Section A
Select a small organisation that you know well or have easy
access to. Develop a crisis management plan for this organisation that can
cover any type of crisis, using your course materials as a guide. This crisis
management plan should be no more than 10-15 pages long but can include
appendices in addition to the plan. Appendices should contain supplementary
information only, such as lists and forms – any information critical to the
plan should be included in the plan.
When it comes to stakeholders, you must:
List the key stakeholder groups, carefully segmenting the
groups. For instance, you would NEVER say “the general public”. This group
would be broken down into a number of segments (with the general public, you
would have literally hundreds, so carefully select the most relevant).
Give one paragraph explanation of each.
Outline the best ways to communicate with them (this is VERY
important). Communication methods need to be relevant to the audience. For
instance, you would not use a media release for people aged 18-25 who do not
read newspapers or watch much TV and you wouldn't deal with older people solely
via social media as many won't be on Facebook. If you were dealing with
farmers, you would select the local farming newspaper as a key communication
channel for this group.
While it is accepted that in-company and key stakeholder
lists will be difficult for you to develop, you MUST develop a media contact
list that is most relevant to your organisation. This can be undertaken using
the Margaret Gee’s online resource, available through the Library databases or
by doing a Google search of media in your area. It must include radio,
television and newspapers, plus bloggers and specialist freelancers if you can
find them.
Section B
Then, referring to the list of crises that you included in
your plan, select a particular crisis that figures highest on the
impact/probability scale and develop a specific scenario, complete with date
and time and what happened, plus the effects that would make this scenario a
crisis. It must be a scenario that would be of interest to the media.
You then need to build materials specific to this scenario,
consulting your materials on how each of these tools should look:
a profile of three of the most relevant stakeholder groups
to this crisis, including the best means of communication with these
stakeholders (this does not have to be limited to one means). This profile must
detail demographic and psychographics features where relevant. Media for
instance, will not have pyschographic factors, but it WILL have readers who are
of relvant demographic groups.
a holding statement for the initial impact while you gather
information, presented in media release format. Do extra research on what a
holding statement should look like. This is a NOT a full media release and
should be some words that you can put out before you have much information
available.
three to five key messages for those stakeholders that
should recur throughout the organisation’s dealing with the crisis. You may find
that each stakeholder group needs a tailored set of messages. In some cases you
may find that one set will be suitable for all the stakeholder groups. You MUST
use the key messages format presented in the materials.
Spelling, typographical errors and grammatical mistakes will
not be tolerated as this is a report that ostensibly will be prepared for and
presented to a client, with some components for stakeholder consumption.
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