2.1. Crisis Communication – Assignment brief:• This assignment must be structured as a report. • Ensure that your work is properly academically referenced and that you include a proper bibliography • If necessary, refer to relevant legislation and ensure any laws are properly cited • It is not necessary to include an abstract or list of appendicesAssessment 2.1. (3,000 words) consists of 2 elements:Element A – Communication Plan, strategy and analysis (2,500 words)Case Study: Southwest Airlines 2016 The US based aviation company experienced an IT system failure which, despite to a relatively timely resolution, led to a backlog of booking and boarding operations, and to severe disruption of the company’s service infrastructure. It subsequently affected passenger and customers which was reflected in very negative feedback and comments about the company and the brand online and in social media.Acting as a senior communication officer for the company, you have been tasked with developing a strategic communication plan. This plan will assist the company in rebuilding its brand and will attempt to reassure and mitigate against the crisis of confidentiality that consumers have experienced. This task is about crisis communication, developing a strategy for an organisation to manage communication with stakeholders immediately after a crisis event.You do not have to analyse the company’s actual response to the crisis!The strategic communication strategy should contain the following elements:• Executive Summary • Situational Analysis — SWOT and PEST Analysis • Communication Strategy — Identifying the Target Audiences — Determining the Communication Objectives (SMART) — Designing Message(s) — Choosing Media • Summary (Desirable outcomes for the company)
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