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Silvia	
  Kusic	
  
Executive	
  Summary	
  
By	
  choosing	
  to	
  continue	
  with	
  the	
  honorary	
  degree,	
  Dr.	
  Paul	
  Davenport	
  must	
  take	
  every	
  step	
  to	
  
ensure	
  the	
  safety	
  of	
  those	
  attending	
  the	
  convocation.	
  All	
  communications	
  must	
  attempt	
  to	
  mend	
  the	
  
relationship	
  with	
  the	
  alumni	
  and	
  to	
  uphold	
  the	
  reputation	
  of	
  the	
  university	
  as	
  a	
  premier	
  research	
  
institution.	
  Failure	
  to	
  address	
  the	
  students,	
  alumni,	
  affiliated	
  colleges	
  and	
  the	
  London	
  community,	
  
may	
  result	
  in	
  a	
  decrease	
  in	
  student	
  enrollment	
  and	
  a	
  lack	
  of	
  alumni	
  donations,	
  thus	
  negatively	
  
affecting	
  the	
  university’s	
  competitive	
  positioning	
  and	
  the	
  city	
  of	
  London’s	
  economy.	
  	
  
Begin	
  by	
  speaking	
  with	
  the	
  London	
  Police	
  so	
  that	
  together,	
  a	
  plan	
  is	
  drafted	
  for	
  a	
  worst-­‐case	
  
scenario.	
  Since	
  thousands	
  of	
  protesters	
  are	
  expected,	
  enough	
  security	
  must	
  be	
  in	
  place.	
  By	
  
understanding	
  the	
  London	
  Police’s	
  strategy,	
  it	
  will	
  be	
  clear	
  what	
  information	
  should	
  be	
  shared	
  
through	
  various	
  media	
  outlets	
  (television	
  and	
  newspaper)	
  to	
  alleviate	
  the	
  general	
  public’s	
  fears	
  and	
  
to	
  dissuade	
  radicals	
  from	
  coming.	
  By	
  explicitly	
  outlining	
  the	
  precautions	
  that	
  have	
  been	
  made,	
  
many	
  radicals	
  may	
  see	
  that	
  logically,	
  the	
  authorities	
  will	
  stop	
  them	
  before	
  they	
  are	
  able	
  to	
  execute	
  
their	
  plans.	
  Prepare	
  a	
  contingency	
  plan	
  with	
  the	
  police	
  in	
  case	
  radicals	
  do	
  come	
  to	
  the	
  event.	
  This	
  
information	
  should	
  remain	
  confidential	
  so	
  that	
  any	
  one	
  who	
  considers	
  disrupting	
  the	
  ceremony	
  
cannot	
  plan	
  around	
  these	
  contingency	
  measures.	
  
Release	
  a	
  letter	
  on	
  the	
  University’s	
  website	
  a	
  week	
  before	
  the	
  event,	
  addressing	
  the	
  students	
  and	
  
the	
  families	
  that	
  will	
  be	
  attending	
  the	
  convocation.	
  Send	
  them	
  an	
  apology	
  if	
  the	
  events	
  leading	
  up	
  to	
  
the	
  convocation	
  day	
  have	
  distressed	
  them	
  in	
  any	
  way.	
  Assure	
  them	
  that	
  measures	
  are	
  in	
  place	
  so	
  
that	
  the	
  ceremony	
  will	
  proceed	
  without	
  disruption.	
  End	
  by	
  congratulating	
  the	
  students	
  on	
  their	
  
hard	
  work	
  throughout	
  the	
  years	
  and	
  the	
  parents	
  for	
  their	
  children’s	
  accomplishments.	
  	
