For today's internet class 1. Read pages 54-68 from STAT2 by Johnson/Kuby 2. To practice for upcoming quizzes, computer assignments and mid term test, try to do page 71, ex 3.11a,3.12, 3.15. page 72, ex 3.21 Do not submit these exercise to your professor, they are for you to practice. 3. Go over Computer Lecture 3.  You have to email Computer Assignment 3 to your professor no later than tomorrow at 6am. 4.Go over Computer Lecture 4.  You have to email Computer Assignment 4 to your professor no later than tomorrow at 6am. CRISIS BRIEFING ASSIGNMENT - COMM 2201 Restoring Organizational Image While Protecting Public Interests AUDIENCE: Assume that you are an organizational spokesperson responding to a specific organizational crisis event. Your audience consists of various media representatives (newspaper, radio, television). Depending on the nature of your organization and the scope of the crisis, you can assume they represent a mix of local, state, regional, national, and international media sources. TOPIC: Your goal is to create a briefing based on a case study of a particular organizational crisis. Consider organizational crises similar to those identified in the Crisis Communication chapter in your text. You need to pick a real organizational crisis that has occurred within the last 20 years. You might consider choosing something with local/regional implications since it is often more interesting for you and the rest of the class, and you might be able to access first-hand sources of information as well as news records. Thoroughly research the crisis to discover the background and precipitating events, what the organization did and said in response to the crisis, and any critique or praise that commentators made about the organization's actions. This information will form the backbone of your crisis briefing. Assume the role of a corporate representative for the organization experiencing the crisis, and create a media briefing that responds to the crisis using image restoration strategies dealt with in class. Select the strategies that are most appropriate for the circumstances you have discovered (primarily your understanding of audience perceptions) in your research. This is a persuasive presentation. Your goal is to deal with organizational image damage while protecting affected publics. Therefore, it is vital that you provide solid, unbiased support from independent information sources for the image restoration strategies you use. STRUCTURE: All crisis briefings should conform to the N-A-R persuasive speaking structure. Because of the nature of this speech, it is possible that the refutation section will be eliminated from the speech structure. TIME LIMITS: Your speech is to be 5 to 8 minutes in length. Effective time management will be considered in the speech grade. Speeches that are undertime will be given a rating of “1" at best in terms of Idea Development. Overtime speeches will lose one percentage point for every 15 seconds.

1. For today's internet class
1. Read pages 54-68 from STAT2 by Johnson/Kuby
2. To practice for upcoming quizzes, computer assignments and
mid term test, try to do
page 71, ex 3.11a,3.12, 3.15.
page 72, ex 3.21
Do not submit these exercise to your professor, they are for you
to practice.
3. Go over Computer Lecture 3. You have to email Computer
Assignment 3 to your professor no later than tomorrow at 6am.
4.Go over Computer Lecture 4. You have to email Computer
Assignment 4 to your professor no later than tomorrow at 6am.
CRISIS BRIEFING ASSIGNMENT - COMM 2201
Restoring Organizational Image While Protecting Public
Interests
AUDIENCE: Assume that you are an organizational
spokesperson responding to a specific organizational crisis
event. Your audience consists of various media representatives
(newspaper, radio, television). Depending on the nature of your
organization and the scope of the crisis, you can assume they
represent a mix of local, state, regional, national, and
international media sources.
TOPIC: Your goal is to create a briefing based on a case study
of a particular organizational crisis. Consider organizational
crises similar to those identified in the Crisis Communication
chapter in your text. You need to pick a real organizational
crisis that has occurred within the last 20 years. You might
consider choosing something with local/regional implications
since it is often more interesting for you and the rest of the
class, and you might be able to access first-hand sources of

2. information as well as news records. Thoroughly research the
crisis to discover the background and precipitating events, what
the organization did and said in response to the crisis, and any
critique or praise that commentators made about the
organization's actions. This information will form the backbone
of your crisis briefing.
Assume the role of a corporate representative for the
organization experiencing the crisis, and create a media briefing
that responds to the crisis using image restoration strategies
dealt with in class. Select the strategies that are most
appropriate for the circumstances you have discovered
(primarily your understanding of audience perceptions) in your
research. This is a persuasive presentation. Your goal is to deal
with organizational image damage while protecting affected
publics. Therefore, it is vital that you provide solid, unbiased
support from independent information sources for the image
restoration strategies you use.
STRUCTURE: All crisis briefings should conform to the N-A-R
persuasive speaking structure. Because of the nature of this
speech, it is possible that the refutation section will be
eliminated from the speech structure.
TIME LIMITS: Your speech is to be 5 to 8 minutes in length.
Effective time management will be considered in the speech
grade. Speeches that are undertime will be given a rating of “1"
at best in terms of Idea Development. Overtime speeches will
lose one percentage point for every 15 seconds exceeding the 10
minute maximum. Plan carefully and practice thoroughly.
· Identify all supporting material and source citations in the
manuscript by using bold print.

