Organisational response report

Suggested length
1,500 words
Purpose of the assignment
The purpose of this assignment is to provide you with the opportunity to critically evaluate an organisation’s response to a crisis or controversy in the online environment, in the form of negative reactions by members of the public.
Instructions for report
The written report analyses how one organisation or several organisations engaged in reputation management and/or crisis communication in response to negative online communication. If in any doubt about the value of your case study/studies, consult the unit convenor.

Your report should draw on your set readings and on your research and experience. In concluding your analysis of the case study/studies, you should provide your own final evaluation and justification for this evaluation. There is no ‘right’ or ‘expected’ answer for the essay. What is expected is a well-researched, professionally presented, fully referenced, well-structured argument.
Issues to consider for your report
With reference to this case study, and to relevant academic literature, respond to the following questions in your essay:
What was the nature of the controversy or crisis?
Who were the individual actors, organisation, or organisations, involved in the controversy or crisis?
What was the economic, social and historical context of the controversy or crisis?
Was it necessary to shut communication down, and if so what was the ‘tipping point’?
Could the situation have been handled differently in any way?
To what extent did the organisation demonstrate appropriate knowledge of the online context (of social media customs and habits) during and after the controversy or crisis?
What does this case study teach us about how organisations should deal with negative reactions online?
Submission details
Use your student ID and page numbers in the document footer.
Use 1.5 or double spacing to facilitate comments and marking.
Submit the assignment as a Word file.
Submit the assignment electronically through the assignment drop box in the LearnOnline site for this unit.
Marking criteria
High Distinction:
You demonstrated outstanding evidence (i) of structuring your argument in a logical manner, (ii) of using relevant concepts, (iii) of referring to a variety of reputation management citations which were correctly referenced, (iv) of using clear and well-articulated language, (v) and of critically analysing the organisation’s strategic response to negative online communication.
Distinction:
You demonstrated a very good level (i) of structuring your argument in a logical manner, (ii) of using relevant concepts, (iii) of referring to reputation management citations which were correctly referenced, (iv) of using clear language (v) and of critically analysing the organisation’s strategic response to negative online communication.
Credit:
You demonstrated a good level (i) of structuring your argument in a logical manner, (ii) of using relevant concepts, (iii) of referring to reputation management citations, (iv) of using clear language (v) and of critically analysing the organisation’s strategic response to negative communication.
Pass:
You used relevant citations and attempted to analyse the organisation’s strategic response to negative communication but there were some issues with your use of language and/or with the sequencing of your arguments.
Fail (NX):
Your use of citations, the sequencing of your argument, the clarity of your expression and the quality of your critical analysis were unsatisfactory.

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