Case Study #1: Better.com Doesn’t Live up to its Name

2023 YouTube video: Better.com CEO Vishal Garg on going public

Questions and Assignments:

1. Essay Question 1: Crisis Framing & Stakeholder Priorities

   Part A: Summarize how Vishal Garg (Better.com’s CEO) framed the layoffs in his Zoom call and subsequent town hall. What messages were emphasized, and how did those messages reflect his priorities, and missteps, in addressing employees, investors, and customers? Use examples from the case study .

   Part B: Identify at least two specific audiences (e.g., laid-off staff, remaining employees, investors, public/media). For each audience, analyze how the framing either resonated or clashed with that audience’s expectations and emotional needs. Be specific.

   Part C: If you were Better.com’s PR advisor, draft a 3–4 sentence internal memo advising Garg on how to better align his messaging with employee values. Explain why each sentence matters and cite relevant PR theory (e.g., two-way symmetrical communication, audience segmentation).

2. Essay Question 2: Drafting a Genuine Apology & Reflecting on Ethics

   Part A: Imagine it's 11 days after the layoffs (December 6, 2021). Better.com has done nothing public so far. Write a sincere, 5–6 sentence apology statement from Garg to all affected audiences, posted online. Show your command of tone, empathy, transparency, and ethical considerations.

   Part B: After drafting, briefly explain (in 4–5 sentences) the PR strategies you intentionally used—why you chose those words, what transparency looked like, and how you anticipated rebuilding trust after a major reputational hit.

3. Essay Question 3: Pre-crisis Planning & Personal Reflection

   Part A: Before any layoffs occurred, list and explain three proactive PR strategies or tactics you would have implemented at Better.com to mitigate reputational risk. Connect each tactic to a known PR model (e.g., contingency theory, reputation management, stakeholder theory). 

   Part B: Reflect personally: would you have been comfortable advising a CEO who planned mass layoffs over Zoom without any stakeholder engagement? Explain in 4–5 sentences how your personal values align (or clash) with the ethical obligations of a PR practitioner.

   Part C: Finally, based on this case, what is one major lesson you’ve learned about the role of ethics in PR work during crises, and how might this influence the kind of PR career you pursue? (4–5 sentences)

Case Study #2: A Good Time, Not a Long Time: The ALS Ice Bucket Challenge

2023 YouTube video:  ALS Ice Bucket Challenge

Questions and Assignments:

1. Essay Question 1: Campaign Genesis & Stakeholder Momentum

   Part A: Describe how the ALS Ice Bucket Challenge originated, including the roles of Pat Quinn, Anthony Senerchia, and Pete Frates. What symbolic or emotional appeal did the initial stunt carry, and how was it framed for different audiences (families, general public, celebrities)? Use details from the case study.

   Part B: Analyze how the national ALS Association responded to the grassroots movement. Which communication strategies (e.g., transparency in finances, real-time media updates) helped amplify credibility and momentum? What PR theories/models (e.g., two-step flow, social proof, contagion) does this exemplify?

   Part C: Reflect personally: have you ever participated in or observed a viral awareness campaign? In 4–5 sentences, compare your experience to the ALS case; what emotional triggers or social dynamics were similar or different? How might those insights guide your recommendations in Part D?

   Part D: As a PR consultant today, outline a 3–step strategy to revive and sustain similar grassroots engagement around a cause. Include a genuine insight from your own experience in at least one of the steps.

2. Essay Question 2: Ethics, Authenticity & Managing Criticism

   Part A: Identify at least two ethical challenges or criticism the Ice Bucket Challenge faced (e.g., waste of water, fad activism). How did the ALS Association and participants address or fail to address those concerns publicly?

   Part B: Draft a 4–5 sentence social media response from the ALS Association to critics of wastefulness and ‘slacktivism.’ Show how you would balance acknowledging the concern while reinforcing the campaign’s impact and values.

   Part C: Reflect in 3–4 sentences on how your own values influence your stance on ethical PR in advocacy campaigns. Would you, personally, be comfortable launching a hype-driven campaign that might be criticized? Why or why not?

3. Essay Question 3: Integration & Transferable Campaign Lessons

   Part A: The Ice Bucket Challenge became “lightning in a bottle.” Identify and explain three core PR tactics behind its success (e.g., tapping influencers, clear calls-to-action, real-time tracking). Cite from the case study .

   Part B: Choose a contemporary issue (climate, mental health, etc.) and draft a 4–5 sentence pitch memo to a non-profit suggesting how to adapt one of these tactics. Explain why that tactic fits the issue and audience you selected.

   Part C: In 4–5 sentences, discuss what this case teaches about the challenges PR professionals face when global viral moments taper off quickly. How would that influence your desire to work in social-impact PR?

