Assessment 1
The first assessment consists of 2 elements:

Element A – Communication Plan (2500 words)

During August 2015, Ashley Madison experienced a significant public relations crisis with a breach of security concerning its database.

Acting as a senior communication officer for Ashley Madison, you have been tasked with developing a strategic communication plan. This plan will assist the company in rebuilding its brand and will attempt to reassure and mitigate against the crisis of confidentiality that consumers have experienced.

The strategic communication strategy will be written using the following
headings:
• Executive Summary
• Situational Analysis
– SWOT and PEST Analysis
• Communication Strategy
– Identifying the Target Audiences
– Determining the Communication Objectives (SMART)
– Designing Message(s)
– Choosing Media
• Summary (Desirable outcomes for the company)

Throughout the plan reference to appropriate communication
theory and concepts should be made.

Element B – Press Release (500 words)

Write a press release for Ashley Madison designed to communicate
one of the messages determined in your communication plan (Part A).
The press release should be ‘newsworthy’ and correctly follow the
formatting rules for this type of written communication.

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