"Wonderful to be working with an expert in this area," says the board member. He waves you to a seat next to your fellow team member. Once you take your seat, the woman seated at the head of the table clears her throat and begins.\n\n"Thank you for coming. As you know, our department at the Environmental Protection Agency has reviewed the most recent data on perceptions of climate change and sea level rise among citizens of Hampton Roads, Virginia, and the results were surprising. We commissioned this research with a specific purpose in mind: updating our Website with pages tailored to specific regions across the nation. Now that we have data on the citizens of Hampton Roads, we would like to generate a Web page with multimedia content that effectively communicates the risk of climate change and crisis communication to this population. This will have to be a team effort. We cannot expect one person to produce all media for this Web page, so we'll begin by focusing on one." \n\nShe points to you and asks, "Which medium do you think your firm should focus on for this endeavor? Keep your expertise in mind, of course. We wouldn't want you to overextend yourself."\n\n[[Commercial advertisement|EPACommercial]]\n[[Song or music video|EPAMusic]]\n[[Radio Announcement|EPARadio]]\n[[Infograpic with follow-up appeal|EPAinfo]]\n[[Written text for the Web page|EPAcopy]]\n[[The Web page itself|EPAWeb]]\n\n\n\n \n\n
"Wonderful to be working with an expert in this area," says the board member. He waves you to a seat next to your fellow team member. Once you take your seat, the politician you've been working for, seated at the head of the table clears her throat and begins.\n\n"Thank you for coming. As you know, Hampton Roads has its share of weather... events. We're a coastal region that deals with hurricanes, tropical storms, noreasters, and flooding. As a result, this administration will inevitably face a crisis related to climate change and sea level rise, and we need to be prepared to communicate effectively with the press." \n\nShe points at you. "You're our media advisor. Tell us, [[what should we create to prepare ourselves|Presskit]]?" \n\n\n\n\n \n\n
Megan McKittrick
You tug your collar, feeling some pressure and say, "Well there are a number of approaches, but generally, we will create what's known as a press kit, containing an FAQ page, a press relevant articles or reports, a biography of the politician, a photo of you, your business card). We then supply the press with these kits when an event occurs." \n\nThe politician replies, "Why do we have to supply the press with information? Isn't that their job - to find the information themselves? \n\nYou're caught off guard because you were humming a [[tune|https://www.youtube.com/watch?v=dQw4w9WgXcQ]] instead of listening to her. \n\nOR\n\nYou say something [[intelligent|Intelligence]]. \n\n
"We were hoping you might say that. The British equivalent the the US Environmental Protection Agency recently produced this. \n\nThe board members begin chuckling - as if to some shared inside joke - as she loads a video onto the projector: [[DaveIncharge|https://www.youtube.com/watch?v=-M_TBnT3FJA#t=21]]\n\nYou can't help but laugh out loud. \n\n"Needless to say, such a video would NOT work with audiences in Hampton Roads. We're agreed, then. Generate an informational persuasive song or music video inspiring Hampton Roads citizens to take some form of action about climate change." She waves her hand, "Make it roughly 2 to 4 minutes." \n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the song or music video itself, and a rationale showing why this music you designed will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
You step into the board room, and before you can take your seat, a board member stands and shakes your hand. \n\n"I'm glad your team could join us on such short notice. We have a lot to cover. I'm sorry, but remind me what your role is on the team again?"\n\nYou're a little irked; you've been emailing this person for weeks, but you reply politely anyway.\n\n"Yes, of course, I'm the....\n\n[[Graphic Designer|EPAneeds]]\n[[Commerical Advertising Specialist|EPAneeds]]\n[[Music/Sound Designer|EPAneeds]]\n[[Radio Advertising Specialist|EPAneeds]]\n[[Web Designer|EPAneeds]]\n[[CEO|CEO]]\n[[Lead scientist on a team of researchers|Neeeerd]]\n[[Media advisor for a local politician|Pundit]]\n...Wait... [[I have no idea who I am|https://www.youtube.com/watch?v=dQw4w9WgXcQ]]!
"Oh... I designed it myself."\n\nYou cringe.\n\nShe continues, "At any rate, if you think it should be improved, you should discuss that in your rationale."\n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the Web page itself, and a rationale showing why this page you designed will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
You think the board member is going to yell [[this| https://www.youtube.com/watch?v=43GChXc6RVY]]\n\nBut instead, he says, "Oh wonderful news. We've been hoping to speak with you." He waves you to a seat. Once you take your seat, the woman seated at the head of the table clears her throat and begins.\n\n"Greetings, I'm a researcher associated with MARI, the Mitigation and Adaptation Research Institute, and we've gathered you all here to discuss the potential for promoting your research."\n\nShe points to you. "I understand you've recently collected data on perceptions of climate change and sea level rise in Hampton Roads, is that right?" \n\nYou weren't listening. Instead, you were humming a [[tune|https://www.youtube.com/watch?v=dQw4w9WgXcQ]]. \n\nOR\n\nYou answer [[yes|Yes]], that is correct.