Case Study #3: The Tylenol Crisis

2023 YouTube video: Painkiller: The Tylenol Murders

1. Essay Question 1: Crisis Response and Ethical Prioritization

   Part A: Based on the Tylenol case study, outline the immediate actions Johnson & Johnson took in response to the cyanide-laced capsules. Specifically, detail the decisions to recall products, inform the public, set up hotlines, and introduce tamper-resistant packaging. Support your description with specific events and communication tactics.

   Part B: Compare and contrast J&J’s initial actions with common crisis communication models such as Coombs’s situational crisis communication theory (SCCT) or Benoit’s image repair framework. Explain how J&J’s actions align or diverge from those models.

   Part C: Reflect personally: imagine you were part of the Burson-Marsteller PR team at the time. In 4–5 sentences, describe how you would have felt advising management to recall an entire product line. What personal or professional values would this have tested, and how might that influence your career approach in future crisis roles?

2. Essay Question 2: Media Strategy and Message Framing

   Part A: The YouTube video emphasizes J&J’s use of media (press conferences, TV interviews, televised ads). Identify at least two strengths and one potential weakness in how they harnessed media to rebuild trust .

   Part B: Draft a 3–4 sentence press release that could have been issued after the initial recall, emphasizing transparency, empathy, and accountability. Highlight the PR techniques you used (choice of tone, value statements, audience segmentation) and explain why these matter in 3–4 sentences.

   Part C: Reflect on the idea of "speaking with one voice" during a crisis. How important is it for an organization to have a unified spokesperson and consistent messaging? Respond in 4–5 sentences, incorporating personal opinions and any relevant PR theory.

3. Essay Question 3: Long-Term Reputational Recovery

   Part A: Detail how J&J used rectification (new tamper-resistant packaging) and remediation (financial assistance to victims, free replacement coupons) to shift recognition from crisis to recovery . What broader reputational benefits did these strategies generate?

   Part B: Imagine the crisis happened today, with social media and real‑time news. In 4–5 sentences, propose two modern tactics (e.g., influencer collaboration, social listening campaigns, live-streamed executive town halls) that could support long-term recovery. Cite your reasoning.

   Part C: Personal reflection: considering J&J’s approach and your own values, would you prioritize product safety over organization profit in crisis strategy? In 5–6 sentences, describe a moment in your personal experience where you faced a similar value-based decision, and how it shaped your view of ethical PR.

Case Study #4: A Matter of Survival: Public Relations Strategies of the British Royal Family

2024 NBC Today Show Article: Kate Middleton's Photo Editing Controversy

1. Essay Question 1: Transparency, Trust, and Institutional Voice

   Part A: Describe how Kensington Palace handled the initial lack of updates on Kate’s health, the release of the retouched Mother’s Day photo, and the subsequent apology. How did each action impact media trust and public perception? Cite details from the video and news reports (e.g., “AFP says Kensington Palace is no longer considered a trusted source”.

   Part B: In PR theory, trust requires consistency and credibility. Analyze one or two trust-related frameworks (e.g., trust-based communication or reputation systems) and argue how Kensington Palace upheld or violated these during the incident. Provide examples.

   Part C: Imagine you're a PR advisor to the Palace. Draft a concise 4–5 sentence public statement that addresses both Kate’s health update and the photo controversy, balancing transparency with compassion. Then, in 3–4 sentences, explain why you chose that framing, tone, and sequence.

2. Essay Question 2: Ethical Framing and Stakeholder Management

   Part A: Identify at least two stakeholder groups affected by this crisis (e.g., global media agencies, conspiracy-minded public, royal supporters). How did the Palace’s strategy (or lack thereof) address (or fail to address) the concerns of each group? Include evidence such as the kill notices from major agencies .

   Part B: Discuss the ethical dilemma of “photo manipulation as harm reduction vs. misinformation.” What are the PR implications when small editing decisions become large credibility issues? Bring in at least one ethical PR model (e.g., Potter Box or ethical decision‑making frameworks).

   Part C: Reflect personally: In 4–5 sentences, describe how you would have handled this crisis if you were the communications lead. Which stakeholder would you prioritize, and how would your personal values shape your choices?

3. Essay Question 3: Modern Media Challenges & Institutional Legacy

   Part A: With social forensics tools (metadata, pixel analysis), the public now scrutinizes every official image. Identify two ways Kate's photo editing case illustrates the modern challenges royal institutions face using digital media and real-time scrutiny. Reference outcomes such as metadata revelations .

   Part B: Draft a 5–6 sentence internal memo to royal communications staff proposing two new media protocols they'd implement to prevent similar controversies (e.g., photo proofing processes, pre-release testing). Explain how these protocols respect both mission and audience trust.

   Part C: Reflect in 3–4 sentences: Based on this case, what is one core lesson about managing legacy institutions in the digital age? How might that influence your interests in pursuing a career in PR for heritage brands or high-profile figures?

