In September of 2017, Equifax CEO Richard Smith was allowed to resign, rather than be terminated and he also was awarded nearly $20 million in bonuses and other performance and retirement benefits . This lack of accountability for the massive data breach that happened on his watch, and the terrible impact to 143 million consumers has frustrated lawmakers, regulators, employees and in particular, customers.

The data breach and its poor handling by management, caused a major loss of trust with customers which harmed Equifax's reputation. This harm was worsened by the obscene amount of compensation that Richard Smith received and continued to be paid over time, even though he presided over the worst data breach in American history and a failed response plan.

The new CEO Mark Begor was appointed by the board in April 2018. One of his first priorities is to rebuild public trust, especially with customers. You, as the head of communications at Equifax, have been told by the new CEO Mark Begor that he believes that customers can probably forgive Equifax for the data breach over time. However he's very concerned about the optics of the former CEO not being held accountable for the data breach, and also being paid so much money upon his departure for what many view as a failed tenure as CEO.

Mark Begor, the new CEO, wants you, the head of communications at Equifax, to take the lead on setting some communication objectives that support his goals below for rebuilding Equifax's reputation with customers. His main reputation management goals are as follows:

Increase customer awareness that Equifax has a new CEO who replaced Richard Smith. Build acceptance that data security at Equifax has improved and remains a top priority. Encourage customers to take action on obtaining free identity protection from Equifax.

The Assignment

Carefully read the article below from cbsnews.com and reflect on your previous knowledge of the Equifax case. Review Mark Begor's 3 goals above in red and think about creative and/or strategic communications ideas that could help accomplish these goals. Remember that objectives support goals. Then, develop 2 supporting communications objectives for each of the 3 goals above using the "How to Write an Objective" template on slide 11 from this week's class. You must develop two awareness objectives for goal #1, two acceptance objectives for goal #2, and two action objectives for goal #3, a total of 6 objectives. Prepare a brief email to the CEO letting him know you've responded to his request. Feel free to add any other detail in this email you think will help persuade the CEO to believe that your 6 objectives are on target and will help achieve his goals. The email must list each of the CEO's three goals, followed by your two 2 communications objectives for each goal, e.g. Goal #1>Objective 1>Objective 2, Goal #2>Objective 1>Objective 2, Goal #3>Objective 1>Objective 2