In the second half of the semester, your team will receive a PR crisis scenario your brand must confront. You will have one week to develop your team’s PR Crisis Response Kit, and we’ll review all 8 kits as a group in one of our class sessions. PR Directors lead this exercise but all team members are expected to contribute (Creative Directors will be particularly important for script-writing and artistic visual embellishments!).

PR Crisis Response Kits must include:

• One 2-3 minute social media video of your client’s key executive (CEO, CMO, etc.) addressing the crisis and offering concrete mitigation next steps. This video should be produced as professionally as possible (please search for recent crisis-response videos from real companies to get an idea of production and flow of these types of videos). Select one member of your group to be the “on-camera” talent, acting as the key executive. Think thoughtfully about what important acknowledgements and commitments should be made in the script.
• “Traditional” Media Kit, containing:
  • One press release, documenting the brand’s response to the situation
  • One media contact list that features real-life contact details for 25 or more journalists/media members that would likely cover a crisis for a CPG brand
    • You MUST have at least two of the following pieces of contact information for each contact: office phone number, official work email address, direct social media handle
  • One FAQ, anticipating the most common questions around the brand’s response

Please see your instructor’s syllabus for further details and instructions regarding this assignment!