not recalled as quickly as possible. A
Parents’ Group is demanding that you recall
all
bears, wherever manufactured, as a precautionary
measure.
Negative Publicity Package Elements
Please develop a negative publicity package for this situation. The package should, at least,
contain the following elements:
A briefing note for senior management that details the problems and the actions being
taken to resolve these problems.
A prepared script for your staff who have direct contact with the public either in person or by
phone.
A letter to retailers carrying this product telling them of the danger posed, the actions they
must take to deal with this problem (e.g., pull the bears off the shelves immediately). This
letter should also outline return and retailer compensation policies.
A press release outlining the problem and the action that defective bear owners must take.
An open letter to customers describing what the problem is and how you are resolving it.
A policy to deal with unjustified customer returns. Many times, customers will try to return
non defective merchandise “just to be on the safe side”. You need to articulate what your
policy will be in these circumstances.
A letter to the Parents’ Group.
A communications plan.
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You may also want to include a diagram or other visuals to make your document easier to
understand.
Assignment Option 2 – Non Toxic Gas Leak
You are the public relations officer for a factory that manufactures folding chairs and tables. You have
been located in a largely residential area for the past 55 years. A few days ago, you had a gas leak,
butyl nitrate that lasted three minutes before it was detected and stopped. The gas is non toxic – a fact
verified by the Ministry of the Environment. In fact, you do not use any toxic substances in your plant.
Nonetheless, the gas leak has caused exterior paint to discolour and outside plants to wilt in a five-block
radius. You have received expert advice that annuals will not recover, but perennials will grow again next
year.
A Community Group is demanding that you move your firm to a more remote (i.e., non-residential)
section of the city since, in their view, your operations pose an environmental hazard. You are reluctant
to move since you are well established in the community. In addition, over 80% of your workforce lives
within a short distance of your plant. Any relocation would cause these people significant hardship since
they would now have to commute a long distance. A source of well-paying local jobs would also
disappear.
At the same, you are concerned about the leak, so you are fitting expensive monitoring technology on to
your manufacturing equipment.
Negative Publicity Package Elements
Please prepare a negative publicity package for this situation. The package should, at least,
contain the following elements:
A press release detailing what went wrong at your plant, how it was fixed and whether any
toxic substances were involved.
An open letter to local residents discussing the overall safety of your plant.
A letter to the Community Group, spelling out that your firm does not use toxic chemicals in
its operations.
A letter to the homeowners directly affected by the gas leak, telling them what you are
proposing to do to compensate them for their loses.
A script for your staff who have contact with the public.
A briefing note for senior management, detailing recommendations for dealing with the
problem.
A communications plan.
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Assignment Option 3 – Minor Downloading Pornographic
Material
Your company operates a number of radio stations. This company also provides Internet access for the
public (i.e., you are an ISP or Internet Service Provider).
One of your ISP customers has written you a letter, complaining that his young son downloaded a
number of pornographic images through the Internet connection he has with your company. This
customer has gone to the press, charging that your business promotes “filth and depravity”. Further, he
is threatening to organize an advertiser and listener boycott of your radio stations if you don’t do
something “. . . about this filth. . .”. At the same time, a civil liberties group has threatened
demonstrations if you make any effort to filter content provided through your service.
You are sensitive to the customer’s complaints. At the same time, you neither create the Internet
content, nor do you monitor the sites that are available. You merely provide the means for people to
connect with the Internet. You often use the analogy of the phone company. The phone company simply
provides the technology for people to communicate, but it does not determine who calls you or what
these people may say.
At the same time, you share the concerns expressed by the parents and by others who are appalled by
some of the material found on the Internet.
You need to explain that you do not have control over the material that is available over the Internet. In
fact, you are prohibited from censoring material by law. You also want to help parents monitor what
material their children may be accessing. The main focus of your proposal is to make monitoring
software (e.g., Net Safe) available at cost.
Negative Publicity Package Elements
Please prepare a negative publicity package for this situation. The package should, at least,
contain the following elements:
A letter to the parents, explaining your role as a service provider, not as a content monitor
or content creator.
A letter to the civil liberties group, outlining your position.
An open letter in the local newspaper, outlining your role as a content provider and
explaining your legal powerlessness to censor content.
A press release, explaining your position and announcing a forum to help parents control
what their children may see.
A script for your staff who deal with the public.
A communications plan.
A briefing note for your senior executives.
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A diagram illustrating your role as an ISP, not a content provider.
Please Note
You will be required to provide a draft version of your final assignment for review and comment
three weeks before the end of classes. This draft of the assignment will not be graded.
Readings
TBA
Activities and Assignments
Activity
Please decide whether you will do a set assignment and, if so, which one. If you plan to instead
do a special assignment, please submit details (e.g., a paragraph or two) to your instructor.
Discussion
Module 6 Discussion
What do you anticipate will be the challenges posed by the assignment you have selected?
How will you manage responsibility and responsibility perception for the assignment you
have selected?
What would be your concerns if you faced these challenges “in a real life situation”?