Unit IV Assignment You are the CEO of a major corporation whose databases were recently hacked and sensitive customer
information was stolen. The press has been hounding you for some kind of a statement regarding the
situation and what the corporation is doing to protect its customers and prevent this from happening
again. Would you as the CEO speak out about the crisis or would you choose a frontline spokesperson to
represent the corporation? Explain your choice. Please respond to the following questions (even if you
chose the CEO to make the statement): What are the essential elements of a good and effective spokesperson in a crisis? What criteria are
considered in selecting that particular person? Why do you think it would be important to have a welltrained spokesperson speak for the corporation during a crisis such as this one?
MSL 5200, Crisis Communication Management 3 Why is the “head and heart” principle important for a spokesperson during a crisis? Why does the
media wish to speak with frontline employees during a crisis? How can the spokesperson’s body
language and presentation skills impact the audience? How would you as the CEO mitigate any damage to the corporation caused by erroneous information
given out by the frontline employee?
Your response to this scenario should result in a paper that is a minimum of two pages. Please be sure
to reference any sources used, including your textbook. The title page and reference page should be
included as well; separate from the body content. The entire paper should follow APA guidelines.

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