First, read the social media crisis communications case study found here:
Young, C. L., & Flowers, A. (2012). Fight viral with viral: A case study of Domino’s Pizza’s crisis communication strategies. Case Studies in Strategic Communication, 1, article 6. Available online: http://cssc.uscannenberg.org/cases/v1/v1art6
Formulate a clear Problem Statement (see note about how to compose a quality Problem Statement) that outlines the central issue in this case, and then, respond to the follow questions about the case:
1. What impact does social media have on public relations practices, particularly crisis communications and reputation management? How significant is it for organizations today to monitor content on social media sites, including hash tags and other signs of internal and external dialogue?
2. What other challenges do you think that PR practitioners, marketers, or corporate communicators could have in telling the truth in the digital age?
What is a Problem Statement?
In any situation, the person who can most accurately describe reality without laying blame will emerge as the leader, whether designated or not.” Susan Scott.
In PR terms, a problem statement is a simple, concise, and yet broad and comprehensive articulation of the root communications/relationship problem facing an organization and its constituents.
Before we jump to conclusions, to be excellent strategists requires that we first pause and ensure that we have complete clarity — and are able to articulate with agility — the actual problem that our PR tactics must solve.
Here are a few helpful resources on writing PR problem statements:
http://www.cuttingedgepr.com/articles/defining-the-problem.asp
http://www.ceptara.com/blog/how-to-write-problem-statement
To successfully complete this Case Analysis, you must craft an elegant, complete Problem Statement and have it rest atop your assignment.
