"One must learn by doing the thing, for though you think you know it, you have no certainty until you try." - Sophocles
Case Groups/Presentation Times 2008
Round 1 Cases
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Your team has been asked to advise Google executives on a PR strategy for the future. Here’s some background: Google has always prided itself on “not doing evil”. Yet, the politicians and others are starting to raise issues about the “bigness”, “influence” and “big brotherliness” of the company. This was most recently brought to light by Ken Auletta in an article in the New Yorker (January 14, 2008). Your job is to develop a PR/corporate communication strategy to diminish the probability that Google will experience similar PR and legal problems that Microsoft did in the 1990’s. Budget: $500,000.
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In the last few years, a group of Door County citizens formed a group called the “Friends of Peninsula State Park”. They have developed brochures and a website but don’t have a communication strategy to reach out to people in the community and park visitors. They currently have a budget of about $20,000 but don’t really know how to effectively spend the dollars. Two of the founders, Gail & Nick Anderson, have agreed to answer any of your questions.
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The FDA recently approved the use of silicon breast implants. Mentor Corporation has hired your firm to re-invigorate sales. They have allocated $500,000 for your ‘information campaign”. They are particularly worried about web sites like http://www.siliconeholocaust.org.
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Tim Blumenthal at Bikes Belong Coalition has contacted UWGB and requested that a group of highly motivated students talk to him about developing a communication strategy for his organization in Wisconsin.
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The Tour de Georgia is gaining in popularity. However, the recent doping scandals have “spooked” the organizers. They are worried about sponsorships and fan support. They have allocated $100,000 to your firm to come up with an appropriate low-profile PR strategy and to execute it.
- The National Cattlemen’s Beef Association and
American Beef Producers have hired you to encourage U.S. citizens to
eat more beef, despite the Mad Cow scare. They are particularly
worried about how to respond to any future outbreaks of Mad Cow or
even news about measures to protect us from Mad Cow disease.
Your budget is $500,000.
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Many companies are using RFID technology. (see Scientific American, January 2004) Cattle, for example, are being tracked using the technology. You’ve been hired by the industry representatives to educate the public about the technology and allay any fears about it. Your budget is $500,000.
- During last year’s Big 10 football season, some UW games were
not televised locally because of a “fight” with cable TV providers.
The Big 10 ran full-page ads in local newspapers that attempted to
explain the situation. Your team has been tasked with critiquing
those ads. Based on your analysis, you are to provide an improved
communication strategy for dealing with a similar situation in the
next football season. Budget: $100,000.
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Major league baseball’s reputation has been severely tarnished by the performance-enhancing drug scandal. Bud Selig has hired your group to suggest a PR strategy for properly addressing the issue with the fans, government officials, and the media. Budget: $500,000.
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For over 100 years, Domino Sugar (www.dominosugar.com) has been a leader in the production and sale of sugar. Domino's 5 lb. bag of Pure Cane Granulated Sugar remains the company's flagship product. Unlike alternative sweeteners, this product lists just one ingredient; 100% natural pure cane sugar. Develop a campaign that will leverage the product's inherent purity in a way that will make consumers view granulated sugar more positively. Your budget is $500,000.
Round 2: Crisis Communication Case
"A crisis is unpredictable but not unexpected." - Timothy Coombs
Objectives:
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Develop a crisis communication plan.
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Simulate the communication environment of a crisis.
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Develop crisis communication skills.
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Demonstrate the ability to link communication principles to actions.
Method:
Select the organization for which you will devise the communication plan. (It cannot be one that you used in the first case.)
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Conduct an issue analysis scan of the organization's industry.
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Conduct a specific issue analysis scan for the organization.
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Identify the organization's key stakeholders and their concerns.
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Identify likely crises the organization might face.
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Evaluate the likelihood of various crises. (Select 5 of the most likely)
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Develop a crisis communication plan.
Requirements:
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Submit the organization's Crisis Communication Plan before your presentation day.
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Be prepared for a "crisis" 1-2 days before your presentation day. (A group member will be informed via email or voice mail of the actual crisis 1 to 2 days before the presentation)
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Conduct a simulated 15-minute press conference on the presentation day (allow at least 10 minutes for questions from reporters.
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Present your rationale and Plan for the remaining 15 minutes. (This will be followed by 5 minutes of questioning)
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Submit a final written project containing the following sections:
Executive Summary
Introduction
Research (Scanning, Issue analysis etc…)
Crisis Communication Plan
Rationale for your Plan and approach to the Press Conference
Adjustments you would make in the Plan after the training session
References, Appendices etc.