The case study aims to assess the students understanding of the importance of PR in
a business and communications context. It will also evaluate the students
understanding of the variety of tools and techniques available to PR specialists and
the importance of PR in preserving and building brand equity.
Essay topic: Identify an organisation that went through a crisis: Starbucks/racism;
and analyse their
communication around the crisis (media releases, interviews, etc.):
Has the organisations communication been effective, honest and
straightforward ?
What mistakes have they made in communicating the crisis and why ?
How could they have reduced the reputational damage and what did they do to
rebuild it ?
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