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short press release

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Martha Stewart is your client. It has just been made public that she sold shares of her IMClone stock with possible insider trading information. She is going to be charged and possibly face time in prison. Her own stock is sliding. What would you do?

List objectives for the PR Campaign
Define the publics
What is the crisis plan?
Identify potential benefits and risks

Write a short press release

There is no word minimum per se, but make sure your campaign outline and release are long enough to do the assignment justice and give texture to your recommendations. You should expand any key ideas or points to demonstrate a thorough understanding of PR. Use examples to illustrate your points, do not just list your answer.

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List objectives for the PR Campaign
One objective is to minimize the damage done to the brand Martha Stewart due to the court verdict.
Another objective is to manage effectively the crisis that has occurred. Moreover, the PR company should have the objective of generating support for Martha and present her as a normal person. A human being. The PR campaign should aim at not only maintaining the image of Stewart but also protect the image of MSLO and ensure that the company does not lose Brand Equity because of the crisis. There should be timely updates from Stewart's legal perspective. The public relations should also present Martha more as a martyr instead of a criminal. The PR objective should also be to present statistics that show that Martha is an upright person and has wide public support. An objective of the PR should also be to distance Martha from the company so that her company does not suffer because of her indictment.

Define the publics
The first public that the PR Company should target is the present customers of MSLO. They have to be persuaded to continue purchasing her products. The second public that the PR Company should target is the media. The press should present Martha in a favorable light. They should portray her as a victim rather than ...

Solution Summary

Guidance is given for a short press release.

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PR Communication Memo

Individual Assignment: PR Communication Memo

- The company with which you are currently employed is experiencing a financial crisis. The Chief Financial Officer (CFO) has suddenly resigned and no one is discussing the reasons why. The U.S. Securities and Exchange Commission (SEC) is investigating your company's accounting practices and from the documents they have requested, the issue seems to concern revenue recognition. Rumors are beginning to circulate that suggest inappropriate behavior on the part of your company. The organization is a publicly traded company, and as such, the company is required to issue a public notice concerning the sudden vacancy of the CFO. As a Certified Public Accountant (CPA) on the team drafting the notice, you are involved in communicating the current situation to the general public.
- Write a press release. You may conduct research to find examples of public notices of this same nature. Use the examples to determine how you will format your press release. Then write an accompanying internal memo no more than 2 pages in length to your manager that includes the following:

o Outline what your company is legally required to do.
o Explain the value of the public communication in this situation.
o Examine the balance between calming external stakeholders and the ethical considerations of providing all the information that is required by the SEC.
o How the perception of the press release will affect public opinion

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