Comm 2300 – Intro Public Relations 1

Comm 2300 – Introduction to Public Relations
Assignment: Crisis Communication Plan
Background:
On September 1, 2016, Space X was sending communication satellites to space. Problems
occurred with the fueling of the space vehicle causing Space X to lose a rocket before launch.
This is the second time in a little more than a year that there has been an explosion at launch.
No one was hurt in either case. Space X has rebounded from this tragedy, fixed the problems,
and is moving forward with the ultimate goal of enabling people to live on other planets. As part
Space X PR team, you have been assigned to create a confidential crisis communication plan
for another, but unlikely, explosion.
Assignment:
For this class project, you will not be required to create a comprehensive crisis communication
plan, which would be well over 100 pages long. Rather, you will be required to create a crisis
communication plan that contains the following five elements:
1. Crisis communication team
2. Spokespersons
3. Key messages
4. Target audience contact lists
5. Plan to communicate with the target audiences
Details:
Crisis Communication Team:
 Specifically determine the following:
o Determine the number of positions that should be on the Space Xcrisis
communication team.
o Identify by name and title, each member of the crisis communication team. Each
member should be a current employee of Space X. Employee information can
be found on the company’s website.
o Determine a specific responsibility for each member of the crisis communication
team.
o Develop a detailed job description for each member of the crisis communication
team.
Spokespersons:
 For each of the following individuals, include his/her name and title.
 Identify the lead spokesperson for the Space X company. This individual should be a
current employee of the company. Within 2-3 sentences, explain the credentials,
qualifications and reasons why this individual should be the spokesperson.
 Identify a back-up spokesperson for the Space X company. This individual should be a
current employee of the company. Within 2-3 sentences, explain the credentials,
qualifications and reasons why this individual should be the spokesperson.
 Identify two experts from the Space X company that would serve as technical experts in
answering detailed questions. These individuals should be current employeesComm 2300 – Intro Public Relations 2
of the company. For each individual, explain within 2-3 sentences the credentials,
qualifications and reasons why the individual should be the spokesperson.
 Identify two spokespersons, each from different organizations that would be involved
with Space X on this crisis. For each individual, explain within 2-3 sentences the
credentials, qualifications and reasons why the individual should be the spokesperson.
Key Messages:
 Develop three key messages for Space X. These messages are the messages that
Space X would convey in all of their communication following the crisis. Tools available
to help you create key messages: refer to your previous notes on key messages, the
former chapter reading, and slide deck available on Canvas.
Target Audience Contact Lists:
 Create two target audience contact lists, each containing five specific individuals. For
each person, include his/her title, phone number and email address.
 List #1: U.S. government officials
 List #2: Media
Plan to Communicate with the Target Audiences:
 Develop a very specific detailed plan to communicate with the following four target
audiences:
o Employees and their families
o Media
o Customers (current paid ticket holders)
o U.S. government officials
 The very specific detailed plan should include the following items: 1) Point of Contact,
i.e. who on the crisis communication team is responsible for communicating with the
targeted audience, 2) Communication Mediums/Channels, i.e. how is Space X going to
communicate with them, 3) Timeline, i.e. when and at what frequency is Space X going
to communicate with them.
Layout / Parameters:
 The crisis communication plan should look professional, be easy to read and easy to
understand.
 The entire plan should not be in story/paragraph format. Use margins, spacing,
headings, bullet points, etc. to make the document look inviting and easy to read.
 Include a cover page (company name, project name, your name, date of submission).
 Include a concise introductory paragraph explaining the purpose of this document.
 Organize the plan into the five main elements listed above, in the order provided.
 For each of the five main elements, include a brief introductory sentence explaining the
particular section.
 Place your name, class number, section number in the footer, left justified.
 Submit the entire document as a PDF via Canvas.
Grading:
 The rubric posted on Canvas will be used to grade this project.
 Points Possible: 50 points

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