Case Study #5: PETA Denuded

PETA post: Victory! ‘I’d Rather Go Naked Than Wear Fur’ Goes Out With a Bang

1. Essay Question 1: Strategy Evolution & Campaign Sunset

   Part A: Outline the key strategic elements of PETA’s "I’d Rather Go Naked Than Wear Fur" campaign, focusing on celebrity involvement, shock tactics, and media amplification. Provide at least two concrete examples and tie them to PR goals like awareness, agenda-setting, or persuasion .

   Part B: PETA announced the end of the campaign in 2020, citing shifts in the fashion industry and declining fur use . Analyze three PR factors that would influence the decision to sunset a long-standing campaign, such as message fatigue, audience perception, or mission realignment.

   Part C: In 4–5 sentences, reflect on your own social media or news experience: have you ever noticed a similar campaign evolve or end? Describe your reaction and how it informs what PETA might do next—and why that personal observation matters in strategic PR planning.

2. Essay Question 2: Ethics, Sensationalism, and Stakeholder Reaction

   Part A: Discuss two ethical advantages and two criticisms of using nudity and celebrity shock in advocacy campaigns, drawing on the campaign’s long history and public reactions. Include PETA’s own framing and at least one external perspective (e.g., public backlash or praise).

   Part B: Imagine you're PETA's communications director responding to critics accusing the campaign of “attention-seeking” rather than substance. Draft a 4–5 sentence social media response that acknowledges concerns but reinforces the campaign’s impact and ethical grounding.

   Part C: Reflect in 4–5 sentences: how do your personal values influence your stance on this type of bold activism? Would you support a similar campaign in your own PR work? Why or why not?

3. Essay Question 3: Pivoting Focus & Future Campaign Planning

   Part A: PETA decided to pivot from fur to other industries like leather and wool . Propose three PR campaign tactics (e.g., new visuals, partnerships, metrics) that would effectively launch this next phase. Explain how each tactic aligns with modern PR theory or digital engagement practices.

   Part B: Draft a 3–4 sentence press pitch you'd send to a fashion editor announcing the new campaign focus, emphasizing relevance, timeliness, and media hooks. Then, in 3–4 sentences, justify your messaging choices based on what you know about press relations.

   Part C: In 5–6 sentences, reflect on what this case teaches about managing organizational identity and reputation during strategic pivots. How does this influence your aspirations or ethics as a future PR practitioner?

Case Study #6: Bud Light & Social Media Influencer Dylan Mulvaney

YouTube Video: How Dylan Mulvaney Overcame "Beergate"

1. Essay Question 1: Messaging Missteps and Strategic Silence

   Part A: Describe how Anheuser-Busch responded publicly to the backlash against Dylan Mulvaney’s partnership with Bud Light. Use examples from both the Pressbooks case and the video, particularly noting how The Comments Section critiques the company’s strategy, tone, and lack of clarity.

   Part B: Using a PR theory such as Coombs’s Situational Crisis Communication Theory or Benoit’s Image Repair Theory, categorize Bud Light’s approach (e.g., denial, minimization, evasion, or apology). Give two specific examples from the campaign and/or the backlash that support your analysis.

   Part C: If you were Bud Light’s Chief Communications Officer, write a new 4–5 sentence statement aimed at repairing brand trust with both conservative consumers and LGBTQ+ communities. Then, explain your strategic thinking: Why did you choose this tone, structure, and audience focus?

2. Essay Question 2: Stakeholder Priorities and Brand Identity

   Part A: Identify three key stakeholder groups affected by this campaign and backlash: (1) LGBTQ+ consumers and allies, (2) conservative Bud Light drinkers, and (3) Anheuser-Busch employees or distributors. What were the reactions from each group, and how did the company’s (in)actions help or hurt their relationship with each?

   Part B: Based on stakeholder management theory and the video’s discussion of Bud Light’s contradictory messaging, propose a 3-part PR strategy that could help re-engage these audiences. Each part should include one message or tactic and the specific stakeholder it’s intended for.

   Part C: In 4–5 sentences, reflect on how your own values would influence your communication priorities if you were managing PR for a brand in this situation. Would you aim for neutrality, take a strong stance, or try something else? Why?

3. Essay Question 3: Brand Repositioning and Long-Term Trust

   Part A: According to The Comments Section video, how did Bud Light’s response (particularly their perceived attempt to “backpedal” by pivoting to safer advertising like sports-themed campaigns) affect their brand image? Was this repositioning viewed as effective or inauthentic? Explain why.

   Part B: Write a 3–4 sentence press pitch for a new Bud Light campaign that attempts to reposition the brand and regain trust without alienating core audiences. Then explain your choices in 3–4 sentences: Who is your audience? What’s your hook? How does this show a better understanding of brand consistency?

   Part C: In 4–5 sentences, reflect on what this case taught you about how PR professionals balance brand identity, audience diversity, and public values. Would you be comfortable working on a campaign like this? Why or why not?

