Corporate Communication Director

Assume you are the Corporate Communication Director (Public Relations wizard) for the organization. Consider your response, keep in mind these key elements-what the issue(s) are or maybe, who the various publics are along with the primary target audience(s), and the impact and perception of the various communication tools that are at my disposal.

Scenario 1
You work for a large local employer. The CEO recently informed the Board of Directors of his intent to retire after a career with the company that spans more than 40 years. His last 15 years with the company were in his current role, leading the organization through a number of significant changes that were perceived very positively by both the market and the community. Through the company has always had a promote from within policy, the Board has decided that the challenges that face the organization in the future will require a new perspective. They have decided to hire his replacement from an outside organization. You have been asked to make the official announcement about his replacement. What would you consider, do, and say? How would you deliver the message?

Scenario 2
Your company, the call center for a major global financial institution, has been affected by a hurricane. Though you have redundant systems in place that ensured no data was lost, your center of operations has sustained significant damage to its computers and phone system. At this time you are unaware of hoe long you may be affected by the outages. You have been asked to notify your key customer. Who would need to be informed? How would you make contact with them, with whom would you speak what would you say, etc?

Scenario 3
Your company has been conducting tests on a revolutionary new drug that has the potential to cure melanoma, the most deadly form of skin cancer. The clinical and animal trials have shown a 10-15% instance of serious adverse reaction-including death. Still, considering that tens of thousands of people are diagnosed with melanoma each year, the FDA has granted approval to conduct human tests in the next stage of research. How will you position the product and this next round of testing to the public?

Scenario 4
Your company, a large, national grocery chain and prominent 'citizen' in the community has a 'green' policy that includes collecting recyclable materials (paper, plastic, foam) from customers for delivery to local recycling facilities. As you arrive for work one morning you are greeted by members of the local media who want to know what your thoughts about the allegation that instead of being transported to recycling facilities, several 'dumpster divers' discovered these material in the trash dumpsters behind 10 local store. Since in your role you are the company spokesperson for all contact with the media it is your responsibility to effectively deal with the media. How would you proceed?

Scenario 5
You've just written a book on brown-nosing that is selling extremely well and is generating media attention. Unfortunately, one particular media personality has decided to challenge your assumptions and is advocating that you are encouraging people to slack off in their jobs and brown-nosing their way through their careers. At first this was simply a nuisance, but lately other media have been questioning your tactics as well. How would you handle this situation?