Overview

Write a 3–5-page analysis of the given public relations scenario, including appropriate responses. Then, craft a press release supporting your proposed handling of the scenario.Note: The assessments in this course build upon each other, so you are strongly encouraged to complete them in sequence.SHOW LESSAnalyzing a public relations scenario uses core knowledge and skills to determine the best possible resolution.By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

• Competency 1: Analyze strategic issues to guide overall business decision making.
  • Analyze challenges presented by a crisis.
• Competency 2: Integrate findings of strategic, environmental, and core business function analysis to provide input to decision making and planning.
  • Analyze alternative strategies to address a crisis.
• Competency 3: Formulate business decisions for immediate actions based on integrated analysis.
  • Justify a course of action to address a business challenge.
• Competency 4: Integrate and apply core knowledge, skills, and attitudes to plan for resolution of key business challenges.
  • Write a press release that supports an action plan.
• Competency 5: Communicate in a manner that is professional and consistent with expectations for members of the business professions.
  • Communicate in a manner that is professional and consistent with expectations for members of the business profession.

Competency Map

CHECK YOUR PROGRESSUse this online tool to track your performance and progress through your course.

Context

To be viable and to grow, every business requires both new and repeat customers. The challenge is to satisfy existing customers while encouraging potential customers to give the business a try. To do this, businesses must meet customer expectations and employ strategies involving marketing, communications, public relations, and word-of-mouth marketing.SHOW MORE

Questions to Consider

To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.SHOW MORE

Resources

Required Resources

The following resources are required to complete the assessment.

Capella Resources

Click the links provided to view the following resources:

• Assessment 3 Scenario.

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Suggested Resources

The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.

Library Resources

The following e-books or articles from the Capella University Library are linked directly in this course:

• Lin, Z., Guo, Y., & Chen, Y. (2013). Macro-public relations: Crisis communication in the age of Internet. International Journal of Cyber Society and Education, 6(2), 123–138.
• Zsolnai, L. (Ed.). (2012). Handbook of business ethics: Ethics in the new economy. Oxford, England: Peter Lang AG.

Course Library Guide

A Capella University library guide has been created specifically for your use in this course. You are encouraged to refer to the resources in the MBA-FP6028 – Business Integration Skills Library Guide to help direct your research.

Internet Resources

Access the following resources by clicking the links provided. Please note that URLs change frequently. Permissions for the following links have been either granted or deemed appropriate for educational use at the time of course publication.

• CAPA Centre for Aviation. (2015). Delta Air Lines. Retrieved from http://centreforaviation.com/profiles/airlines/del…
• James, G. (2010). How to write a press release, with examples. Retrieved from http://www.cbsnews.com/news/how-to-write-a-press-r…

You may wish to search the Wall Street Journal and other online sources for examples of actual airline press releases. For example, here is one release from SkyWest Airlines about replacing its fleet:

• SkyWest. (2015). SkyWest adds eight Embraer E175s to fleet, replacing older regional jets for Alaska Airlines flying[Press release]. Retrieved from http://www.skywest.com/assets/Uploads/PressRelease…

Assessment Instructions

Note: The assessments in this course build upon each other, so you are strongly encouraged to complete them in sequence.

Preparation

Read and carefully consider the scenario in the Assessment 3 Scenario document, linked in the Required Resources, before beginning on the deliverable for this assessment.Research and consider reactions to similar incidents to envision possible reactions to this incident. It is likely to receive commentary in the press; with that, passengers or others may choose to comment. While it is not known currently whether the public is aware of the situation, it will be necessary to proactively determine an approach.Think carefully about the impact of any selected action on the company, the industry, and, of course, the individuals involved. Also, think about any repercussions that may result from the disclosure and the communication approach you select.

Deliverable

After reading and considering the Assessment 3 Scenario document, complete the following:

1. Write a 3–5-page analysis in which you complete the following:
   • Analyze the challenges and issues presented by the public relations situation described in the scenario. You are free to embellish details but keep them realistic.
   • Suggest three different public relations approaches to address the issue. Evaluate each approach.
   • Provide a course of action and detail why you chose that action, what you hope it will gain for your airline, and what might go wrong if you made the wrong choice.
2. Write a press release that supports your chosen course of action. Identify which media you would target and how the targeted message might differ among them.

Additional Requirements

• Written communication: Written communication is free of errors that detract from the overall message.
• APA formatting: Resources and citations are formatted according to current APA style and formatting.
• Length: 3–5 typed, double-spaced pages for the analysis portion of the assessment; there is no length requirement for the press release.
• Font and font size: Times New Roman, 12-point.
• PLEASE SEE THE SCENARIO BELOW
• You have just been informed that the captain of one of your aircraft became unconscious as the airplane was about to land; the co-pilot took over and landed the craft safely. Upon landing, the aircraft was met by an ambulance, and the unconscious captain was taken to the hospital. Within an hour, you learn that the captain suffered a heart attack and is in critical condition.The passengers did not know of the captain’s collapse or that anything was amiss at the time. Fortunately, everyone is safe. The station manager who reported the situation to you believes that the passengers all left the airport terminal without talking to the press, but he is not certain that is the case. He is now asking how to handle the situation, suspecting that passengers may talk to the press soon.You know that a report must be made to the FAA within 24 hours and that this information will become public, even if it is not already.The concern is how this situation will impact public opinion toward your airline. You wonder: Will people be afraid that you have an aging workforce and that they are not safe? Will potential customers think that this problem could reflect on your airline in other ways, putting maintenance and overall safety into question? In short, will this situation have a negative effect on sales and, thus, profitability?You, the president, must decide how to handle this situation.You might choose, for example, not to comment at all and hope that the situation is never revealed. Or you might prepare a fast press release for immediate release, stating that the captain was taken to the hospital but that the plane landed safely, offering no other details. On the other hand, you might prepare a full press release with all details of the incident. Or you might send the CEO on a quick business trip, so that you can claim that no comment is available until the CEO returns, in hopes that the situation will calm down on its own. You might even try to put a positive spin on all of this and create a press release that focuses on the heroic efforts of the first officer who landed the plane.