Reference no: EM133730868 , Length: 5 pages
Integrative Essay: Apply chapter concepts to your corporate scandal in a 5-page essay in the following format:
Step 1: Choose one of the following 2 cases:
1. Pepsi and Black Lives Matter
2. Budweiser and Dylan Mulvaney
Step 2: Locate at least 3 additional sources (print and video) from reputable newspapers, business journals, and other sites.
Step 3: In a 4 to 5 page response, answer the following:
Paragraph 1: What was the controversy about?
Paragraph 2: What was the impact of the incident on either Pepsi or Budweiser's reputation?
Paragraph 3: Did these controversies/incidents constitute a crisis as defined in Chapter 19? Why or why not?
Paragraph 4: Did Pepsi or Budweiser engage in effective crisis management? Why or why not?
Paragraph 5: If you were the public relations manager at either Pepsi or Budweiser, how would you have recommended the company handle the controversy?
Paragraph 6: What should the company do now to regain its customer's trust? Why?