Elmo

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I just need you to answer these questions and do a SWOT analysis on the Elmo Sex Scandal.

1. Make Sense of the Issues/Connections

Your case presentation should incorporate an INTRODUCTION, CRISIS CASE ANALYSIS, and CONCLUSION sections. Don’t be afraid to go beyond the obvious PR issues. Each case has unique attributes. Some deal with human interaction, business management, and personal dilemmas. What else did you learn about the case that was not presented in the book?

·      Create a chronology or timeline of the events in the case.

·      How much time elapsed between pivotal information and discovery, public communication of the information, and the organization’s response to the information?

·      If silence was used as a response to public information, was it effective in your opinion? Explain.

Tie in the PR issues. Examine what is happening in the case. You can begin with a SWOT (strengths, weaknesses, opportunities and threats) analysis. This will help you explain the organization’s management strategy of the situation, response strategies, communication techniques and media used, and other tactics they employed. It will also help you explain HOW and WHY the organization handled the matter in the way they did in the SOLUTIONS SECTION below.

2. Solution and Analyzing Key Messages

This section discusses the solution and the thought processes that lead up to it. It guides the reader through the information to the solution that was implemented. This section may contain the author’s opinions and speculations.

Examine what were the organization’s options. What did they do; how did they respond and why; and offer other insights that you learned about the case incorporating the following:

Use of Language

·      Factual? Use of facts, statistics, examples, documents, or other forms of evidence?

·      Persuasive? Any emotional appeal strategies including fear appeals, guilt appeals, patriotic appeals? Others? What type of persuasive appeal was made?

Written Elements/Key Messages

·      What were the organization’s key messages throughout the crisis?

·      Are certain word choices more powerful than others? Explain.

·      Are words chosen to appeal to certain key audiences? Explain.

·      Are messages easy to understand? Explain.

·      Are the words humorous, shocking or offensive? In what way? Be specific.

Spoken Elements

·      Who was the spokesperson? Were they the appropriate person? Why or why not?

·      What kind of credibility does the spokesperson possess?

·      Analyze the quotes by organizational spokesperson in news media accounts. Are they effective? Why?

Visual Elements

·      What are the visual elements present in the message and how are they used? Photographic, illustrative, iconic?

·      In what way are the images used to attract attention? Communicate a message?

·      Does the image provoke a feeling? Does it have a connection to a cultural past (culture in terms of related previous issues)?

·      Analyze press announcements, the visual appeal, who talked, what was said, was it believable, etc.

Media Tactics

News media: Explore the types of media tactics that were used including but not limited to: News releases, video and audio news releases, news conferences, feature stories, radio/tv/print, etc.; town hall  meetings, on-location strategies, website updates, social media, others?

Advertising/Promotional Media Tactics

Any paid advertising to support PR tactics (TV, print, etc.)?

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