Paper Requirements Your paper will include: 1. An introduction that synopsizes the crisis in 3-4 sentences and concludes with a thesis statement that asserts three claims about how/why the company was (in)effective in its crisis management. 2. Three body paragraphs, each of which argues one of your three claims. 3. A conclusion that restates your thesis and then offers information about where the company is today in no more than 3-4 sentences. Formatting Requirements—READ CAREFULLY 1. Cite all sources using APA Style. An APA style guide is on Blackboard (Only the citations need to be in APA style; the paper itself does not need to be written in APA style.) 2. No more than 4 pages (not including Works Cited page, which can be a fifth page) 3. 12 point Times New Roman or Calibri font, double spaced 4. 1-inch page margins for top/bottom and left/right 5. Your header should appear at the top of the first page, RIGHT JUSTIFIED and SINGLE SPACED – see example bolded below: (Student Name) BA 2196 Section (identify)/(Professor Name) Writing Assignment: Crisis Communicatio ***ESTABLISHING YOUR THESIS*** You must assert a thesis—1 sentence—arguing your 3 claims articulating why the company effectively or ineffectively managed its crisis (NOTE: Each strategy claim—you’ll have 3 total—consists of both WHAT (ACTION) and WHY (INTERPRETATION) details) o Example of REQUIRED THESIS SETUP: “Johnson & Johnson effectively managed its crisis in the following ways: by preemptively recalling Tylenol nationwide, the company showed that it cared more about public safety than about profit; by innovating the new safety measure of sealed bottles before putting Tylenol back on the market, the company reassured customers that the crisis could not happen again; and by calling attention to its corporate credo in its apology, the company implied transparency and honesty to consumers.” o Example of TOPIC SENTENCES for each body paragraph: • Body paragraph 1 topic sentence: By preemptively recalling Tylenol nationwide, the company showed that it cared more about public safety than about profit. • Body paragraph 2 topic sentence: By innovating the new safety measure of sealed bottles before putting Tylenol back on the market, the company reassured customers that the crisis could not happen again. • Body paragraph 3 topic sentence: By calling attention to its corporate credo in its apology, the company implied transparency and honesty to consumers. ***MAKING YOUR ARGUMENTS*** Your paper must contain three body paragraphs, each arguing one of your thesis claims. Each body paragraph must include a topic sentence (see above), evidence and analysis. o EVIDENCE consists of facts, i.e., actions that the company took, and the relevant context in which the company took those actions. o ANALYSIS has two parts. o Analysis part one provides your interpretation of facts to prove your topic sentence. For example, it gives a thoughtful and well-reasoned response to the question: “Why and how does Johnson and Johnson’s calling attention to the corporate credo in its apology imply transparency and honesty to consumers?” o Analysis part two connects that interpretation back to your thesis’s argument of whether the company in question was effective or ineffective in managing its crisis. For example, it gives a thoughtful and well-reasoned response to the question: “Why and how does implying transparency and honesty to consumers make Johnson and Johnson’s crisis response effective?”
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