IN-CLASS ASSIGNMENT: ZARA CRISIS MANAGEMENT
The purpose of analyzing a companys crises is to:
Understand the crisis as it relates to public opinion
Observe the effectiveness of their communication in crises
Observe the public opinion in the aftermath of the crises
Give your initial reaction and current standpoint as a Consumer and understanding your
role in public opinion
Give a suggested crisis management plan as a public relations professional
You will research the internet, including social media, on the various crises of clothing company
Zara and assess the ways in which the brand handled the crises before, during and in the
aftermath.
Crises Assessment
1. Client What company is this about?
2. Product/Service What product or service do they offer?
3. Key Message – What do you think makes it newsworthy? If done well, you should be
able to identify an insight that is driving their PR efforts.
4. Key Facts What specific facts support the Key Message?
5. Crisis Identification What is the crisis?
6. Crisis- Based on your research, what caused this crisis?
7. Crisis Management What tactics have they used to fix the crisis?
8. Public Opinion – Based on your observations, what is the current state of public opinion?
What made you come to this conclusion?
9. Suggestions – In your educated PR opinion, do you agree/disagree with how the crisis
was handled? In your response please reference the lecture + text.
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