Discussion: Irvine San Joaquin County Press Release

Discussion: Irvine San Joaquin County Press Release ORDER NOW FOR CUSTOMIZED AND ORIGINAL ESSAY PAPERS ON Discussion: Irvine San Joaquin County Press Release Write a press release of between 340 and 420 words. The headline contact information and San Joaquin County description are not part of the word count. Discussion: Irvine San Joaquin County Press Release attachment_1 Press Release Assignment As discussed in class, public relations are the most pervasive form of mass communication. In brief, public relations, or PR, is designed to shape the public’s opinion. Within public relations, there is a specialty called crisis management. It aims to repair a company, governmental institution, or a person’s image after it has been damaged. Crisis management requires more than an apologetic press release or a CEO’s disingenuous appearance on CNN. News goes viral in a flash. Companies must be ready to respond to disasters swiftly and decisively, using all platforms to communicate with the public. Most importantly, companies that make mistakes must sincerely accept responsibility for their actions — not distance themselves from them. There’s no cure-all method to remedy company crises, but there are lessons to be learned from past successes. Here are examples of nine companies that saved themselves — and their precious brands — in the direst of situations. The crisis: Seven people died after taking extra-strength Tylenol capsules that had been laced with potassium cyanide, a deadly poison. The killer was never found. How J&J responded: The company put customer safety first. It quickly pulled 31 million bottles of Tylenol — $100 million worth -off the shelves and stopped all production and advertising of the product. It also got involved with the Chicago Police, FBI, and FDA in the search for the killer, and offered up a $100,000 reward. Post-crisis, the company reintroduced Tylenol with new tamperresistant packaging and $2.50-off coupons. The result: A go-to case study in MBA classes worldwide, Tylenol’s response to the tragic 1982 Chicago murders is regarded as one of the most successful sequences of crisis management in history The crisis: A syringe was allegedly found in a can of Diet Pepsi in Washington state. The following week, more than 50 reports of Diet Pepsi can tampering sprung up across the country. It turned out to be a hoax. How PepsiCo responded: Both PepsiCo and the FDA were confident that the reports were fabrications, so the company came out hard, defending itself staunchly against the accusations. But PepsiCo didn’t make vague statements telling the public to simply trust it. The company produced four videos throughout the crisis, such as a comprehensive report on its soda canning process. The most compelling was a surveillance tape of a woman in a Colorado store putting a syringe into a can of Diet Pepsi behind the store clerk’s back. PepsiCo North America CEO Craig Weatherup appeared on news stations armed not only with visual evidence of the bogus reports but with the explicit support of the FDA. He appeared most notably on the TV news show Nightline with FDA Commissioner David Kessler, and they both assured the public that Diet Pepsi was safe. The result: The rumors fizzled out within two weeks following multiple arrests by the FDA for filing false reports. Diet Pepsi sales had fallen 2% during the crisis but recovered within a month.Discussion: Irvine San Joaquin County Press Release The situation required an aggressive defense because PepsiCo hadn’t done anything wrong. If the company remained quiet and complacent the damage could have been far worse. Your assignment: You are the public information officer for San Joaquin County in Northern California. Three weeks ago, The Stockton Record newspaper published two stories that concluded that San Joaquin health inspectors allowed many county restaurants to flaunt sanitary and cleanliness requirements. The Record is in San Joaquin County and is a major source of news. There have been widespread and angry public protests since the stories’ publication. The reporters’ source of information was a whistleblower. The stories are quite damning. They cite dozens of restaurant inspection reports that detail health violations that include rat and cockroach infestation, poultry left unrefrigerated, filthy cutting boards and utensils, and extreme uncleanliness in food preparation areas. The county health reports cover several years and frequently cite owners for repeated violations. Worse, the violations do not result in fines or closure. The warnings go unpunished, despite county ordinances requiring the imposition of fines or temporary closures requiring violators to address sanitation non-compliance. Health inspectors quoted anonymously in the stories admitted that the unsanitary conditions put the public’s health at risk. You meet with the director of health services, the district attorney, and the county board of supervisors, who are charged with regulating administrative functions. They ask you how the county should proceed. You suggest an immediate internal investigation to determine whether the stories are true. All of those in attendance ask you to lead the investigation and you agree. After carefully reviewing some 120 restaurant inspection reports and speaking with health department staff, you conclude that the stories were accurate. San Joaquin County inspectors several years ago decided among themselves to not punish violators. Instead, they only asked them to comply with health regulations. Deputy Assistant Health Director Roger Morgan, who oversaw inspectors, imposed the lax policy. In your conversation with him, he argued that the public’s health was not at risk. Furthermore, closing restaurants would mean a reduction of county revenue, he said. Following a meeting with senior county officials, you are assigned to write a press release that makes the following points: *San Joaquin County officials passionately believe that the public’s health must be safeguarded at all times. *San Joaquin County officials charged with ensuring the public’s health have fallen short in restaurant inspections. Restaurant inspectors, in particular, have failed to adequately enforce health and safety standards. The county leadership and health inspectors are profoundly sorry and ask for citizen forbearance as swift and decisive action is taken to remedy this intolerable situation. *Deputy Assistant Health Director Roger Morgan has been relieved of his duties. James Thurgood, formerly director of Sonoma County health services, has been appointed to the new position of Chief Restaurant Inspector. He will directly oversee inspections. *All 16 restaurant inspectors will attend a weeklong sanitary inspection class. Discussion: Irvine San Joaquin County Press Release The purpose is to make these employees more efficient and exacting public health inspectors. *Health officials will meet with restaurant owners and their staff in the coming weeks to familiarize them with new standards and enforcement practices. Next month the county will offer free public health seminars to restaurant owners and workers. *Within 90 days, the county will enact a rating system. Letter grades will be assigned to restaurants based on the establishment’s overall cleanliness and proper food preparation procedures. The grades will range from an A for excellent, to B for good and C for adequate. Restaurants with a grade lower than a C will be closed until the violations are remedied. The grades will be posted at restaurant entrances as a service to patrons. *The county website will now include a section where consumers will find public health practices and policies. Instructions: Write a press release of between 340 and 420 words. The headline contact information and San Joaquin County description are not part of the word count. You should not include any of the information gleaned from the internal investigation. That would be regarded as private communications. It is okay to reference the news stories. Doing so will provide a helpful context for the press release and demonstrate that the county is responding positively to the critical press reports. Underscore county leadership’s promise: restaurants will now adhere to strict health and sanitary standards. Make clear that meaningful and important steps are being taken to ease the public’s concerns. Do not start by repeating what is already known. Instead, begin with what the public does not know. Be sure to follow the press release format. Do not write in the “we” voice. Instead, write as though you were an outside observer. Effective press releases are written in this fashion because they lend a sense of objectivity. At the same time, keep in mind that your goal is to fix San Joaquin County’s damaged image. This is a somewhat challenging task, but not as difficult as you might imagine. You are expected to completely rewrite the information presented. Include this wording at the bottom: San Joaquin offers tremendous opportunities to the residents and businesses that call it home. San Joaquin’s eight communities of Mountain House, Tracy, Lathrop, Manteca, Ripon, Escalon, Stockton, and Lodi provide quality affordable housing along with numerous recreational opportunities and state-of-the-art K-12 schools and higher education institutions *Note: The above wording does is not part of the assignment word count. … Get a 10 % discount on an order above $ 100 Use the following coupon code : NURSING10