學門類別
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Gregory Shine Daycare
內容大綱
The executive director of a daycare is trying to figure out how to address legal, financial, and safety issues stemming from an incident that occurred two months before, when a two-year-old boy broke his leg. Despite having no formal training in public relations or crisis management, the executive director felt she had handled the incident reasonably well: it seemed as though everything at the daycare had returned to normal. Still, the executive director couldn’t stop worrying that the daycare might experience further fallout from the incident.
學習目標
This case is intended to allow students to learn about what is an effective public relations strategy in response to a crisis. It could be used in either an introductory marketing course or a promotions course where PR is a sub-unit. The emphasis is primarily tactical as opposed to strategic.