Case Study #7: Naomi Osaka’s Public (and Private) Approach to Mental Health

2021 YouTube Video: Naomi Osaka Makes Us Come Face To Face With Mental Health Issues

1. Essay Question 1: Crisis Declaration & Authentic Messaging

   Part A: Summarize how Naomi Osaka announced her decision to skip French Open press conferences and take a break from tennis, as explained in the case study and video. What key messages did she convey to the public, and how did her tone reflect both vulnerability and control?

   Part B: Apply Coombs’s Situational Crisis Communication Theory (SCCT) or Benoit’s Image Repair Theory to assess Osaka’s strategy. Was she employing an accommodative response (e.g., apology, shift to corrective action), a defensive posture (e.g., denial or minimization), or something else? Use examples from her Time essay and the video.

   Part C: Imagine you are a PR advisor for Osaka just before the French Open decision. Write a strategic 4–5 sentence communication memo encouraging her to announce the withdrawal proactively. Then in 3–4 sentences, explain why your tone, framing, and message sequencing support both her mental wellness and stakeholder buy-in.

2. Essay Question 2: Audience Analysis & Message Segmentation

   Part A: Identify three distinct stakeholder groups in this scenario (e.g., tournament organizers, fans, journalists, sponsors). For each group, explain how Osaka’s messaging and PR team specifically addressed (or risked neglecting) their unique values, expectations, and emotional investment.

   Part B: In the video, how does the use of her Time essay and interviews align with two-way symmetrical communication or reputation management theory? Provide two specific moments or choices she or her PR team made that reflect this model.

   Part C: Reflect personally: Have you ever had to advocate for mental-health accommodations or self-care in your own life or community? In 4–5 sentences, describe that experience and how it shapes your perspective on the Osaka situation and what messages you might tailor differently if you were managing her communications.

3. Essay Question 3: Long-Term Brand Evolution & Ethical Framing

   Part A: Discuss how Osaka’s PR team transitioned her story from a sports performance narrative to a mental-health advocacy platform. How did this fit into broader trends of “celebrity as advocate” and what long-term brand equity might it cultivate?

   Part B: Draft a 3–4 sentence pitch email you would send to a lifestyle or mental-health publication, proposing Osaka as a spokesperson for athlete mental well-being. Then, in 3–4 sentences, explain how your pitch framing, evidence highlights, and appeal align with her established brand and PR goals.

   Part C: Reflect in 4–5 sentences on whether you’d be comfortable aligning a public figure’s brand with a social cause like mental health. What ethical considerations or personal values would guide your decision—and how would you balance mission alignment with stakeholder expectations?

Case Study #8: “Almost Naked” Party-Goers Get a Dressing Down

2024 YouTube video: ‘Almost naked’ celebrity party at Moscow nightclub sparks fierce backlash

1. Essay Question 1: Audience Expectation & Crisis Timing

   Part A: Describe the public’s initial expectations for decorum and morality during the wartime context when the “almost naked” party occurred. How did the tone of state media and Orthodox groups amplify the moral outrage, as explained in the case study and video?

   Part B: The case notes that timely apologies were critical. Compare two different celebrity responses (one that apologized quickly and one that delayed or declined) and evaluate which approach was more effective in restoring trust. Cite specific examples from the chapter.

   Part C: Imagine you’re managing PR for one of the delayed-responding celebrities. Draft a 4–5 sentence apology statement that acknowledges the context and audience sentiment, expresses personal responsibility, and outlines a concrete plan for restoring public goodwill. Then reflect in 3–4 sentences on why your tone and timing choices matter in a politically sensitive environment.

2. Essay Question 2: Framing, Accountability & Cultural Context

   Part A: Analyze how some celebrities tried to reframe the party (e.g., “ironic,” “not about sex”). Using framing theory, assess whether that strategy aligned with—or clashed against—the dominant cultural narrative at the time.

   Part B: Consider the ethical challenges of defending controversial behavior under state scrutiny. In 4–5 sentences, evaluate how ethical PR frameworks (like the Potter Box) might support or critique these celebrities’ communication choices.

   Part C: Reflect personally in 4–5 sentences on how your own cultural values and sense of public responsibility would influence your counsel to a client in this situation. Would you encourage full accountability or some degree of reframing? Explain your reasoning.

3. Essay Question 3: Reputational Recovery & Long-Term Lessons

   Part A: Discuss how some party-goers leveraged strategic communications to rebuild their reputations (e.g., engaging community causes or distancing from the party). What tactics aligned with key PR recovery principles from the chapter?

   Part B: Draft a short 3–4 sentence internal memo advising a PR team working with a rehabilitated celebrity: include one media engagement tactic and one community outreach initiative aimed at rebuilding reputation.

   Part C: In 4–5 sentences, reflect on how this case informs your understanding of PR during public morality crises. What did you learn about navigating local cultural sensitivities, and how might that shape your future aspirations in crisis communications?

