UNIT 4 Paper directions You are the CEO of a major corporation whose databases were recently hacked and sensitive customer information was stolen. The press has been hounding you for some kind of a statement regarding the situation and what the corporation is doing to protect its customers and prevent this from happening again. Would you as the CEO speak out about the crisis or would you choose a frontline spokesperson to represent the corporation? Explain your choice. Please respond to the following questions (even if you chose the CEO to make the statement):  What are the essential elements of a good and effective spokesperson in a crisis?  What criteria are considered in selecting that particular person?  Why do you think it would be important to have a well-trained spokesperson speak for the corporation during a crisis such as this one. Why is the “head and heart” principle important for a spokesperson during a crisis?  Why does the media wish to speak with frontline employees during a crisis?  How can the spokesperson’s body language and presentation skills impact the audience?  How would you as the CEO mitigate any damage to the corporation caused by erroneous information given out by the frontline employees? MUST Be in the APA Format , must be 500 words in length. Brachiopod Guide Biostratigraphy 73 points total Biostratigraphy is the subdiscipline of geology that is concerned with determining the relative ages of sedimentary rocks on the basis of their contained fossils. The practical application of biostratigraphy is biostratigraphic correlation: i.e., establishing the temporal equivalence of widely separate rock units on the basis of fossils. Fossils are useful in relative age determination because the processes of evolution have produced a unique sequence of life forms through time. Every species of fossil plant, animal and protist has a definite stratigraphic range, the range in geologic time from its evolutionary origin to its extinction. Similarly, every interval of geologic time has been characterized by its own distinctive faunas and floras. The age of a fossil-bearing sedimentary rock can be determined if the stratigraphic ranges of its contained fossils are known. For example, suppose that a particular trilobite species is known to have lived in late Cambrian time. It follows that any rock containing fossils of that particular trilobite must be late Cambrian in age. In practice, determining the precise stratigraphic ranges of fossil species can be quite involved. Nevertheless, the stratigraphic ranges of thousands of species are well known, and they can be used to correlate rocks with a precision that generally exceeds that of radiometric dating. Part 1 Before fossils can be used to help determine the relative age of a sedimentary rock, their stratigraphic ranges must be known. The following exercise is a simplified example of how one might go about documenting the stratigraphic ranges o ...

1. UNIT 4 Paper directions
You are the CEO of a major corporation whose databases were
recently hacked and sensitive customer information was stolen.
The press has been hounding you for some kind of a statement
regarding the situation and what the corporation is doing to
protect its customers and prevent this from happening again.
Would you as the CEO speak out about the crisis or would you
choose a frontline spokesperson to represent the corporation?
Explain your choice.
Please respond to the following questions (even if you chose the
CEO to make the statement):
spokesperson in a crisis?
person?
portant to have a well-
trained spokesperson speak for the corporation during a crisis
such as this one.
Why is the “head and heart” principle important for a
spokesperson during a crisis?
during a crisis?
skills impact the audience?
corporation caused by erroneous information given out by the
frontline employees?
MUST Be in the APA Format , must be 500 words in length.

2. Brachiopod Guide
Biostratigraphy
73 points total
Biostratigraphy is the subdiscipline of geology that is concerned
with determining the relative ages of sedimentary rocks on the
basis of their contained fossils. The practical application of
biostratigraphy is biostratigraphic correlation: i.e., establishing
the temporal equivalence of widely separate rock units on the
basis of fossils.
Fossils are useful in relative age determination because the
processes of evolution have produced a unique sequence of life
forms through time. Every species of fossil plant, animal and
protist has a definite stratigraphic range, the range in geologic
time from its evolutionary origin to its extinction. Similarly,
every interval of geologic time has been characterized by its
own distinctive faunas and floras.
The age of a fossil-bearing sedimentary rock can be determined
if the stratigraphic ranges of its contained fossils are known.
For example, suppose that a particular trilobite species is known
to have lived in late Cambrian time. It follows that any rock
containing fossils of that particular trilobite must be late
Cambrian in age. In practice, determining the precise

3. stratigraphic ranges of fossil species can be quite involved.
Nevertheless, the stratigraphic ranges of thousands of species
are well known, and they can be used to correlate rocks with a
precision that generally exceeds that of radiometric dating.
Part 1
Before fossils can be used to help determine the relative age of
a sedimentary rock, their stratigraphic ranges must be known.
The following exercise is a simplified example of how one
might go about documenting the stratigraphic ranges of some
fossil species in rocks of known ages, and then using that
information to infer the ages of rocks in previously unexplored
areas.
1) Use letter abbreviations to complete the geologic column at
the left in Figure 1, with Cambrian at the bottom and
Mississippian at the top. (So C, O, S, D, M in those boxes to the
right of “Geologic time”, bottom up) (5 points)
2) Now, with your knowledge of the geologic time scale and the
Principle of Superposition, use heavy vertical lines to show the
stratigraphic ranges of species F-1 and F-2 in the two columns
under the heading “Fossil Ranges.” You can determine the
stratigraphic ranges of these species by observing their
occurrences in rocks of known ages in regions I, II and III. (5
points)
3) Using the stratigraphic ranges of species F-1 and F-2, what
inference can you make about the age of the fossil-bearing
layers in region IV? (5 points)
4) What inference can you make about the age of fossil-bearing
strata in region V? (5 points)

