Project overview
In the last few weeks of the semester, we will analyze a current corporate crisis from the perspective of several different stakeholders. To do this, we will apply what we have learned about crisis communication, activism, PR/organizational rhetoric, and ethics. Your assignment this week is to write a backgrounder on one of the stakeholders affected by this crisis. Your assignment for the following week is to write a critical assessment of the entire crisis situation.
Each of you will provide one piece of the puzzle for your final case analysis paper. For that reason, make sure that your research is thorough, and that your submission is well written. Your peers will be counting on the quality of your research as they move into the final paper in Week 12 and 13.
This week’s assignment
Write a backgrounder on your stakeholder and their role in the case. Each of you has been assigned ONE stakeholder affected by this case, and will focus only on that stakeholder in their research and backgrounder.
Step one: Familiarize yourself with the case
Before you being researching your assigned stakeholder, do some basic research on the case. This is background information for you at this point, but will be used more directly in your final case analysis paper. Some links to start you off follow, but please read beyond these links.
Step two: Find and research your assigned stakeholder
Now that you have an idea of the case, you should do more detailed research on your assigned stakeholder and how it might be impacted by the situation. Each of you is assigned only ONE stakeholder to research. Simply look for your last name in the list below (names in yellow), then research your assigned stakeholder. Start with the links provided, but go beyond them for your research. (NOTE: Ignore everyone else assigned to the same stakeholder as you; they will be working in other student groups. Also ignore all stakeholders other than your assigned one.)
As you research your stakeholder, include (where relevant) the stakeholder’s history, structure, purpose, products, competitive marketplace, and reputation. If your stakeholder is not a formal organization (e.g., airline passengers), then find out what you can about them (e.g., domestic vs. international or economy vs. business traveler numbers, any traveler advocacy groups). Then, research either what role your stakeholder played in this case or how this case might affect them.
Step three: Write a backgrounder
Once you have researched your stakeholder and how this case might impact them, write up all the information you found about them into a backgrounder. Your backgrounder should be written single-spaced with appropriate subheadings (e.g. company history, leadership, products, competitors, branding, market positioning, current situation). It should be about three pages long. Be sure to use in-text citations for all sources, and do not plagiarize! Note that a backgrounder is like a brief, tightly written research paper. It is meant to inform the reader about key information, and does not contain opinions. The writing should be clear, concise, and professional; the document should contain lots of relevant data/facts/information. Here is information on writing a backgrounder, should you need it. You can also Google “example backgrounder” for some formatting ideas.
Submission and grading:
I will grade this on research thoroughness and writing excellence. It is worth 25 points.
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