hElement A – Communication Plan (2500 words)oice and press release

42403Assessment 1
The first assessment consists of 2 elements:

Element A – Communication Plan (2500 words)

Alton Towers is a theme park based in Staffordshire, UK. In June 2015, the company suffered a severe PR crisis, with an accident on a ride called ‘The Smiler’ which caused serious injury to a number of customers.

Acting as a senior communication officer for Alton Towers, 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 resultant crisis of confidence 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 Alton Towers 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.

NB: Both assignments should take as their point in time, the days immediately following the incident in June 2015.

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