4. Part 2
Biostratigraphic correlation is usually accomplished by means
of biozones, defined as bodies of rock strata that are
characterized by their distinctive association of fossils species.
The assumption is that a given biozone in one region is
approximately the same age as the same biozone in a separate
region, even if the regions are quite distant from one another.
Many kinds of biozones are recognized. The most widely used
are the taxon range biozone, concurrent range biozone, and
interval biozone.
• Taxon range biozone - body of strata corresponding to the
total stratigraphic range of a specified fossil taxon (e.g., species
or genus)
• Concurrent range biozone - body of strata corresponding to the
overlapping stratigraphic ranges of two or more specified fossil
taxa
• Interval biozone - body of strata corresponding to the interval
between any two specified evolutionary events (e.g., interval
between two extinction events; interval between two origination
events; interval between an origination event and an extinction
event). Examples of these kinds of biozones are illustrated in
Figure 2.
5) Illustrations of Paleozoic brachiopods, along with their
known stratigraphic ranges, are given on the following two
pages. Use the information on these pages to help you complete
Table 1. Using pencil, shade in the stratigraphic range of each
brachiopod genus listed then answer the questions on the next

5. page. (10 points) A few notes.
· Just do the brachiopods listed on the chart. There are more
brachiopods in the pictures than there are on the chart.
· Some of the brachiopods have ranges that extend off the top of
the chart (say into the Jurassic) just take them to the end of the
Permian.
· If a range goes from the Silurian to the Permian, for example,
that includes all of the Silurian through the end of the Permian.
As an example I’ve done Chonetes for you.
6) Identiy a taxon range biozone, concurrent range biozone and
an interval biozone. Circle them and label them on the chart. (5
points)
7) Which would be more useful for determining the age of a
rock, the taxon range zone for Stringocephalus or Chonetes? (5
points) Why? (3 points)
8) How old is a rock that contains Derbyia? (3 points)
9) How old is a rock that contains Leptaena? (3 points)
10) How old is a rock that contains Derbyia AND Leptaena? (3
points)
11) Given your answers to 7, 8 and 9 why is it usually better to
do biostratigraphy with fossil assemblages (groups of fossils)

6. than individual fossils? (5 points)
12) On the next page there is a very simple map, the lines
represent boundaries between different rocks. Fossils have been
collected from each of the rocks. Fill in the chart with the ages
of the rocks, then label the map with the age of the rocks. (9
points)
Site
Fossils
Age
A
Rafinesquina, Strophomena
B
Rensselaeria
C
Penicularis, Juresania
13) As you move to the northwest on the map does the rock
generally get younger or older? (5 points)
14) If you wanted to look for dinosaurs would you look
generally to the northwest or southeast of the map area? (5
points)

7. C
B
A
N
Unit 4 Study Guide
UNIT IV STUDY GUIDE
Choosing and Preparing a Spokesperson
When choosing a spokesperson during a crisis situation, ask
yourself these two questions:
for us

8. Key spokespeople need to present with a communication style
that reflects the image you want to project and the values you
want to protect during the crisis (Jordan-Meier, 2011).
Transparency and trust are important for a spokesperson’s
credibility with the audience. Think about crisis situations you
have observed through the media. Did you trust the CEO or
President of the organization when they spoke? Or did you feel
they were just sugar coating the situation? If the spokesperson
was not an executive of the organization, did you feel that
person was hung out to dry in front of the media, or were they
knowledgeable and well prepared?
We all know impressions matter. Body language, sincerity, and
communication style impact how we receive a message.
Hopefully, if the CEO is present and communicating during a
crisis, his or her presence sends the message, “I care and I am
accountable.” On the other hand, front line employees may be
more believable and credible in the publics’ eye. So who do you
choose to be the spokesperson during a crisis?
Choosing the most appropriate spokesperson is based on the
following
n in the affected
market or community.
The CEO should be the individual to take responsibility,
apologize and express empathy, and an executive or CEO may
be more appropriate to speak during Stage Three interviews
where there is typically blame and finger pointing. However, it
is not always best to choose the CEO or president of the
organization to be the spokesperson. Someone who is
operationally an expert regarding the situation might be more
appropriate to speak on how the crisis happened and what
specifically is being done to fix it.

9. Keep in mind, a good spokesperson is (Jordan- Meier, 2011):
(without using industry jargon)
-tune with the needs of the media
In this age of digital communication and social media, frontline
employees can quickly become unofficial spokespeople as they
Tweet or comment on Facebook about what is happening. Think
back on the Fort Hood shootings, when a soldier named Tearah
Moore tweeted to her friends that they should pass her phone
number on to the press so she could tell them the truth. Turns
out, much of what she tweeted was inaccurateand misleading. It
is important for organizations to inform and prepare employees,
, have clear policies on use of social media to prevent mis-
information from leaking out.
Referencing the essential elements of a good and effective
spokesperson, write an overview for a spokesperson policy.
Include who should be the spokesperson for different types of
crises, who will be the lead in each stage, and who will have
authority for mainstream vs. social media.
Describe how you would train and prepare employees to be
good spokespeople for your organization.
Key Terms

10. 1. Cognitive dissonance
2. Communication style
3. Credibility
4. Head and heart
5. Impressions