  
Two	
  days	
  before	
  the	
  convocation,	
  Dr.	
  Davenport	
  and	
  representatives	
  from	
  the	
  affiliated	
  colleges	
  
should	
  hold	
  a	
  speech	
  and	
  various	
  media	
  should	
  be	
  present.	
  There	
  should	
  be	
  no	
  mention	
  of	
  the	
  
ethics	
  behind	
  giving	
  Dr.	
  Morgentaler	
  the	
  degree.	
  Although	
  various	
  members	
  of	
  UWO	
  may	
  have	
  
opposing	
  ethical	
  views,	
  this	
  speech	
  will	
  highlight	
  that	
  they	
  all	
  have	
  the	
  unified	
  goal	
  of	
  supporting	
  
their	
  students.	
  It	
  is	
  essential	
  to	
  rely	
  on	
  the	
  audiences’	
  empathy	
  by	
  focusing	
  on	
  the	
  students.	
  The	
  key	
  
message	
  is	
  that	
  the	
  convocation	
  is	
  primarily	
  about	
  the	
  graduating	
  students	
  who	
  have	
  worked	
  hard	
  
to	
  receive	
  their	
  degrees.	
  This	
  event	
  should	
  be	
  a	
  happy	
  and	
  joyous	
  time	
  for	
  them,	
  and	
  should	
  not	
  be	
  
ruined	
  by	
  a	
  select	
  few.	
  The	
  emphasis	
  of	
  the	
  event	
  will	
  be	
  moved	
  to	
  the	
  students	
  and	
  out	
  of	
  
sympathy	
  for	
  the	
  students,	
  may	
  dissuade	
  some	
  protestors	
  from	
  coming.	
  A	
  public	
  display	
  of	
  
cooperation	
  between	
  Dr.	
  Davenport	
  and	
  the	
  representatives	
  from	
  the	
  affiliates,	
  exhibits	
  a	
  sense	
  of	
  
unity	
  and	
  order.	
  The	
  speech	
  is	
  essential	
  in	
  reestablishing	
  the	
  relationship	
  between	
  the	
  university	
  
and	
  the	
  religious	
  institutions.	
  	
  	
  	
  	
  
When	
  convocation	
  ends,	
  communications	
  about	
  the	
  event	
  will	
  be	
  imperative.	
  Again,	
  the	
  focus	
  
should	
  be	
  on	
  the	
  students,	
  rather	
  than	
  Dr.	
  Morgentaler.	
  If	
  the	
  event	
  proceeds	
  smoothly,	
  all	
  press	
  
releases	
  and	
  interviews	
  should	
  focus	
  on	
  the	
  university’s	
  pleasure	
  in	
  properly	
  recognizing	
  their	
  
student’s	
  success.	
  If	
  there	
  is	
  a	
  disruption,	
  focus	
  should	
  be	
  on	
  how	
  this	
  affected	
  the	
  students,	
  and	
  
how	
  unfortunate	
  it	
  was	
  that	
  people	
  couldn’t	
  put	
  aside	
  their	
  own	
  views	
  during	
  this	
  event.	
  By	
  
concentrating	
  on	
  the	
  accomplishments	
  of	
  so	
  many	
  graduating	
  students,	
  the	
  reputation	
  of	
  the	
  
University	
  of	
  teaching	
  and	
  fostering	
  intelligent	
  individuals	
  continues.	
  All	
  prospective	
  students,	
  
current	
  faculty,	
  and	
  alumni	
  will	
  relate	
  positively	
  to	
  this	
  message.	
  The	
  communications	
  after	
  the	
  
ceremony	
  will	
  begin	
  to	
  mend	
  the	
  ties	
  with	
  those	
  who	
  were	
  dissatisfied	
  with	
  the	
  recipient	
  of	
  the	
  
degree.	
  The	
  situation	
  will	
  be	
  forgotten	
  more	
  quickly	
  by	
  not	
  mentioning	
  Dr.	
  Morgentaler	
  and	
  the	
  
ethical	
  issues	
  behind	
  the	
  degree.	
  	