Case Study #9: Entergy Responds to Hurricane Katrina

2023 Entergy blog post: ‘A Herculean effort’: Employees rally after Katrina to restore power safely in 11 days

1. Essay Question 1: Proactive Planning & Crisis Readiness

   Part A: Summarize Entergy Mississippi’s pre-crisis preparations (like annual storm drills and “war room” activation) that positioned them to respond to Katrina efficiently. Cite two specific planning tactics from the case and article .

   Part B: Apply a crisis communications theory (such as Situational Crisis Communication Theory or Contingency Theory) to evaluate how these preparations influenced Entergy’s ability to manage reputational risks and enhance stakeholder confidence. Use two concrete examples from their actions or communications.

   Part C: Imagine you’re Entergy’s PR lead before Katrina hit. Write a 4–5 sentence internal strategic memo recommending one additional communication tactic (beyond existing drills and war rooms) to further build stakeholder trust. Then in 3–4 sentences, explain the rationale for your recommendation, grounded in a PR model or ethical principle.

2. Essay Question 2: Employee Communications & Internal PR Ethics

   Part A: Describe how Entergy communicated with internal stakeholders, specifically employees and mutual aid crews, during restoration (e.g., daily e-mails, phone hotlines, support services) . Why were these efforts critical in this crisis?

   Part B: Using an ethics framework like the Potter Box, assess whether Entergy’s internal communications met standards of honesty, care, and fairness. Point to at least one area where they excelled and one area where they might have improved.

   Part C: If you were on the PR team, draft a 4–5 sentence support statement addressing employees who lost homes, including both emotional validation and practical assistance plans. Then reflect in 3–4 sentences on why combining empathy with operational clarity is essential in internal crisis communications.

3. Essay Question 3: Customer Engagement, Community Relations & Long-Term Reputation

   Part A: Explain how Entergy engaged external audiences (customers and the wider community) by installing assistance desks, coordinating with officials, and sharing ongoing updates during restoration. What PR objectives did these actions fulfill?

   Part B: Create a 3–4 sentence press release headline and lead paragraph announcing the completion of service restoration, highlighting both operational success and community solidarity. Then, in 3–4 sentences, analyze why merging factual performance with emotional resonance is critical in rebuilding brand reputation.

   Part C: In 4–5 sentences, reflect on a time when you witnessed a community crisis (natural disaster, outage, etc.). How did the organization’s communication efforts shape public trust, and what personal lesson does that give you about the role of PR in serving communities under stress?

Case Study #10: Purdue Pharma and the Opioid Crisis

2023 YouTube video: Purdue Pharma family protected from lawsuits in exchange for addiction treatment funding

1. Essay Question 1: Crisis Communication & Public Accountability

   Part A: In the PBS NewsHour video and the chapter, Purdue Pharma is shown making public statements that emphasize their commitment to helping fight the opioid crisis—even while lawsuits accused them of fueling it. In 4–5 sentences, summarize how Purdue framed its role in the crisis. Include at least one direct example from either the video or the case study that shows how they communicated their position.

   Part B: In your own words, explain what a “crisis communication strategy” is and why it matters when a company faces public blame. Then, based on what you saw in the video and read in the chapter, do you think Purdue Pharma’s approach helped or hurt their public image? Support your answer with 1–2 specific examples.

   Part C: Imagine you are a PR advisor brought in during the early stages of the Purdue crisis. Write a 4–5 sentence public statement Purdue could have released that shows more genuine accountability and empathy than their actual responses. Then explain in 3–4 sentences why your approach might have worked better to maintain or rebuild public trust.

2. Essay Question 2: Trust, Reputation & Corporate Responsibility

   Part A: The case study and video both show how Purdue worked to present itself as a responsible company, even while internal documents (and later, court rulings) suggested otherwise. In 4–5 sentences, describe how this disconnect between what the company said and what the public believed damaged Purdue’s credibility. Use a specific quote or paraphrased statement from either the Sackler family or Purdue Pharma for support.

   Part B: One basic principle in public relations is that actions speak louder than words. In your own words, explain what that means and then evaluate whether Purdue's actions aligned with the image they tried to present. Include at least one example from either the legal proceedings, marketing tactics, or public statements mentioned in the case.

   Part C: Reflect personally: In 4–5 sentences, describe a time (in your own life, the news, or another case you've studied) when a brand or organization said one thing but did another. How did that affect your view of them? What lesson would you take from that experience into a future PR or communication role?

3. Essay Question 3: Ethical Failures and Long-Term Brand Damage

   Part A: After watching the PBS NewsHour video and reading the case study, what do you think was Purdue Pharma’s biggest ethical failure from a public relations standpoint? In 4–5 sentences, describe that failure, using details from the company’s marketing strategy, communication style, or handling of legal pressure.

