Discussion Questions from Reading Assignments 4/26/2000

Hendrix, Chapter 9, International Public Relations

1/ Apply case 9-1, Exploring Portugal: Opportunities for U.S. Business to the ROPE  Model as outlined by Hendrix. In other words, explain in some detail  the Research, Objectives, Programming and Evaluation used in this case.
This case was executed by Edelman PR.  Take a look at their web site and be ready to discuss.

2/ What kind of audience research was needed in this case?

3/ What do you see as the strengths and weaknesses in this case?

4/ Read the exhibits on this case and be ready to discuss.
 

Hendrix, Chapter 10, Relations with Special Publics

1/ Apply case 10-2, Give Your Kids a Shot of Love campaign, to the ROPE Model as outlined by Hendrix. In other words, explain in some detail  the Research, Objectives, Programming and Evaluation used in this case.

2/ What kind of impact objectives were used in this case?

3/ What do you see as the strengths and weaknesses of the Give Your Kids a Shot of Love campaign?

4/ Read the exhibits on this case and be ready to discuss.
 

Hendrix, Chapter 11, Emergency (Crisis) Public Relations

1/ Discuss programming in crisis public relations:  Describe aspects of themes and messages, actions or special events, uncontrolled media, controlled media and effective communication as they relate to crisis public relations.

2/ Apply case 11-1, Power of the Media Helps CARE Save Lives, to the ROPE Model as outlined by Hendrix. In other words, explain in some detail  the Research, Objectives, Programming and Evaluation used in this case.

3/ What do you see as the strengths and weaknesses of this case?

4/ Read the exhibits on this case and be ready to discuss.

5/ Apply case 11-2, Pepsi's Crisis Response: The Syringe Scare, to the ROPE Model as outlined by Hendrix. In other words, explain in some detail  the Research, Objectives, Programming and Evaluation used in this case.

6/ What do you see as the strengths and weaknesses of this case?

7/ Read the exhibits on this case and be ready to discuss.
 

Small, William J.  "Exxon Valdez:  How to Spend Billions and Still Get a Black Eye, Public Relations Review,
17, 1 (1991): 9-25.

1/ What kinds of major PR mistakes did EXXON make in this case?

2/ What did EXXON do right?

3/ What are the arguments in favor of a CEO going to an accident site? What are the arguments against such action?

4/ Review Small's 11 crisis recommendations and be ready to discuss.
 

Dyer, Samuel C. Jr.; M. Mark Miller and Jeff Boone, "Wire Service Coverage of the Exxon Valdez Crisis," Public Relations Review, 17, 1 (1991): 27-36.

1/ What research method was used in this study?

2/ What were the results of the study?

3/ What can PR professionals, educators, scholars and students learn from this research?  What practical knowledge, if any, can be gained by reading and studying this research article?

4/ How do the findings from this study relate to the concepts of controlled and uncontrolled media used in the ROPE model?

5/ How do these findings relate to the concept of framing of news coverage discussed earlier in the semester?
 

Stateman, Alison, 'I Didn't Know What a Crisis Was Until April 20," Public Relations Tactics, April 2000, 1, 16-17.

1/ Typically, PR crises are fairly short-lived, yet the massacre at Columbine High School is predicted to last "forever" in this article.  Is that the right perspective on this event from a PR viewpoint?

2/ Marilyn Saltzman, the PR professional in this case, points out that media were fairly restricted in covering this case. In some cases media inquires were turned down completely.  As a PR professional for a public school system, is she ethically justified in turning down media requests?  Why or why not?

3/ Saltzman also says that she deferred to the police department public information officer concerning press conferences for the first several days.  Was this a smart or not-so-smart PR strategy for the school system?  Was it possible for the school system to benefit from holding its own press conferences or joint press conferences with the police?  What could officials from the school system have said at a press conference in the first few days or on the first day to help manage the PR crisis and the real physical crisis?

4/ What do you think is the general public perception of this school system in this case?

5/ If Saltzman and the other PR professionals had used the ROPE model would this have aided the crisis management in this case?  Why or why not?

6/ What if such a crisis occurred at your worksheet?  Would you handle it differently?  Why or why not?  How can you prepare for such an event?  What are the dangers of not preparing for such an event?
 

Elian Gonzalez Media Coverage, Public Affairs and Governmental PR

1/ Take a look at the photo gallery of the Elian Gonzalez seizure on the USA Today website and think about the public affairs/governmental affairs crisis this has created.  Will the photos of Elian's reunion with his father outweigh images of the seizure in the public mind? Will rumors rule the public perception of the handling of this case?

2/ If you were the PR professional for the United States government representing the Attorney General's office, the INS and the White House, what steps would you have taken to minimize the PR crisis in which the government now finds itself engulfed?

3/ Given the events that have already unfolded, what would you do today to manage the PR crisis in the Elian Gonzalez case if you were the PR professional for the United States government representing the Attorney General's office, the INS and the White House.

4/ Given the events that have already unfolded, what would you do today to manage the PR crisis in the Elian Gonzalez case if you were the PR professional for the Miami relatives of the 6-year-old Cuban boy?

5/ Given the events that have already unfolded, what would you do today to manage the PR crisis in the Elian Gonzalez case if you were the PR professional for a U.S. PR firm hired by Fidel Castro and the Cuban government?

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