  	
  
	
  

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Executive summary - PR Course

  • 1. Silvia  Kusic   Executive  Summary   By  choosing  to  continue  with  the  honorary  degree,  Dr.  Paul  Davenport  must  take  every  step  to   ensure  the  safety  of  those  attending  the  convocation.  All  communications  must  attempt  to  mend  the   relationship  with  the  alumni  and  to  uphold  the  reputation  of  the  university  as  a  premier  research   institution.  Failure  to  address  the  students,  alumni,  affiliated  colleges  and  the  London  community,   may  result  in  a  decrease  in  student  enrollment  and  a  lack  of  alumni  donations,  thus  negatively   affecting  the  university’s  competitive  positioning  and  the  city  of  London’s  economy.     Begin  by  speaking  with  the  London  Police  so  that  together,  a  plan  is  drafted  for  a  worst-­‐case   scenario.  Since  thousands  of  protesters  are  expected,  enough  security  must  be  in  place.  By   understanding  the  London  Police’s  strategy,  it  will  be  clear  what  information  should  be  shared   through  various  media  outlets  (television  and  newspaper)  to  alleviate  the  general  public’s  fears  and   to  dissuade  radicals  from  coming.  By  explicitly  outlining  the  precautions  that  have  been  made,   many  radicals  may  see  that  logically,  the  authorities  will  stop  them  before  they  are  able  to  execute   their  plans.  Prepare  a  contingency  plan  with  the  police  in  case  radicals  do  come  to  the  event.  This   information  should  remain  confidential  so  that  any  one  who  considers  disrupting  the  ceremony   cannot  plan  around  these  contingency  measures.   Release  a  letter  on  the  University’s  website  a  week  before  the  event,  addressing  the  students  and   the  families  that  will  be  attending  the  convocation.  Send  them  an  apology  if  the  events  leading  up  to   the  convocation  day  have  distressed  them  in  any  way.  Assure  them  that  measures  are  in  place  so   that  the  ceremony  will  proceed  without  disruption.  End  by  congratulating  the  students  on  their   hard  work  throughout  the  years  and  the  parents  for  their  children’s  accomplishments.     Two  days  before  the  convocation,  Dr.  Davenport  and  representatives  from  the  affiliated  colleges   should  hold  a  speech  and  various  media  should  be  present.  There  should  be  no  mention  of  the   ethics  behind  giving  Dr.  Morgentaler  the  degree.  Although  various  members  of  UWO  may  have   opposing  ethical  views,  this  speech  will  highlight  that  they  all  have  the  unified  goal  of  supporting   their  students.  It  is  essential  to  rely  on  the  audiences’  empathy  by  focusing  on  the  students.  The  key   message  is  that  the  convocation  is  primarily  about  the  graduating  students  who  have  worked  hard   to  receive  their  degrees.  This  event  should  be  a  happy  and  joyous  time  for  them,  and  should  not  be   ruined  by  a  select  few.  The  emphasis  of  the  event  will  be  moved  to  the  students  and  out  of   sympathy  for  the  students,  may  dissuade  some  protestors  from  coming.  A  public  display  of   cooperation  between  Dr.  Davenport  and  the  representatives  from  the  affiliates,  exhibits  a  sense  of   unity  and  order.  The  speech  is  essential  in  reestablishing  the  relationship  between  the  university   and  the  religious  institutions.           When  convocation  ends,  communications  about  the  event  will  be  imperative.  Again,  the  focus   should  be  on  the  students,  rather  than  Dr.  Morgentaler.  If  the  event  proceeds  smoothly,  all  press   releases  and  interviews  should  focus  on  the  university’s  pleasure  in  properly  recognizing  their   student’s  success.  If  there  is  a  disruption,  focus  should  be  on  how  this  affected  the  students,  and   how  unfortunate  it  was  that  people  couldn’t  put  aside  their  own  views  during  this  event.  By   concentrating  on  the  accomplishments  of  so  many  graduating  students,  the  reputation  of  the   University  of  teaching  and  fostering  intelligent  individuals  continues.  All  prospective  students,   current  faculty,  and  alumni  will  relate  positively  to  this  message.  The  communications  after  the   ceremony  will  begin  to  mend  the  ties  with  those  who  were  dissatisfied  with  the  recipient  of  the   degree.  The  situation  will  be  forgotten  more  quickly  by  not  mentioning  Dr.  Morgentaler  and  the   ethical  issues  behind  the  degree.