RESEARCH OVERVIEW

 
 
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PRAD 564 - BUSINESS SKILLS FOR STRATEGIC COMMUNICATORS 

On January 27, 2017, President Trump signed an executive order banning travel from several Muslim-populated countries, generating corporate advocacy from companies like Airbnb. The travel ban gave the short-term lodging company an opportunity to practice what it preaches. To create a world of belonging, Airbnb offered free housing or paid for refugees’ accommodations. Airbnb CEO Brian Chesky used social networking to make this announcement, followed by an NFL Super Bowl commercial that coined the hashtag #WeAccept, a motto in keeping with its corporate advocacy. This case analyzes Airbnb’s effort at authentic advocacy on this issue against the public’s response and business performance with implications for chief communications officers and advisors to the C-Suite.

 
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PRAD 564 - BUSINESS SKILLS FOR STRATEGIC COMMUNICATORS

Dove launched a three second video to its Facebook page showing an African American woman turning into a Caucasian woman. This ad was to promote Dove’s body wash and to celebrate diversity. Unfortunately, its intentions weren’t clearly communicated and caused an uproar on social media. But, this isn’t the first time the beauty brand has been in the hot seat over racially insensitive advertisements causing many to question its innocence on the subject matter. Previously, Dove angered consumers by releasing a three second video of a woman of darker pigmented skin standing as a before image and a fair skinned woman standing as an after image for its Dove VisibleCare Creme Body Wash back in 2011.

 
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PRAD 540 - CRISIS COMMUNICATIONS

This document outlines a crisis management plan that will serve as a guide in the case of a listeria outbreak that would potentially negatively impact Dean’s business or corporate reputation. The below approach outlines steps that should be taken to respond to traditional and social media issues as they arise.