3. COVER PAGE: Create a cover page(s) that includes the
following information:
1. Your name.
2. The name of the organization you are representing.
3. A concise several sentence statement identifying the crisis
situation.
4. The approximate date of the crisis itself.
5. The hypothetical date the crisis briefing would have taken
place. Be sure the sources you cite would have been available at
the time of the hypothetical briefing date.
6. A thorough paragraph that clearly justifies what you
consider to be the three most important image repair strategies
used in the briefing. Justification must take into account an
analysis of the target audience.
Note: Do not choose a hypothetical briefing date that is too
close to the actual crisis situation. You will need to give
yourself some “distance” from the event so that it will be
possible to locate and include various written sources as
supporting material (see below). Responses immediately
following crisis events are almost always limited to unsupported
and unverified speculation.
SUPPORTING MATERIAL: Use a good deal of supporting
material (statistics, testimonies, examples) throughout your
speech to clarify, defend, and validate your points. This support
must come from a minimum of three highly credible
independent sources. You will likely rely on reputable news
outlets. Sources of support material must be clearly and
thoroughly cited orally for your audience in the speech. Prepare
a separate reference page of support sources (only those sources
specifically cited in the speech) using APA style format, and
include it with your manuscript.
PRESENTATIONAL STYLE: Deliver the briefing the

4. extemporaneous style we have been emphasizing throughout the
semester.
Note: Turn in the cover page, outline, and references in a
single document to Turnitin by the deadline specified in class.
CRISIS BRIEFING EVALUATION FORM - COMM 2201
Restoring Organizational Image While Protecting Public
Interests
(Staple this form to the back of your other materials)
Name: ____________________________________
Ratings for each area below range from 4 (very high quality) to
0 (very low quality).
SPEECH DELIVERY...
Eye Contact: Eye contact is regular, sustained (not simply short
glances), and established throughout the presentation. Speaker
engages entire audience and is referring to but not simply
reading the manuscript.
Stance: Stance is solid and confident. Speaker has good posture,
keeps both feet firmly planted, refrains from shifting or
swaying, does not lean on podium or table, etc.
Gestures/Arms/Hands: Strong and natural gestures are used
throughout to illustrate, emphasize, and add visual variety.
Arms and hands are managed effectively in a way that does not
distract.
Vocal Clarity: Effective volume and rate are demonstrated.
Delivery flows smoothly and is free from articulation and

5. pronunciation problems.
Vocal Quality: Delivery communicates sincerity, appropriate
concern, and is enhanced by good vocal variety (volume, pitch,
rate, etc.). Vocal quality is used effectively to emphasize points
and reinforce structure.
4 3 2 1 0 x 1 = _____
4 3 2 1 0 x .5 = _____
4 3 2 1 0 x .5 = _____
4 3 2 1 0 x .5 = _____
4 3 2 1 0 x .5 = _____
Delivery subtotal
>> _____
Speech Delivery Comments: Please take time to look at specific
comments related to delivery issues on your presentation
outline. Any additional or summarizing comments related to
delivery are provided below.

6. SPEECH CONSTRUCTION...
Cover Page: Cover page material is complete, thorough, and
clear; crisis topic fits assignment; primary strategy choice is
appropriate and well justified.
Structure/Organization: Main points are clearly stated and well
balanced. Speech demonstrates effective use of signposting and
transitions. N-A-R structure is properly applied, and sequencing
of ideas is clear and logical.
Supporting Material: A good variety of quality independent
sources are used effectively for point support. Thorough
citations are clearly provided in the speech in a way that
indicates validation of speaker claims and establishes source
validity and credibility.
Idea Development: All ideas are clearly explained. Arguments
are fully developed and logically supported. Information
provided is in-depth, well synthesized, and strongly persuasive.
Strategy Application: All image restoration strategies used are
accurately identified in the manuscript. A proper variety of
strategies are used. Strategies are appropriate for the crisis
situation and serve to restore organizational image while
protecting public interests.

7. Document Quality: Document is free from errors in errors in
grammar, spelling, punctuation, etc. Print is high quality.
Preparation outline and APA reference page are in proper
format.
4 3 2 1 0 x 1 = _____
4 3 2 1 0 x 2 = _____
4 3 2 1 0 x 2 = _____
4 3 2 1 0 x 2 = _____
4 3 2 1 0 x 4 = _____
4 3 2 1 0 x 1 = _____
Construction

8. subtotal >> _____
Speech Construction Comments: Please take time to look at
specific comments related to construction issues on your
presentation outline. Any additional or summarizing comments
related to construction are provided below.
FINAL PERCENTAGE GRADE
Sum from above (0-60 points): _____
Base points: 40