PLEASE SEE VIDEO EXPLANATION OF THIS ASSIGNMENT HERE: VIDEO EXPLANATION CRISIS PRESS KIT OBJECTIVE: The objective of this assignment is to prepare for a realistic crisis scenario and evaluate students' ability to effectively prepare communication during a crisis press conference (a spokesperson statement) and prepare crisis communications materials for distribution (a press release). This exercise will help students develop skills in crisis communication, media relations, and strategic messaging. INSTRUCTIONS: You must choose a real life ‘crisis case’ that occurred in the last 5 years. The case must be controversial and have the potential for significant consequences (a firing, organizational wrong doing/misdeeds, disruption of business operations, severe reputational damage, a boycott, a major labour disruption, a politician stepping down, etc). This should be an example of a case that was not handled well at the time. This is the chance for a ‘do-over’. PREPARATION: Background Research: Students will conduct thorough research on the chosen crisis scenario, understanding the key details, potential consequences, and stakeholders involved. Students should also research similar real-world cases to gather insights into effective crisis communication strategies. Key Messaging: You will develop key messages that address the crisis, reassure stakeholders, and demonstrate the organization's commitment to resolving the situation. You must consider various stakeholder groups (employees, customers, investors, media, the public, etc) and tailor messages accordingly. Preparation Guide for Spokesperson You will develop a preparation guide for the crisis spokesperson. This is so you are prepared for tough questions and so that you may convery key messages effectively. Preparation should include how the spokesperson should comport themselves during the press conference (body language, attitude, approach, etc) as well as a list of 5-10 potential "tough" questions you may be asked. Write an Introduction and Spokesperson Statement You will prepare an introduction and statement that would be read at a press conference. Create a Press Release You will construct a press release that will serve as an official written response to be distributed to various media channels. SUBMISSION REQUIREMENTS FOR THE ASSIGNMENT: NOTE: You must submit the paper in Word document (docx format). Your document should be created in one drive and have the version history turned on. I will not accept pdf documents or documents that do not have a version history. You will submit in a single document: A title page for your assignment with a title, the due date, name and student numbers Submit your background research and summary of the crisis case, including an outline of the key stakeholders and your response strategy. (1 page). This should also include a works cited page with APA citations. Submit your preparation guide for the press conference including notes for how the spokesperson should act during the press conference (body language, responses to particular types of questions, reminders) and a list of tough questions you anticipate being asked (5-10 questions). (1 page) Submit your introductory and spokesperson statement (2-3 pages) Submit your press release (1 page) EVALUATION: Preparation: (25%) Evaluate preparation was with respects to the background of the case, spokesperson preparation, press release, etc. Message Clarity: (25%) Evaluate how well key messages are communicated and whether they align with the organization's objectives. Crisis Understanding and Strategic Thinking: (25%) Consider the depth of understanding demonstrated by students regarding the crisis scenario and its potential impact on the organization. Evaluate the strategic thinking and decision-making process exhibited by students in managing the crisis communication. Overall Presentation: (25%) Consider the overall professionalism, organization, and effectiveness of the press conference statement, press release, and adherence to assignment guidelines.