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Activity 3 : Crisis Communication
Case study : MC DONALD'S Singapore  (Lizard tail found in Sausage Mc Muffin)
1: Issue an apology to the person who faced the situation, and also publicly on the Facebook page.
2: Senior Communication manager will contact the person affected to hand them the burger the lizard was found in.
3: The burger will be sent to the lab for tests.
4: Test reports will be handed over to the authorities and also posted on the social platforms.
5: If people still doubt and are angered by the crisis, a video of the processing of the product will be released.
6: Health inspectors will be invited to check the processing of the chicken.

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Activity 2: Global Perspective of PR

Focus: Event management

Cultural adaptations regarding the event

-       Dress code, respecting the culture  (less revealing dressing )

-       Respecting the rules and regulation

o   Language

o   Meaning in songs

o   Promoting, influencing the audience based drugs, alcohol, or harmful substance to the body

o   censoring words, discourage explicit content being portrayed or presented on a public platform

-       No content is allowed usage of / images of religious symbols that are deemed offensive

-       Outfits that showcases the national flag

-       Sexual content, inappropriate content

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Good oral hygiene begins at birth:

·      Educating the audience with information regarding the product

o   Related to health

o   Consequences

o   Evidence of research such as referencing surveys

·      Persuasion that this product is beneficial, and not mentioning the negative affects

·      Targeting family’s, mainly parents or specifically mothers who take care of their child, or new experienced mothers

·      Rerouting their advertisements to another page on the newspaper ‘starspeicial’

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Milo :

·      Promotion of 2 types of jackets.

·      Promoting health and their products

·      Persuading the audience with chance to redeem the jackets

·      Jackets are limited to 600 per day per location

·      Promoting their social media platforms

·      Target:

o   Family

o   Youth

·      Persuasion through info graphic

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Activity 1:
Star Fit for life: health & fitness

·      Attracting people through the special rates

·      Negotiable favors offered

·      Promoting their social media for further information

·      Persuading audience with joining their program through statistical results and in   a materialistic sense

·      Beneficial for both

·      Targeting an audience through the area they are in, could be family, could be pre adults, for those who want a healthy start.

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Activty 1:

Triumph
-A undergarment brand promoting its benefits to the public.
-Persuades public to visiting its outlets and trying out their undergarments.
-States out and compares the quality of their undergarments with other undergarments out there in the industry.
-Boosts the companies name by reminding the public on the history of the company and how long it has been standing in the undergarment industry.

Activity 2:
If an overseas client were to open a business in Malaysia, there are definitely a few aspects that they need to be aware of as just like every country you visit, there are certain issues you need to be aware of. For instance:
-Be reminded that Malaysia is a Islam based country and is a very sensitive subject in the country.
-F&B businesses must be aware that food outlets must be halal and if not, it must be publicly clarified to avoid issues to surface.
-Dress codes in Malaysia is important and must be conservative and polite at all times. This rule should be followed strictly in all Malaysian outlets.
-Malaysia is a diverse country and has many culture living together so it is important for overseas industries to be aware of all lifestyles.

Activity 3:
First it would be important to apologize as the public is the main focus of the client. Even if the rumour is a hoax and false, apologies must be made as a show of respect and acknowledgement to the public.

After that, it would be important to clear the name by hosting events like inspections to clear up the rumor and also promise to improve and avoid the following concerns from happening again.

Lastly the management should release statements on taking on full responsibility if health issues are raised after the occurence of this rumor. And in the future work on projects and create advertisements to reclaim the trust of the pubic again.

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Objective: - Understand the process of a crisis response PR campaign like the McDonald’s Lizard Tail Hoax

Activity:

Brainstorm how you would you react to the complaint, who would be the one to respond and how would you address the complaint?

Then, how would you placate customers and convince them that McDonald’s would ensure that such a misunderstanding will never happen again?

McDonald's response: https://sg.news.yahoo.com/blogs/what-is-buzzing/customer-finds-baby-lizard-sausage-mcmuffin-104948483.html

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Objective: - To help you become aware of the considerations that must be made when conducting public relations outside of the country’s borders

Activity:

•If your client wants to do business overseas, they must be sensitive towards many different issues in the country that they want to do business in. PR agencies can help to resolve and address these issues.

•Brainstorm the different types of issues that an international client may or may not encounter in the country they want to do business in.  These issues might include but are not limited to language and culture. E.g. a China-based F&B client opening a branch outlet in Malaysia

Here are some videos to watch: https://www.youtube.com/watch?v=GOHvMz7dl2A; https://www.youtube.com/watch?v=_d3SXLxzP3E

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1)Objective: - Finding examples of a public relations activity featured in a newspaper and share the material with the class.

2)Activity:

•Find and identify examples of public relations or what you perceive as public relations in the newspapers you should have brought to class today. If not, go online.

•You should show the examples to the class and explain their perceptions about who prepared the information and how difficult it was to get the information placed in the media.

•Tips:

> Look at stories found in business, metro and lifestyle sections;

> Find articles that do not have a writer credited;
> Read the articles that are usually events or products related.

Take a snapshot of the article(s) and provide a brief about who the client is and why do you think it is a PR-related article (is it to create awareness? is it to announce about something new? is it to promote a certain action or event or activity? is it to inform the public about something? is it to persuade the public?)