Off-Shoring by U.S. Multinational Corporations (page 83) As technology has made communications easier and as national governments have allowed economies to become more open to foreign investments, firms have responded by shifting production overseas. Data on off-shoring is not rou- tinely gathered, although national statistical agencies, such as the Bureau of Economic Analysis (BEA) in the United States,have increased their efforts over the years so that economists and policymakers might better understand the extent of the phenomenon and the reasons behind it. It still remains difficult to measure how many services have been off-shored,but new efforts in data collec- tion have made it possible to see how much manufacturing has moved abroad and to better understand the motives for off-shoring. Table 4.5 shows two pictures of U.S. multinational corporations, one in 1977 and the other in 2003,the most recent year of data.The table shows the percent of multinational activities, measured in three ways, which are performed off-shore, through a foreign affiliate.The three measures are value added, capital expendi- tures,and employment.Value added is a measure of the total value of production minus the value of purchased intermediate inputs. It is a measure of the firm’s contribution to production.Capital expenditures include things such as machines, laboratories,and buildings, and employment is the number of workers.As shown in the table, the share of multinational’s value added created abroad rose from 25 percent in 1977 to 26 percent in 2003, hardly a change during the period of intense globalization. Employment shows the biggest change, with 22 percent of total workers off-shore in 1977 and 28 percent in 2003. How can multinationals produce nearly the same share of output value added at home with a smaller share of its total employment? Two words:productivity increases. Several factors motivate firms to locate off-shore or to move some of their pro- duction there. Most importantly, firms locate production off-shore in order to obtain access to a market and to produce specialized products that fit a particular TABLE 4.5 U.S. Multinational Corporations and Production Outside the United States 1977 2003 Value added 25 26 Capital expenditures 21 26 Employment 22 28 The share of multinational activity outside the United States has not changed dramatically since 1977 John Breslin BA 2196/ Teresa Cirillo Writing Assignment #4: Crisis Communication Thesis + 1 Body Paragraph In June of 2013, a racial based problem occurred which involved Paula Deen (Use clearer wording to say that Paula Deen and the FN faced a reputation-management crises after PD was accused of racism.) , who is a celebrity on the Food Network. Paula Deen was using words and statements toward the gene.

1. Off-Shoring by U.S. Multinational Corporations (page 83)
As technology has made communications easier and as national
governments
have allowed economies to become more open to foreign
investments, firms
have responded by shifting production overseas. Data on off-
shoring is not rou-
tinely gathered, although national statistical agencies, such as
the Bureau of
Economic Analysis (BEA) in the United States,have increased
their efforts over
the years so that economists and policymakers might better
understand the
extent of the phenomenon and the reasons behind it. It still
remains difficult to
measure how many services have been off-shored,but new
efforts in data collec-
tion have made it possible to see how much manufacturing has
moved abroad
and to better understand the motives for off-shoring.
Table 4.5 shows two pictures of U.S. multinational
corporations, one in 1977

2. and the other in 2003,the most recent year of data.The table
shows the percent of
multinational activities, measured in three ways, which are
performed off-shore,
through a foreign affiliate.The three measures are value added,
capital expendi-
tures,and employment.Value added is a measure of the total
value of production
minus the value of purchased intermediate inputs. It is a
measure of the firm’s
contribution to production.Capital expenditures include things
such as machines,
laboratories,and buildings, and employment is the number of
workers.As shown
in the table, the share of multinational’s value added created
abroad rose from
25 percent in 1977 to 26 percent in 2003, hardly a change
during the period of
intense globalization. Employment shows the biggest change,
with 22 percent of
total workers off-shore in 1977 and 28 percent in 2003. How
can multinationals
produce nearly the same share of output value added at home
with a smaller

3. share of its total employment? Two words:productivity
increases.
Several factors motivate firms to locate off-shore or to move
some of their pro-
duction there. Most importantly, firms locate production off-
shore in order to
obtain access to a market and to produce specialized products
that fit a particular
TABLE 4.5 U.S. Multinational Corporations and Production
Outside the United States
1977
2003
Value added
25
26
Capital expenditures
21
26
Employment
22
28
The share of multinational activity outside the United States has
not changed dramatically since 1977
John Breslin
BA 2196/ Teresa Cirillo

