Assignment 3 - Crisis Strategy

  PUBLIC RELATIONS – CRISIS COMMUNICATION STRATEGY SCENARIO: The Australian retail industry is in crisis. Due to online shopping the market share for ‘bricks and mortar’ retailers have fallen dramatically. If nothing changes in the next 12 months, the major retailers like David Jones and Myer will go out of business. You have been employed by these retailers to turn around the online tidal wave. You have 12 months to bring the retail customers back to physical shops. KEY TARGET AUDIENCES 550 WORDS • Clearly define and describe 3-4 key audiences you will target as part of the crisis communications strategy e.g. Internal/External Publics and Customers be specific - age groups, demographics etc. • Describe each target audience and why we have chosen them, supported by research. • Could use a case study to support the chosen audiences. • Cite statistics, extensive academic research etc KEY MESSAGES 550 WORDS • Using Crisis Communications Theory, outline the key messages of the crisis communications strategy. • Describe the reason why these key messages have been selected and why they are suitable for the target audience. Use evidence to support why the messaging will work. • Cite statistics, extensive academic research etc • Summarise the rationale, credentials and impact of situation.