Length: 1750 words
This assessment requires you to identify and evaluate an organisational crisis communication response, drawing on key unit theories. Read the instructions below and apply your theoretical and practical understandings of crisis communication.
Use the news sources material about this case below (and please restrict yourself to those sources, aside from maybe viewing the video in the link):
The Guardian: Optus reveals at least 2.1 million Australians exposedDownload The Guardian: Optus reveals at least 2.1 million Australians exposed
BBC – How a massive data breach has exposed AustraliaDownload BBC – How a massive data breach has exposed Australia
SBS – Optus takes out full page adsDownload SBS – Optus takes out full page ads
Icon Reputation – Optus data breach a lesson in bad crisis communicationDownload Icon Reputation – Optus data breach a lesson in bad crisis communication
Zakazukha – Optus data breach a lesson in crisis communicationDownload Zakazukha – Optus data breach a lesson in crisis communication
Drawing on relevant crisis response strategies covered in the unit, describe the crisis response strategy/ies adopted by Optus. Identify the type of crises and the audience type the organisation was dealing with, and whether the crisis responses strategy was appropriate for those typologies.
Identify and discuss any problems or risks in those communication strategies if you found any, and evaluate the overall effectiveness of their response. What recommendations would you have for Optus in responding to this particular crisis?
Assessment criteria:
Demonstrated understanding of key concepts
Application of relevant theories to analysis of case
Structure and organisation, including presentation of sound conclusions.
Presentation, including spelling, grammar, expression and correct referencing