4. Writing Assignment #4: Crisis Communication
Thesis + 1 Body Paragraph
In June of 2013, a racial based problem occurred which
involved Paula Deen (Use clearer wording to say that Paula
Deen and the FN faced a reputation-management crises after PD
was accused of racism.) , who is a celebrity on the Food
Network. Paula Deen was using words and statements toward
the general public that depicted much racism. One of her former
employees sued Ms. Deen for racial discrimination. “This crisis
went to the media (awkward to say that “crisis went to the
media.” Is that a direct quote?) and Paula Deen decided to speak
out to the public to defend her and safeguard the company's
reputation (Russ, 2013).” The response which was brought
forward (by whom? Avoid passive voice.) was created to clear
up any negative allegations against the Food Network. The lack
of a well planned communication response from Paula Deen on
her racist allegation and the mistreatment the employees led to a
loss of millions by the firm. Paula Deen used three ineffective
strategies in dealing with this racial issue. First, Paula Deen
admitted on the media that she had once mistreated an employee
on racial grounds. Second, Paula Deens omission of not hiring
(? “omission of not hiring” is awkward wording.) a corporate
spokesperson to handle the Food Network’s response. Third,
Paula Deens failure to communicate (to the media?) and lack of
preparation to respond to the media. (John, this claim is
awkward. First, you need to list all three “strategies” in one
sentence claim. Also you need to use “parallel structure in your
claim. But most of all, you need to be clearer about why these
are ineffective. Why does what she did matter in terms of
reputation? Let’s discuss.)
First, Paula Deen admitted on the media that she had once
mistreated an employee on racial grounds. This was an
ineffective strategy in the company's response because it

5. created a negative image directed at the Food Network.
(Unclear. How does this create a negative image for Food
Network? Is the fact that she admitted the truth the problem? Be
clear.)This response created a higher level of interest in the
media. “Deen made derogatory remarks regarding African
Americans in the presence of a female employee whose nieces
are bi-racial with an African-American father (Joe, S. 2014).”
This lead to the cancellation of Paula Deen’s scheduled
interview on NBC's "Today" show. So, Paula’s presence on the
media heightened the negativity in regards to this crisis. (John,
this needs clearer wording and better development. Let’s
discuss.)
References
Joe, S. (2014). Paula Deen Reveal her Raunchy side in New
project. NY: http://www.huffingtonpost.com/news/paula-deen-
scandal/.
Russ, B. (2013). Paula Deen Fired: Food Network Cancels Show
After Racism Scandal. NY:
http://www.huffingtonpost.com/2013/06/21/paula-deen-fired-
food-network-cancels-show-after-racism-
scandal_n_3480517.html.
Writing Assignment: Crisis Communication
Analyzing a Corporate Crisis
100 points for the final paper
Background:
You have presented on how one company responded to a public
relations crisis.
Now you will take your presentation—which introduced the

6. crisis and explained and evaluated the corporate response—and
write a persuasive essay that specifically argues what three (3)
strategies were most effective (or most ineffective) in the
company’s response?
Take a stance: Is/was the company EFFECTIVE in its crisis
response or INEFFECTIVE in its crisis response? You must
choose and give three reasons for your stance.
Writing Prompt
After a major disaster or crisis, a company often has to rebut the
negative stories about it in the press and present itself and its
response as positively as possible.
In this writing assignment, you will apply both the research you
have done for your Individual Presentation: Corporate Crisis
AND the analytical skills that you used in Writing Assignment:
Analyzing the Annual Report to analyze a company’s
communication strategies to respond to a crisis and attempt to
regain its reputation.
You will review and analyze your chosen company’s crisis
response, asserting and giving evidence of the three most
effective OR ineffective techniques/strategies that worked/did
not work to repair the company’s reputation.
Essentially, you will choose one of these prompts:
1) You will review and analyze the chosen company’s crisis
response, asserting and giving evidence of the three most
EFFECTIVE response actions, ones that worked well, making
reputation repair successful
OR

7. 2) You will review and analyze the chosen company’s crisis
response, asserting and giving evidence of the three most
INEFFECTIVE response actions, ones that did not work well
and made the company’s reputation repair unsuccessful.
You will reference (where applicable) the Coombs’s article
“Crisis Management and Communications”
Breaking down the tasks of writing this paper—READ
CAREFULLY
1. Read and review the information sources on your chosen
crisis. Understand what happened, how it happened, and the
consequences. You cannot understand a corporate response
without understanding for what a company is held responsible.
BEFORE you make your choice of what are most effective or
ineffective actions, analyze deeply the company response.
Here are some GUIDING QUESTIONS to help you analyze
what the company said and did:
For example, look at how the company describes its actions.
What kind of language does it use? How does it describe itself?
a. What is the response (document/website/video) trying to
persuade you to think?
b. How does the company’s response refer to the crisis itself?
Indeed does it directly refer to it? Are there uses of
euphemisms? Does the response avoid mentioning the crisis or
the reason for its response?
c. How does the language influence the impression you get of
the company?
d. How does the company describe itself and its response to the
crisis?
e. What ‘story’ is the company trying to tell?

