J&J Case Study

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AMN465 Assignment 3 – J&J Case Study

J&J was indicted for producing and distributing a carcinogenic product and was required to pay $4.69 billion to 22 women who developed cancer after using its talcum powder (Pendragon, 2018; Bever, 2018). The company responded by issuing a media release in which it castigated the jury for the decision and reiterated that it was confident its product did not cause cancer. The company further exonerated its products from the blame, but this tactic did more harm to the company’s image going by the extensive coverage of the issue by the media and public response. Its shares tumbled to 1.21% lower at the New York Stock Exchange, which extended its decline to 11% year-to-date after a similar verdict that was however successful repealed last year (Baccardax, 2018). Press release was therefore not effective in shielding the company from further reputation damage (Roper & Fill, 2012). This study will explore how the company should have used two-symmetrical model through a media conference.

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Description

Essay

Assessment Item 3: Essay

Length: 2000 words
Links to unit objectives: 1, 2, 3, & 4 Relates to AOLs: HO (2.1) and (2.2); PC (3.1); TS (4.1); SE (5.1)
Due date: TBA

Percentage of final grade:  40%
Brief descriptionUsing the same organisation and issue as you used in the first assignment, present an essay that proposes and justifies an alternative response the organisation should/could have made. Include a short critical reflection on your decision-making process.

Step-by-step guide to preparing Assignment 3: Essay

  1. What public relations tactic from those covered in Topics 3.1, 3.2, and 3.3 in this unit would you have recommended your organisation use in response to this issue and why?

You should consider the following:

What ONE tactic from the topic content in this unit would you recommend?

Who would this response be made to?

Why would this response made to them?

Why would this tactic be appropriate?

  1. What impact would your proposed response have on one dimension of the organisation-public relationships involved?
  2. What ethical considerations are involved in making this response? How does this response help your organisation address the issue ethically?
  3. Reflect on the thought processes you undertook when deciding on the alternative tactic you recommended. Identify the significance of this reflection to your personal development in work/study. Using the 4Rs framework in the table below, students have to present a short (350 words +/- 10%: this does NOT count towards your overall word limit for this assignment) personal reflection on the recommendation of a specific tactic to an organisation dealing with an issue. The task is to be structured as a series of responses to the questions presented in the table below:
Heading Questions to be answered
Reporting

 

What tactic did you recommend to the organisation in your assignment? (10 words)
Relating

 

What challenges did you face in making the decision about which tactic to recommend? (100 words)
Reasoning

 

How did you deal with these challenges, and why did you take that approach? You should draw on your own experiences and perceptions, and perhaps ideas from other study disciplines where appropriate. (140 words)
Reconstructing

 

How will your experience in reflecting on the decision about which tactic to recommend contribute to your work and/or studies in the future? What areas for self-development have you found? (100 words)

 

To help with understanding the requirements of this task, check out the following resources:

http://www.citewrite.qut.edu.au/write/4Rs-for-students-page1-v1.5.pdf

What is reflective writing?

http://www.citewrite.qut.edu.au/write/reflectivewriting.jsp

Further resources are provided online and in class.

Support and justify all your ideas and decisions with references to case studies and scholarly literature.

To address these topics, you should use the same organisation and issue that you used in your reports (Assessment Items 1 and 2). Here are some ideas to help you approach the preparation of this essay:

What ONE public relations tactic would you have recommended your organisation use in response to this issue and why?

  • Consider what else your organisation could/should have done in response to this issue. NOTE: This means it should be something your organisation has NOT actually done in reality, or something they could/should have done better. Select ONE specific tactic from those covered in Topics 3.1, 3.2, and 3.3 in this unit that could have been useful in making a response to the issue.
  • Who would you target with this alternative response? Why would you want to reach them?
  • Why would this particular tactic be appropriate to reach them?

Justify your answers and support your recommendations with references to academic theory and examples from contemporary practice.

What is the likely impact of your proposed response on ONE dimension of the organisation-public relationships involved?

  • Show how the response you are proposing would change one of the dimensions of organisation-public relationships as discussed in Topic 1.2.
  • What would this change mean for both the organisation and the public involved?

Justify your answers and support your recommendations with references to academic theory and examples from contemporary practice.

How would you justify your alternative recommended response (including your choice of target public and tactic) ethically?

  • Show how your recommended response provides an ethical way for your organisation to respond to the issue.  You need to discuss the significance of your recommendations to your organisation.

Hint: You MUST use one or more of the three ethical frameworks (deontology, teleology, utilitarianism) we cover in this unit. These will be covered in one or more of the topics.

  1. Complete your self-reflection appendix.
  • What tactic did you recommend to the organisation in your assignment? (10 words)
  • What challenges did you face in making the decision about which tactic to recommend? (100 words)
  • How did you deal with these challenges, and why did you take that approach? You should draw on your own experiences and perceptions, and perhaps ideas from other study disciplines where appropriate. (140 words)
  • How will your experience in reflecting on the decision about which tactic to recommend contribute to your work and/or studies in the future? What areas for self-development have you found? (100 words)

The standard referencing style for this assessment item is APA. Refer to the assessment guide and criteria sheet for more information.

This assessment item should be presented using formal academic essay format. More information will be provided to help you do this.

Note that academic support for this assignment will end at 5p.m. on the Friday before your assignment is due. Your report must be submitted online before 11.59p.m. on the due date as advised.

Assessment work submitted after the due date without an approved extension will normally not be marked and will receive a grade of 1 or 0%. This policy reflects the expectations of professional practice for meeting deadlines.

REFER TO THE CRA SHEET AND CHECK LIST THAT FOLLOW FOR MORE GUIDANCE ON CONTENT REQUIREMENTS.

 

 

List of Tactics

The media choices (Week 9) are one of the following:
•        Media release
•        Media conference
•        Media famil
OR
If you choose to communicate with internal/employee stakeholders (Week, 10), pick ONE of the following:
•        Formal channels
–       Intranet
–       Print publications
•        internal newsletters, bulletin boards
–       Face-to-face interactions
•        team or small group meetings
•        Informal channels
–       Barbeques
–       Parties
–       TGIF drinks
–       Gala balls
–       Sports events
–       Retreats
–       Simple conversation opportunities
OR
If decide to use a stakeholder engagement approach as the basis of their alternative recommendation in the essay, you must use ONE of the following tactics:
•        Fact sheets
•        Websites
•        Open houses
•        Public comment
•        Focus groups
•        Surveys
•        Public meetings
•        Workshops
•        Deliberative polling
•        Citizen advisory committee
•        Consensus-building
•        Participatory decision-making
•        Citizen juries
•        Ballots
•        Delegated decisions