Spokesperson Critique Paper Watch the three video clips below:
?David Neeleman of Jet Blue explains February 14th: https://www.youtube.com/watch?v=1V2ff3easYc
?Patrick Doyle of Domino’s pizza apology for employee video prank: https://www.youtube.com/watch?v=xvg4- E2C8UE
ASDA frontline employees’ personal reaction to former workmate behavior: https://www.youtube.com/watch?v=A5zs5fUhspE
Using information from the readings, reflect on the different spokespeople chosen to deliver the message, their level of sincerity, and the impact on the audience. In a three to five page paper, discuss your impressions, making sure to answer the following questions:
?:?What are the essential elements of a good and effective spokesperson in a crisis? Which of the spokespeople from the videos do you feel exhibited these characteristics best and why?
??: Why is the “head and heart” principle important for spokespeople during a crisis? Compare and contrast the communication style between the CEOs of Jet Blue and Dominoes in light of this principle.
?:?Did hearing the message from frontline employees create a different impression on you than hearing the message from the CEO? Did the use of frontline employees support a positive image?
??: Discuss why the media wants to speak with frontline employees during a crisis.
Your response should be at least 3 to 5 pages in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced using correct APA format; paraphrased and quoted material must have accompanying in-text citations.
Reading Assignment
The Four Stages of Highly Effective Crisis Management:
Section III: Spokespeople—Speed Matters and Perception is Everything
Chapter 12: Who?
Chapter 13: To CEO or not?
Chapter 14: Head and Heart
Chapter 15: Role of the Frontline
Course Textbook
Jordan-Meier, J. (2011). The four stages of highly effective crisis management: How to manage the media in the digital age. Boca Raton, FL: CRC Press.