8. f. What kinds of images does the company use in its response
materials—why? How do these images affect how you feel
about the company?
g. Can you find a primary message being communicated? If so,
how and why does the company focus on this message?
h. Are there glaring mis-steps in the company’s communications
after the crisis?
2. Now that you have analyzed the company response, connect
its response to Coombs and other pertinent readings. For
example: What do the company’s words/actions/messages
attempt to do for the company?
· Justify itself in some way?
· Place blame on another company, organization, or person?
· Highlight its generosity and responsibility? Making it seem as
if compensation was the company’s idea?
· Demonstrate a commitment to improving its practices?
· Remind stakeholders of the good the company has done?
· Focus on the good the company is doing in this crisis?
· Focus on the repair efforts and thus de-emphasize the damage?
· Show positive images?
3. Now, decide on the company’s three most effective OR
ineffective responses.
Craft an essay that makes a strong claim that either (a) asserts
the three most effective responses/actions or (b) asserts the
three most ineffective responses/actions, giving specific
evidence of why those actions were effective or not effective.
Make sure to use specific evidence to back up your claims.
Write a structured essay that has the following:
1. INTRODUCTION: The introduction sets up the context of
this analysis. This includes briefly outlining what happened, the

9. purpose of the response, and a thesis statement.
2. ASSERTIVE THESIS: A strong thesis in the introduction
paragraph must assert what you are going to argue in your
paper.
3. “TOPIC SENTENCE-DRIVEN” PARAGRAPHS: Body
paragraphs must each have a strong topic sentence that asserts
one thesis claim.
4. UNIFIED PARAGRAPHS: All body paragraphs must only
use evidence that supports the topic sentence claim—no topic
drift.
5. PARAGRAPHS THAT USE RELIABLE OUTSIDE
SOURCES to contextualize argument.
6. PARAGRAPHS THAT USE DETAILS/DATA/SPECIFICS as
evidence to support topic sentence claim. Don’t just summarize
data from your sources: give examples, analyze them, and
explain how and why your chosen company uses them as a crisis
communication strategy.
7. CONCLUSION that ECHOES & ELABORATES: Conclude
by echoing your thesis statement and discussing briefly whether
your company’s response has been effective. Go forward from
the crisis and assert/explain how the company is affected now,
in the wake of the crisis and repair attempt.
***** IMPORTANT TO REMEMBER! *****
Make sure your each of your individual topic claims has a
strong specific rationale. For example—
· Johnson & Johnson’s reputation repair was successful because
preemptively recalling 31 million bottles of Tylenol showed it
was willing to sacrifice financially to ensure public safety.
· Johnson & Johnson’s reputation repair was successful because
its CEO James Burke, demonstrated open communication and
transparency by discussing the company’s crisis response on
major TV shows such as 60 Minutes and Phil Donahue.

10. Formatting Requirements—READ CAREFULLY
1. Cite all sources using APA Style. An APA style guide is
posted on Blackboard, or can be found at
www.fox.temple.edu/bcc under “Writing Resources”. (Only the
citations need to be in APA style; the paper itself does not need
to be written in APA style.)
2. No more than 4 pages
3. 12 point Times New Roman or Calibri font, double spaced
(for double spacing, you will need to change the default setting
on MSWord).
4. Your header should be RIGHT JUSTIFIED and SINGLE
SPACED – see example bolded below
Student Name
BA 2196 Section (identify)/Instructor Name
Writing Assignment: Crisis Communication
5. EDIT YOUR PAPER
Review your paper for concise language (See the “Make Your
Language Concise” and “More on Grammar” Skills Sheets
posted on Blackboard). Also review your paper for effective
claims and persuasion (See the “Quick Tips for Effective
Claims” Skills Sheet posted on Blackboard).
You will turn in both an EXPANDED OUTLINE (for review and
feedback) and a FINAL, POLISHED VERSION.