   Part B: In public relations, ethics is about doing what’s right for both the client and the public. Read this brief PRSA Code of Ethics summary and choose one value (e.g., honesty, advocacy, transparency). Then, in 4–5 sentences, explain how Purdue either failed to uphold or could have better upheld that value in its communication with the public.

   Part C: Write a 4–5 sentence internal memo from a PR staffer at Purdue Pharma, sent to company leadership before the crisis went public. Your goal is to warn them that their current strategy may cause long-term reputational harm. Then, in 3–4 sentences, explain how you think internal communication can make (or break) ethical decision-making in high-stakes corporate environments.

Case Study #11: Striking Back: The WGA vs. Hollywood Studios

2024 YouTube Video: A discussion of the SAG-AFTRA / WGA strike’s purpose and effects

1. Essay Question 1: Messaging and Public Opinion

   Part A: Based on the WGA vs. Hollywood Studios case study and the video, describe how each side (the writers/SAG-AFTRA vs. the studios/AMPTP) framed the strike in public discourse. What language, symbolism, or values did they emphasize to shape public opinion?

   Part B: Evaluate which side, in your opinion, did a more effective job managing their public relations during the strike. Justify your answer with specific examples and explain how this aligns with public relations theory (such as framing, agenda-setting, or the two-way symmetrical model).

   Part C: Based on what you know about ethical PR practices, was there anything one side could have done differently to maintain trust with their key publics? Be specific.

2. Essay Question 2: Role Play – Drafting a Statement

   Imagine you are a PR professional representing either SAG-AFTRA/WGA or the AMPTP (studios/streamers) at the peak of the strike.

   Part A: Choose your side. Write a 4–5 sentence media statement that would be posted to social media or emailed to journalists. This should demonstrate strategic messaging that both protects your client’s image and communicates your client’s key message clearly.

   Part B: Now briefly reflect: What tone and word choices did you deliberately use in your message to support your client’s goals and maintain credibility? In what ways did you balance facts with emotional or value-driven appeals?

3. Essay Question 3: Personal Reflection – What Would You Do Differently?

   Assume you were hired before the strike began as a communications advisor to either side.

   Part A: What proactive PR strategies would you have recommended to avoid a full-blown public crisis or to build goodwill ahead of negotiations? Use specific tactics we’ve discussed in class (e.g., stakeholder mapping, media outreach plans, community-building strategies).

   Part B: Reflect on your own values and understanding of ethical PR. Would you have felt comfortable working for the side you chose? Why or why not?

   Part C: Finally, what does this case teach you about the challenges PR professionals face when labor disputes become public? How might it influence the kind of PR work you want to do in the future?

1. Essay Question 1: Alignment of Campaign Goals with Stakeholder Expectations

   Part A: Based on the case study, what were Poppi’s stated goals for the influencer vending machine campaign during Super Bowl weekend? List at least three goals and describe how each was meant to build the brand’s identity. 

   Part B: Many people criticized the campaign as “out of touch” or wasteful. In 4-5 sentences, analyze how those criticisms reflect a mismatch between Poppi’s goals and the expectations of its audiences (consumers, social media users, communities). Use specific examples from the case, such as the feedback about frontline workers or schools. 

   Part C: Imagine you are Poppi’s PR Lead planning this campaign before launch. Draft a 4-5 sentence internal memo advising how to adjust or add campaign elements so that the goals better align with stakeholder expectations. Then in another 3-4 sentences explain why those adjustments might reduce backlash and increase audience goodwill.

2. Essay Question 2: Transparency, Authenticity, and Crisis Response

   Part A: Summarize how Poppi attempted to respond once the backlash began (founder’s message, clarifications, etc.). In 4-5 sentences, describe the nature of their response and its timing. 

   Part B: Define what authenticity means in public relations (for example: when a brand’s actions, statements, and values are visibly aligned). Then assess whether Poppi’s response was authentic in this case. Use at least one example of something they did well, and one thing critics pointed out as lacking. 

   Part C: Write a 4-5 sentence public statement or apology that Poppi could have delivered earlier, which shows both understanding of the criticism and commitment to action. Then explain in 3-4 sentences why your version might have mitigated reputational damage better than what actually happened.

3. Essay Question 3: Long-Term Reputational Repair & Strategic Lessons

   Part A: According to the case study, what were the lasting reputational effects on Poppi after the controversy? In 4-5 sentences, describe how the backlash changed what consumers say about the brand (credibility, values, trust) and what parts of Poppi’s identity were questioned. 

   Part B: What lessons can be drawn about influencer-marketing campaigns from this case, especially with respect to high-visibility stunts? In 4-5 sentences, identify three strategic takeaways (for example: audience sensitivity, stakeholder mapping, cost transparency, messaging framing) that future campaigns should keep in mind.

