Assignment Instructions/ Description
Case Study 3: Public Relations and Risk Management
Part I: Risk Management Scenario
In the aftermath of the 2008 financial crisis, the political landscape has shifted and the year ahead of the 2016 presidential campaign brought a portion of that shift into sharp relief. A vocal segment of democratic-leaning voters embraced a candidate whose platform includes aggressive regulation for Wall Street.These voters, generally middle-aged and younger, are upset at the seemingly glacial pace at which the government seems to be moving, and they would be pleased with comprehensive action against banks or other financial institutions. The candidate in the 2016 Democratic primary who campaigned on the basis of these sentiments found a great deal of unexpected success, and even the liberal-minded voters who supported his opponent were sympathetic to his point of view. Thus, while many Americans appeared to distrust financial institutions, there was even a greater danger: the possibility that, with a Democrat in the White House, legislators would be emboldened to pursue stricter financial regulations at the federal level.
You are the head consultant for the public relations firm Brinkerhoff and Associates. A large, well-known bank has hired your firm to develop a risk management strategy that responds to the resentment that some constituencies harbor and that some political groups are attempting to foster. Part of that strategy includes communicating with the public. Your goal is to attempt to temper the growing mistrust of large financial corporations.
In 200-500 words write a type of communication that you feel fits the situation the best. Some options are:
- An open letter, addressed to whomever you choose, that you hope goes viral
- A television commercial (script)
- A commentary to be published under the name of the Bank�s CEO that would appear in a major U.S. newspaper
- Other
Part II: Justify Your Choice
In 750-1000 words write a justification for your choice. Address the following:
Who is your intended audience, and what might their expectations be?
Why did you choose the genre of you did? How will the genre you have chosen reach your intended audience, and how do you know it will?
In what way does the message in your piece respond to public sentiment about large financial institutions?
What about your message might seem appealing to your intended audience?
To what extent is your message ethical?
To what extent do you feel your message would help foster a positive public image and/or mitigate risk for the institution you were representing?
Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are required to submit this assignment to Turnitin. A link to the LopesWrite technical support articles is located in Class Resources if you need assistance.
Chapter 13� of��Papa, M. J., Daniels, T. D., & Spiker, B. K. (2008).�: Perspectives and trends. Los Angeles, CA:�Sage Publications. is also attached and should be used as a reference.�
Other sources that can be used for assignment:
�Understanding Communication in Disaster Response: A Marketing Strategy Formulation and Implementation Perspective,� by�Pitt and Treen from�Journal of Public Affairs�(2017).
�The Four Rs of Crisis Communication,� by�Moscatelli fromPublic Relations Tactics�(2015).