Crisis Communication Plan

Comm 2300 – Introduction to Public Relations


Background:


On September 1, 2016, Space X was sending communication satellites to space. Problems
occurred with the fueling of the space vehicle causing Space X to lose a rocket before launch.
This is the second time in a little more than a year that there has been an explosion at launch.
No one was hurt in either case. Space X has rebounded from this tragedy, fixed the problems,
and is moving forward with the ultimate goal of enabling people to live on other planets. As part
Space X PR team, you have been assigned to create a confidential crisis communication plan
for another, but unlikely, explosion.


Assignment:


For this class project, you will not be required to create a comprehensive crisis communication
plan, which would be well over 100 pages long. Rather, you will be required to create a crisis
communication plan that contains the following five elements:
1. Crisis communication team
2. Spokespersons
3. Key messages
4. Target audience contact lists
5. Plan to communicate with the target audiences


Details:


Crisis Communication Team:
Specifically determine the following:
o Determine the number of positions that should be on the Space Xcrisis
communication team.
o Identify by name and title, each member of the crisis communication team. Each
member should be a current employee of Space X. Employee information can
be found on the company’s website.
o Determine a specific responsibility for each member of the crisis communication
team.
o Develop a detailed job description for each member of the crisis communication
team.


Spokespersons:


For each of the following individuals, include his/her name and title.
Identify the lead spokesperson for the Space X company. This individual should be a
current employee of the company. Within 2-3 sentences, explain the credentials,
qualifications and reasons why this individual should be the spokesperson.
Identify a back-up spokesperson for the Space X company. This individual should be a
current employee of the company. Within 2-3 sentences, explain the credentials,
qualifications and reasons why this individual should be the spokesperson.
Identify two experts from the Space X company that would serve as technical experts in
answering detailed questions. These individuals should be current employees

Comm 2300 – Intro Public Relations 2
of the company. For each individual, explain within 2-3 sentences the credentials,
qualifications and reasons why the individual should be the spokesperson.
Identify two spokespersons, each from different organizations that would be involved
with Space X on this crisis. For each individual, explain within 2-3 sentences the
credentials, qualifications and reasons why the individual should be the spokesperson.
Key Messages:
Develop three key messages for Space X. These messages are the messages that
Space X would convey in all of their communication following the crisis. Tools available
to help you create key messages: refer to your previous notes on key messages, the
former chapter reading, and slide deck available on Canvas.
Target Audience Contact Lists:
Create two target audience contact lists, each containing five specific individuals. For
each person, include his/her title, phone number and email address.
List #1: U.S. government officials
List #2: Media
Plan to Communicate with the Target Audiences:
Develop a very specific detailed plan to communicate with the following four target
audiences:
o Employees and their families
o Media
o Customers (current paid ticket holders)
o U.S. government officials
The very specific detailed plan should include the following items: 1) Point of Contact,
i.e. who on the crisis communication team is responsible for communicating with the
targeted audience, 2) Communication Mediums/Channels, i.e. how is Space X going to
communicate with them, 3) Timeline, i.e. when and at what frequency is Space X going
to communicate with them.
Layout / Parameters:
The crisis communication plan should look professional, be easy to read and easy to
understand.
The entire plan should not be in story/paragraph format. Use margins, spacing,
headings, bullet points, etc. to make the document look inviting and easy to read.
Include a cover page (company name, project name, your name, date of submission).
Include a concise introductory paragraph explaining the purpose of this document.
Organize the plan into the five main elements listed above, in the order provided.
For each of the five main elements, include a brief introductory sentence explaining the
particular section.
Place your name, class number, section number in the footer, left justified.
Submit the entire document as a PDF via Canvas.
Grading:
The rubric posted on Canvas will be used to grade this project.
Points Possible: 50 points

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Last Updated on April 25, 2020 by