The email contains the following message:\n\n"We at the EPA look forward to working with you. Please see the attached description of the project." \n\n(See the Prompt titled Assignment 3: The Marketing Proposal Option to view her attachment)
"Wonderful. Generate an informational persuasive piece inspiring Hampton Roads citizens to take some form of action about climate change." She waves her hand, "Make it roughly roughly 1000 words. Ha, must feel like you're in English class again."\n\nYou don't laugh. You hated English. \n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the Web page copy itself, and a rationale showing why the writing you drafted will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
"I'm the CEO, and I'm not sure why you're acting like you called this meeting when I most certainly did. Go fetch me my coffee." \n\nThe eager board member apologizes profusely as he scurries away. \n\nYou turn to PR department, who are exchanging smiles after witnessing this scene. \n\nYou take your seat at the head of the table and [[begin|Dilemma]] \n
You fail the class. \n\nThink back... to Assignment 1... to the first few weeks of the semester... that genre we studied. \n\nThere it is! You got it now. \n\nNow that you remember, you correct yourself, "[[Yes, of course I know research reports|Reports]]."
"We were hoping you might say that. No matter what else goes on the page, it won't make sense without copy." \n\nYou try not to show it, but you're immediately confused. You lean in to your team member and whisper, "what does she mean by copy?" Your team member chuckles, and [[responds|EPAwhatiscopy]]. \n\nPsh, you know what "copy" means, [[so you smile and nod|EPAiknowcopy]]. \n\n
"Why thank you," she says. "I designed it myself!"\n\nYou silently breathe a sigh of releif.\n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the Web page itself, and a rationale showing why this page you designed will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
The head of PR waves his hand, "In order to function effectively during a crisis event, organizations must have a written plan that delineates the roles, responsibilities, key players, and procedures they'll enact. It wouldn't be wise to wait for the event to occur. Such plans must be laid out well in advance so that the organization can act quickly and get ahead of the press with their communication plan. It also lays out a plan for evaluating or assessing the approach, which is important for future crises." \n\nThe young board member returns with your coffee. \n\nBecause you're getting shown up by the head of your PR department, you [[rage flip the coffee out of his hands|Rageflip]], saying you needed more room for cream. \n\nOR\n\nBecause you're impressed by this amazing and competent team, you [[invite him to sit and join the conversation|Seated]].
The email contains the following message:\n\n"We look forward to working with you. Please see the attached description of the project." \n\n(See the Prompt titled Assignment 3: The Politician’s Media Relations Press Kit Option to view the email attachment)
The head of the PR department leans foward, "Well, like you said, we need a plan. We already have a crisis communication manual, detailing our approach to events as small as an on-th-job injury to events as large as a terrorist attack. We should develop a section that details our approach to natural disaster and flooding." \n\nYou blink, surpised, "Great! I had no idea such a document existed. What, uh... [[what is a crisis communication manual|Whatis]]?" \n\n
The young board member takes a seat and says, "I overheard you talking about a crisis communication manual. I happen to be an expert in crisis communication. You'll definitely want to include the following sections: a title page, an analysis of authority, purpose, scope, situations and assumptions, audience profile, concept of operations, key communication strategies, and evaluation of the communication efforts. I happen to have a description of the project here in my briefcase!" \n\nHe hands you a document(See the Prompt titled Assignment 3: The Crisis Communication Manual Option)\n\n"I'd be happy to help you develop it!" he grins. \n\n"Wonderful!" You both high five and get to work.
"Copy is workplace jargon for the written material that goes on published documents: brochures, Web pages, manuals, etc." He laughs, "I hope you didn't think she meant you should copy someone else's work." \n\nYou whisper quickly, "Shh, quiet. [[I get it|EPAiknowcopy]]! Thanks!"
She nods, "Wonderful, well, take some time to take a look at our [[Website|http://www.mari.odu.edu/]]. We'll be publishing the research report there. In the meantime, I'll send you a description of the project so you have a stronger sense of what we're looking for."\n\nShe swipes and taps her phone, sending an email. \n\n"Alright, I've sent it. Please stay in touch." \n\nThe board stands, shakes your hand, and you race home to check your [[email|SciEmail]].