   Part C: Reflect personally: in 4-5 sentences, think about a brand or campaign you've seen recently that tried something bold (influencer, stunt, or similar). What did they do well (or poorly) in aligning values, handling backlash, or maintaining trust? Based on that and this Poppi case, what would you do differently if you were running a campaign in your field of interest?

Case Study #13: Nespresso Coffee Pods and Corporate Greenwashing

Nespresso Sustainability Website

2014 YouTube video: What happens to the capsule afterwards?

YouTube video: Nespresso - Le pari – George Clooney, Julia Garner et Simone Ashley | 60" | FR

YouTube video: Unforgettable taste, now on paper- Nespresso

1. Essay Question 1: Messaging, Tone & Credibility

   Part A: Based on the assigned videos and the Nespresso sustainability webpage, how does the brand describe its commitment to the environment and farmers? Identify at least two claims or themes that appear across multiple media (e.g., “climate action,” “recycling,” “supporting farmers”) and describe how Nespresso presents them to earn public trust.

   Part B: In your own words, explain what it means for a brand to be “credible.” What tone and visual cues does Nespresso use in its videos to appear credible or trustworthy? In 4–5 sentences, evaluate whether you personally found these communications convincing, and explain why.

   Part C: Imagine you're working in Nespresso’s PR department. Write a 4–5 sentence social media caption (e.g., for Instagram or LinkedIn) that highlights Nespresso’s sustainability work in a way that feels authentic and specific. Then, in 3–4 sentences, explain the choices you made in framing and tone.

2. Essay Question 2: Authenticity Gaps and Audience Expectations

   Part A: In both the George Clooney video and the “Sustainability Starts with the Source” video, Nespresso focuses heavily on values like fairness, environmental stewardship, and community. In 4–5 sentences, describe how these values are communicated. What techniques (e.g., celebrity appeal, emotional storytelling, farmer interviews) are used to connect with the audience?

   Part B: The case study discusses the risk of an "authenticity gap" (when a brand’s actions or impact don’t fully align with its public messaging). Based on what you read and watched, do you believe Nespresso is vulnerable to this kind of gap? Why or why not? Support your response with at least one example from the assigned materials.

   Part C: Reflect personally: Have you ever seen a company advertise its environmental or social values but fail to live up to them? In 4–5 sentences, describe what that did to your perception of the brand and what lessons that example might hold for Nespresso’s communication strategy.

3. Essay Question 3: Strategic Communication and Long-Term Brand Trust

   Part A: From the case study and videos, what long-term reputation goals do you think Nespresso is pursuing through its sustainability storytelling? In 4–5 sentences, identify at least one audience (e.g., environmentally conscious consumers, regulators, or coffee drinkers in general) and describe how Nespresso is trying to build loyalty and trust with them.

   Part B: A key principle in effective PR is “show, don’t just tell.” Based on the Nespresso website and video content, does the company show enough about how its sustainability efforts work in practice (e.g., recycling programs, farm audits, or partnerships)? In 4–5 sentences, critique the depth or transparency of its communications.

   Part C: Write a 4–5 sentence internal PR strategy memo proposing one change to Nespresso’s current messaging approach that would increase audience trust or engagement. Then explain in 3–4 sentences how this change addresses either credibility, transparency, or ethical communication concerns raised in the case study.

Case Study #14: Bernie Sanders’ Media Blackout

2015 YouTube Video: Take a Look at Bernie Sanders’ 2016 Presidential Campaign

1. Essay Question 1: Media Coverage and Public Perception

   Part A: In the case study, it's noted that Bernie Sanders' campaign received significantly less media coverage compared to Hillary Clinton and Donald Trump. In 4–5 sentences, explain how this disparity in media attention might have affected public perception of Sanders' viability as a candidate.

   Part B: In the video, Sanders expresses his surprise at the media's lack of coverage. In 4–5 sentences, discuss how a candidate's media coverage can influence their public image and support base, using Sanders' experience as an example.

   Part C: Reflecting on the case study and video, in 4–5 sentences, propose one strategy that Sanders' campaign could have employed to increase media coverage and public visibility without compromising their core message.

2. Essay Question 2: Crisis Communication and Campaign Strategy

   Part A: The case study highlights the challenges Sanders faced due to limited media exposure. In 4–5 sentences, analyze how this situation can be considered a crisis in public relations terms and what immediate actions the campaign should have taken.

   Part B: In the video, Sanders discusses the media's role in shaping political narratives. In 4–5 sentences, evaluate the ethical responsibilities of the media in providing balanced coverage during election campaigns.

   Part C: Based on the case study and video, in 4–5 sentences, suggest a long-term communication strategy that Sanders' campaign could have implemented to build sustained media relationships and ensure fair coverage.

3. Essay Question 3: Digital Media and Political Campaigns

   Part A: The case study mentions that Sanders' campaign utilized digital platforms to engage with supporters. In 4–5 sentences, describe how digital media can serve as an alternative to traditional media in political campaigns, citing Sanders' approach.

