Bad News Press Release Report Writing - Management Assignment Help

Assignment Task:

Task:

Deliverable
Write a standard form, standard length (400 – 500 words) press release, on behalf of the organization affected, responding to ONE of the following scenarios:

I. The public revelation of the existence of Volkswagen’s “defeat device” (B&H, 9.2.1, 468-9)
II. The 2013 Target data breach (B&H, 5.3.2, 259-61)
III. The revelation of design flaws in Atomic Energy of Canada’s Therac-25 computer-controlled radiation therapy machine (B&H, 8.2, 434-9)
 

Background
A press release is a document directed to news media that provides an official statement or response from a company or organization. Typically, the goal of the company or organization issuing the release is that the news media will incorporate it into their reporting, possibly publish it verbatim as a stand-alone news story. This can be a very effective way of getting out “your side of the story” in order to shape and direct media coverage and public attitudes toward new products, corporate policy decisions (such as mergers and acquisitions), or, as in this assignment, unwelcome developments. As such, press releases are a very common feature of corporate business practice, particularly in the technology sector.

In practice, especially in a large firm, press releases are not typically drafted by individuals or technical personnel – at least not on their own. Instead, a press release will typically be written, reviewed, and re- written by specialists: publicists, marketing personnel, lawyers, etc. So, in that respect what you are being asked to do in assignment is arguably somewhat unrealistic. But perhaps not entirely so. In a small tech start-up, for example, there may be no in-house communications specialists available. And, in any case, computing professionals are often the only people in an organization who are in position to fully understand and evaluate the technical claims made in public communications.
 

Elements of a Press Release

• Media Contact Information* – I.e., the name, email address, or other contact information for the media relations person who journalists can contact for follow-up or questions.
• Headline – A short, attention-grabbing statement that briefly summarizes the contents of the press release.
• “Dek” – A sub-headline that adds detail to the headline.
• Dateline – The release date and the originating location of the press release.
• Introduction – A paragraph that provides basic answers to the questions of who, what, when, where, and why.
• Body – One or two paragraphs that provide further explanation, information, or other details relevant to the announcement or response.

• Boilerplate * – A short "about" paragraph providing factual background on the company or organization issuing the press release.
• Close – In North America, by long-standing convention, "-30-" appears after the boilerplate to indicate that the text of the release has ended.

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