Please review the four media campaign building scenarios below and share your thoughts.
Scenario 1: JC Penney
- JC Penney came under fire by bloggers and the media for a recent billboard campaign promoting a kettle that some say resembled Hitler.
- The company claimed it was unintentional but still suffered from backlash on social media.
- Develop a strategy to help JC Penney in this situation.
Scenario 2: Takata
- Takata has issued a massive recall of automotive airbags, which is a development that impacts millions of vehicles and dozens of car brands.
- Develop a strategy to help Takata during this crisis.
Scenario 3: FIFA
- FIFA (the organization behind the World Cup) is under attack by industry observers and media due to allegations of corruption.
- Develop a crisis response strategy that will help reinstate confidence in the FIFA and enthusiasm for the next World Cup.
Scenario 4: CVS
- In 2014, CVS made a corporate decision to ban the sale of all tobacco products from its pharmacies. In the aftermath, there has been some complaints and a decline in sales.
- Develop a strategy to justify this position to stockholders amidst news that this has caused a decline in sales and the stock price.
For the above media campaign strategies, you might consider:
- Who is/are the public(s) you are trying to reach?
- How will you reach them?
- Develop specific strategies for your crisis response campaign
- What is your message?
- Are there key “talking points”?
