(5)PRESS RELEASE Review "King Car's Response To The 2008 MELAMINE CRISIS" Assuming the role of the public relations director for King Car, create a press release in response to the second round of testing that came back positive for high levels of melamine. The Press Release must: Follow the press release format/template Show you relied on the 10 lessons of Crisis as a guide to develop the content of the press release; Lesson of Crisis 1. Organization members must accept that a crisis can start quickly and unexpectedly. 2. Organization should not respond to crisis with routine solutions 3. Threat is perceptual 4. Crisis communication must communicate early and often following a crisis, regardless of whether they have critical information about the crisis. 5. Organizations should not purposely heighten the ambiguity of a crisis to deceive or distract the public 6. Be prepared to defend your interpretation of the evidence surrounding a crisis 7. Without good intentions prior to a crisis recovery is difficult or impossible 8. If you believe you are not responsible for a crisis, you need to build a case for who is responsible and why. 9. Organization need to prepare for certainly through simulations and training 10. Crisis challenge the way organizations think about and conduct their business Include any relevant information described in the case study (conduct additional research on the case as needed), Include at least one quote from a King Car representative (attribute the quote to yourself as the PR director for King Car), and TWO pages.

(5)PRESS RELEASE Review "King Car's Response To The 2008 MELAMINE CRISIS" Assuming the role of the public relations director for King Car, create a press release in response to the second round of testing that came back positive for high levels of melamine. The Press Release must: Follow the press release format/template Show you relied on the 10 lessons of Crisis as a guide to develop the content of the press release; Lesson of Crisis 1. Organization members must accept that a crisis can start quickly and unexpectedly. 2. Organization should not respond to crisis with routine solutions 3. Threat is perceptual 4. Crisis communication must communicate early and often following a crisis, regardless of whether they have critical information about the crisis. 5. Organizations should not purposely heighten the ambiguity of a crisis to deceive or distract the public 6. Be prepared to defend your interpretation of the evidence surrounding a crisis 7. Without good intentions prior to a crisis recovery is difficult or impossible 8. If you believe you are not responsible for a crisis, you need to build a case for who is responsible and why. 9. Organization need to prepare for certainly through simulations and training 10. Crisis challenge the way organizations think about and conduct their business Include any relevant information described in the case study (conduct additional research on the case as needed), Include at least one quote from a King Car representative (attribute the quote to yourself as the PR director for King Car), and TWO pages.