   Part B: In the video, Sanders reflects on the impact of digital media on his campaign. In 4–5 sentences, assess the effectiveness of digital media in reaching voters, especially those who may be underserved by traditional media outlets.

   Part C: Considering the lessons from the case study and video, in 4–5 sentences, recommend how future political campaigns can leverage digital media to complement traditional media coverage and enhance voter engagement.

Case Study #15: “Hello Hong Kong” Needs a Reintroduction

2023 YouTube video: Say Hello Hong Kong

1. Essay Question 1: Strategic Messaging and Cultural Identity

   Part A: Based on the case study and video, summarize the key messages that the Hello Hong Kong campaign aimed to communicate about the city’s identity. How did the campaign balance modern innovation with cultural heritage? Include specific examples from both the text and the video.

   Part B: In your own words, explain why it is important for place branding campaigns like Hello Hong Kong to resonate emotionally with their target audiences. How did the campaign attempt to create this emotional connection? Give at least two examples from the video or case.

   Part C: Imagine you are part of the Hello Hong Kong PR team. Draft a 4–5 sentence social media post that highlights the city’s unique blend of tradition and modernity. Then, explain in 3–4 sentences why you chose that tone and message to appeal to both locals and international visitors.

2. Essay Question 2: Crisis Context and Rebuilding Reputation

   Part A: The case study mentions that Hello Hong Kong was launched during a period of social unrest and image challenges for the city. In 4–5 sentences, describe how these challenges influenced the campaign’s goals and messaging strategy.

   Part B: Based on the campaign and video, analyze how effective you think Hello Hong Kong was at rebuilding the city’s reputation and fostering a sense of pride. Use specific evidence from the materials to support your view.

   Part C: Reflect personally: In 4–5 sentences, discuss a time when you witnessed or experienced a community or organization trying to rebuild its image after a crisis. What strategies did they use, and what lessons from that experience could be applied to Hello Hong Kong?

3. Essay Question 3: Multi-Stakeholder Communication and Inclusivity

   Part A: Identify the main stakeholder groups Hello Hong Kong targeted (e.g., residents, tourists, businesses). In 4–5 sentences, explain how the campaign tailored its messaging to address the concerns and interests of these different groups.

   Part B: The case study highlights the importance of inclusivity in place branding. In 4–5 sentences, discuss whether Hello Hong Kong succeeded in representing diverse voices and perspectives within the city. Support your answer with examples.

   Part C: Imagine you are advising the Hello Hong Kong campaign for its next phase. Write a 4–5 sentence internal memo recommending one communication strategy to improve stakeholder engagement and inclusivity. Then explain in 3–4 sentences why this recommendation would be effective.

Case Study #16: Whitewashing Black Lives Matter: How Pepsi’s Kendall Jenner Commercial Went So Wrong

2018 YouTube video: Pepsi Kendall Jenner So Controversial Commercial 

1. Essay Question 1: Understanding the Controversy and Brand Missteps

   Part A: Based on the case study and video, summarize the main reasons why the Pepsi commercial featuring Kendall Jenner was widely criticized. What aspects of the ad’s messaging or imagery caused public backlash? Include specific examples.

   Part B: In your own words, explain why the ad was seen as trivializing social justice movements. How can PR professionals avoid this kind of tone-deaf messaging in campaigns? Use concepts from the case study to support your answer.

   Part C: Imagine you are a PR advisor for Pepsi immediately after the backlash. Write a 4–5 sentence public apology that acknowledges the mistake without making excuses. Then, explain in 3–4 sentences why your apology approach might help start repairing trust.

2. Essay Question 2: Social Movements and Corporate Communication

   Part A: The Pepsi ad attempted to connect with social movements but was accused of commodifying activism. In 4–5 sentences, discuss the ethical challenges brands face when engaging with social or political issues in advertising.

   Part B: Refer to the PRSA Code of Ethics and select one principle (e.g., honesty, respect, advocacy). In 4–5 sentences, analyze how Pepsi’s ad campaign aligned with or violated this ethical value.

   Part C: Reflect personally: Think about a time when you saw a brand try to use a social issue in advertising. In 4–5 sentences, describe whether you felt the brand handled it well or poorly—and why. What lessons from your experience can help PR professionals in the future?

3. Essay Question 3: Crisis Response and Reputation Management

   Part A: According to the case study and video, how did Pepsi respond once the backlash began? In 4–5 sentences, evaluate the effectiveness of their crisis communication strategy.

   Part B: One key recommendation in crisis PR is to act quickly and transparently. Based on Pepsi’s response, do you think they met these criteria? Support your answer with specific examples.

   Part C: Imagine you are creating a crisis communication plan for a similar situation. Write a 4–5 sentence outline of your first three steps after an ad campaign causes public outrage. Then explain in 3–4 sentences why each step is important for rebuilding brand trust.