She blinks, suprised. \n\n"Well, that's rather industrious of you to want to take on the entire Web page, but like I said, I think you'll need a team to do that. I know you're an expert in Web design, but you'll need copy writers and graphic designers. I'm not saying no; I'm saying your next step is to form a team."\n\nShe points to the projector and loads a Web page.\n\n"You might consider taking a look at our [[site|http://www.epa.gov/climatechange/]] as a starting point to see how we design our pages. What do you think? Do you like the design? \n\n[[I love it|EPAWeblike]] \n[[It, um, could use improvement|EPAWebdislike]]
You clear your throat. "Right then, I've organized you here to discuss an important matter. As you know, Hampton Roads has its share of weather... events. We're a coastal region that deals with hurricanes, tropical storms, noreasters, and flooding. As a result, this company will inevitably face a crisis related to climate change and sea level rise. We must be prepared. \n\nNow, I'm no public relations expert. That's why you're here, so tell me... [[what do we do|Manual]]?"
The email contains the following message:\n\n"We at MARI look forward to working with you. Please see the attached description of the project." \n\n(See the Prompt titled Assignment 3: The Research Report Option to view her attachment)
The board member runs out of the room, crying and dripping wet with coffee. Your PR department, disgusted with your behavior, gets up and leaves. The head of the PR department pauses by your side. \n\n"I'm sorry, but you're on your own with this one. All I'll leave you with is this project sheet." \n\n(See the Prompt titled Assignment 3: The Crisis Communication Manual Option and seek anger management therapy)
"That's precisely the problem. The press will find information. It's smarter to feed the story directly from our department so that we can shape the way they report it and spin facts in our favor." \n\nThe politician applauds you and says, "I like this kid."\n\nShe turns to her office assistant, "Did you take minutes?" He nods. "Wonderful, email it to the Media Advisor as a record of this project."\n\nShe turns back to you, "I want this on my desk ASAP. \n\nAs you leave, your phone buzzes with a notification. New email. You open your [[email|PoliEmail]].
"We were hoping you might say that. Infographics are highly effective forms of communication."\n\nShe points to the projector and loads an image. \n\n"In fact, I came across this [[infographic|http://ripetungi.com/shark-attack/]] the other day, and I found it extremely compelling."\n\nShe silently scrolls through the entire image. \n\n"Isn't it amazing? The fact that it forces you to scroll through so many sharks makes a significant emotional impact. It's amazing that an infographic can be... emotional."\n\nShe turns back to you. \n\n"We're agreed, then. Generate an informational persuasive infographic that visually represents data on climate change. You might use data from the blog you've been writing. At any rate, this graphic needs to inspire Hampton Roads citizens to take some form of action about climate change." She waves her hand, "Don't let it speak for itself, though. I want a written message below it, explaining the graphic and calling the audience to act in some way." \n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the infographic and follow-up writing itself, and a rationale showing why this design will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
"We were hoping you might say that. Commercials are highly effective forms of communication. We're agreed, then. Generate an informational persuasive commercial inspiring Hampton Roads citizens to take some form of action about climate change." She waves her hand, "Make it roughly 30 seconds to 1 minute." \n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the commercial itself, and a rationale showing why this commercial you designed will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].
"This is wonderful news," she responds. "Are you planning to publish your findings? \n\nYou've never published before; you're thrilled at the prospect. In fact, you begin looking around the room at the others like [[this|http://whatshouldwecallgradschool.tumblr.com/post/79174767139/when-i-find-out-ill-get-my-first-publication]].\n\nThey shift awkwardly in their seats, waiting for you to collect yourself. Once you do, you say, "Yes, I would love to publish my findings." \n\n"Great! Are you familar with the format of a research report?" \n\n[[No, I'm not|No]].\n[[Yes, I most certainly am|Reports]]! It's the first thing Mrs. McKittrick taught me in my 231C course!
"We were hoping you might say that. Radio announcements are highly effective forms of communication. We're agreed, then. Generate an informational persuasive radio commercial inspiring Hampton Roads citizens to take some form of action about climate change." She waves her hand, "Make it roughly 30 seconds to 1 minute." \n\nShe checks her watch and gathers her papers, leaning forward as if to leave but stops. "I want three deliverables on my desk as soon as possible: a design plan, the radio commercial itself, and a rationale showing why this commercial you designed will appeal to the audience described in our research report on Hampton Roads citizens. We won't fund the project if you cannot prove it'll work." \n\nShe checks her phone, swipes and taps it. "Thank you for your time. I've just emailed you the project details for further reference. Please stay in contact for any questions, and we look forward to working with your firm." \n\nYou [[check your phone|Email]].