4A. If you were recommending one way for Optus to regain a positive image in the mind of consumers as part of a reactive public relations response, which would you recommend: cause-related marketing or corporate issue advertising? Select only one of these and justify your response. In your answer, identify and justify what cause or what issue Optus should focus on. (5 marks)

 

4B. Considering your answer from 4A, would you use a specific hashtag or use active posting and engagement strategies on Optus's own social media channels to promote your cause-related marketing / corporate issue ad campaign? Why or why not? (3 marks)

 

 

4C. Considering the data breach described above, discuss whether you believe this is an effective message for Optus's most-recent campaign. Make sure to explain your reasoning using relevant concepts learned in class. (5 marks)
 
 

In September 2022, the telecommunications company Optus faced a massive marketing public relations issue when it revealed that it suffered a cyber-attack which allowed the personal data of millions of Australian users to be stolen, including personal identification, passports information, Medicare information, and more. Yes OPTUS Optus released apologies to customers, worked with authorities, and offered to run a service that would monitor the credit for any customers whose data was leaked. Parts of their response were criticized, however, for not doing enough to protect consumers or to communicate with them about the steps they need to take, nor to compensate them for the loss of their data. A potential class-action lawsuit may develop as time goes on.