THE ASSIGNMENT

Part 1: Write a post for the internal company blog that informs employees about the situation, re-establishes a working relationship, and addresses how employees should handle press inquiries and irate viewers. Provide an appropriate amount of background on the problem, outline the appropriate way for employees to respond to disgruntled viewers, and encourage employees to uphold company standards.

Part 2: Write a post for the external company blog, informing them of the situation and reminding viewers of the companys mission, values, and slogan.

Part 3: Write a Facebook post for the company page that attempts to address the situation and nullify the concerns of outraged viewers.

Part 4: Respond directly via a Facebook comment to the individual concerns expressed by viewers.

Part 5: Write a cover memo to the professor justifying your posts. Use exact quotes and examples to demonstrate how you solved the problem and professionally represented the company.

BACKGROUND

Founded in January 1926, United Broadcast Company (UBC), is the oldest commercial broadcasting company in America. In the 1980s, UBC experienced some financial setbacks and became the lowest-rated television network in the country. After years of struggling, the company hired Chad Howard as Vice President of Programming. Mr. Howard was responsible for bringing several hit comedies to the network. UBC became known for its legendary Thursday night comedy lineup, and profits soared. Chad Howard was later promoted to Chief Executive Officer. Aside from its comedies, the network also became known for its Knowledge is Power campaign of public service announcements. These PSAs featured educational messages which covered topics from healthy eating to early childhood literacy. This campaign was part of the companys larger goal of creating first-class content. Their mission statement is, At United Broadcast Company, we believe in honesty and integrity. We understand the power and potential of media and are dedicated to remaining a leader in quality programming.

THE SCANDAL

Over the course of a decade, 18 different women reported United Broadcasting Company CEO Chad Howard for sexual misconduct and, in some cases, sexual assault. Rather than investigate these allegations, executives at UBC chose not to take action so they could keep Mr. Howard in his position. Christine Hill, a Human Resources employee at UBC, discovered evidence of this coverup and contacted the victims. After gathering proof from the victims, she spoke to the press. The New York Times published an article detailing Mrs. Hills findings as well as the victims allegations. The victims contend that the media executives significant influence made it easy for him to intimidate them and derail their careers if they refused his advances. The news was met with widespread outrage and criticism from the public. Only then did UBC address the issue. The companys board of directors elected to begin an internal investigation into the claims.

THE FALL OUT

With over 5 million combined followers on the corporate Facebook and Twitter pages, UBC is under considerable pressure to respond to the publics alarm in a timely and professional manner. Immediately following the article, thousands of irate viewers began posting to the UBC social media accounts:

Loved the Thursday night lineup, but Ive told all my friends and family to #BoycottUBC. Fire that pervert!

Just finished reading the NYT article on Chad Howard. What the hell, @UBC? You had 10 years to make it right and did nothing. Have fun with your downward spiral, jerks.

Thank you, @christinehill, for your bravery and being a sister to all women. Even in 2018, UBC is all about the old boys club and protecting sexual predators. Im sure theyll put out some basic press release and act like everythings okay. #metoo.

UBC, if Knowledge Is Power, explain how you KNEW your CEO was a creep and did nothing about it?!

REALIGNMENT

UBC is desperate to regain control over the situation, re-establish itself as a trustworthy company, and persuade the public it is working toward a solution to the problem. As a member of the Public Relations team, your role is to help communicate these good intentions and re-establish a positive ethos with consumers. The Vice-President of Marketing asked to meet with you to discuss this situation in detail, stressing that any public statement from this point forward must be thoughtful and deliberate. In the meeting, the Vice-President asks you to write three messages: one that will be posted on the Facebook page, the second on the internal company blog, and the third on the external customer-facing blog. The Vice-President also asks you to direct the social media team in an effort to re-establish relationships with the public.