MRKT 314 Nonprofit marketing

Description

Purpose

The purpose of this Case Study Analysis Paper is to demonstrate mastery of three Unit 6 objectives: 1) explain the role of public relations in the nonprofit sector; 2) Create compelling press releases and media pitches; and 3) Create a communication plan needed to overcome a crisis.

Task

Develop crisis communication response plan by completing the following steps:

Directions:

Read      the Case Scenario on pages 160-161.

Write      a Crisis Response Plan which answers the following:

Describe       the Crisis and Implications: Provide a two-paragraph executive       summary of the crisis and implications for the organization.

Identify       Stakeholder(s). Summarize who this crisis may impact and how       these stakeholders are affected by the actions of the United Way’s       leadership. How do the actions of the United Way’s leadership affect       perceptions of credibility, trust, and believability?

1. Communication       Response Strategy. What recommendations do you have for the       United Way board of directors in regard to image restoration? Would the       strategy best fit for this situation be accommodative or defensive, and       why?

Crisis       Communication Team. Identify who should be on the United Way’s       crisis management team, describing the role they would assume on the       team.

1. Develop       a Crisis Holding Statement for the Media and Stakeholders. Using       Matthews (2024) Top Tips for Writing a Crisis Statement (article       provided in the Online Resources), please draft a three (no more than       four) sentence holding statement that includes three key messages about       the crisis and response. Then, provide a three-paragraph summary       explaining why each message/sentence in the holding statement was       selected.