Writing Homework Help

Assignment Overview

This assignment has two parts. First, you will draft a CEO apology script and include a list of anticipated questions from the media. Then, using the script you created, you will record a CEO apology video, as if you were the CEO.

As you’ve observed from the videos of this unit, CEO’s often have to create apology videos during crisis management. Often, a Communications Director’s role is to prepare the CEO for the video.

Foe this assignment, you are the Communications Director for Malaria No More, a nonprofit organization dedicated to the reduction of children affected by the malaria disease in Africa. Recently, your organization has received a lot of positive media attention with supporters, including U-2’s Bono and First Lady Michelle Obama’s endorsement of the organization as well as participation in medical missions in Tanzania. However, last night you were awakened in middle of the night by the organization’s CFO alerting you to the news that your CEO was using the organization’s funds for his own personal purchases, including a vacation home in the Bahamas and expensive diamond jewelry for his wife.

Part I CEO APOLOGY PREPARATION

Your task: Use your crisis communications skills and image repair skills to assist your CEO. The CEO is looking to you to fix this situation as a trusted advisor. You propose creating an apology video and releasing it online immediately.

The preparation includes:

• Drafting the script
• Asking the appropriate questions to the CEO and packaging the responses for short videos
• Preparing talking points
• Creating a list of anticipated questions from the media
• Practicing the Q&A with your CEO

To complete Part I, prepare the following:

1. In a word document, prepare a list of questions that you anticipate the media would pose and proposed answers to them.
2. Beneath the Questions and answers, draft a 30-60 second script for the apology video.
3. Practice your script as if you were the CEO and you were the one being recorded. As you rehearse, use a timer to ensure that your script is an appropriate length, and edit as necessary to reduce potential stumbles or unclear phrases