Public Relations Essay, Research Paper

Public Relations

The crisis I chose for this project is possibly made up or a rumor. It involves a Television host named Tom Green from the MTV network. Tom Green is an MTV personality who has brought the Howard Stern style of shock radio to television. On any given show you will see humor in the lowest forms. Tom Green putting himself in harms way or even the possibility of being arrested all for the shock and humor.

The crisis is that Tom Green has stepped over the edge of what people will put up with and find even the least bit funny. While filming material for a show Tom Green went uninvited to a Jewish boy’s Barmitzvah dressed as Hitler to film the reaction of the people. The family holding the Barmitzvah was extremely angered which was the affect Tom Green wanted. The anger and initial response is what makes the show popular. He felt it was just another sketch and was quoted as saying, I thought I d done allot worse things in the past . The family did not care if he had done worse things in the past and wants to stop him from doing it in the future. The family that held the Barmitvah is now suing MTV and trying to press harassment or civil rights charges against either MTV or Tom Green. Also the Jewish and minority people that work for MTV are extremely angered and threaten to strike if something is not done about this issue. Also with all the negative publicity MTV shares are going down making stockholders nervous.

The cause of this incident was of coarse Tom Green going to the Barmitvah. Management not reviewing his script, making shore he wouldn t do something to offensive, and a complete lapse in judgment by all involved as quoted by an MTV executive. Also the impossible task of knowing what will offend an entire public or publics. In a society with ever changing moral values and acuteness to sensitivity. Many of the viewers of the Tom Green show stated that they were not offended by the action but felt it was inappropriate and understand why there is so much public out cry.

The first thing I would do is advised MTV management to neutralize the situation. Distance them selves from Tom Green and the management involved with over seeing the show. This would require possible termination and suspension of employment of those involved. Also to relay the message through well-planed news conferences, satellite press conferences, and satellite media tours that it was Tom Green s idea and actions. Stating this incident was not authorized by MTV in any way. Finally a press release to all major communication outlets from Tom Green stating that he is very sorry for his actions . He is, not a racist in any way and never meant to offend any ones race or religion, and truly feels he over stepped the bounds of creative freedom . This shows that MTV is extremely sorry for the incident, and that they had no part in the authorization of Tom Greens actions. Therefore by making Tom Green the escape goat the company MTV will start to look like an innocent by standard. More then a company that hires bigots and racist.

Second MTV should make press releases and announcements over any medium showing their contribution to the Jewish community and to the antiracism movement in general. A good example would be a video news release Describing how they are equal opportunity employers active in antiracism campaigns, donations they make to special causes etc. This shows further more how MTV is not in the business of racism.

To neutralize the employee s issues a letter of apology should be sent to every employee. Promising that incidents like this are not what MTV is about and that a special comity is being formed to look over all aspects of business to assure that an incident of this nature never happens again. Also stating MTV is extremely sympathetic toward their employee s feelings. MTV understand why they are angered and offended, and are making counselors available for those who have any emotional problem du to this ordeal. Also along with the announcement I would advise a work place sensitivity seminar and campaign. During which outside people and firms trained in work place ethnicity sensitivity will conduct seminars, retreats, lectures, and counseling. All geared to making a better understanding of how MTV employees should respect and act with regard to coworkers ethnicity.

The last thing action taken to nullify the employee problem would be the introduction of the previously mentioned comity that will over look all aspects of MTV s business. This committee will assure that MTV s actions are not offensive to minority viewers or employees. The committee would also take over were the outside specialist left off. They will train new staff using what they have learned from the outside specialist. This committee would also Continue the seminars, and lectures to ensure the issue of work place sensitivity is not forgot or disregarded. After these steps are taken and run sufficiently. MTV will have their plan of action made public so that people and stockholders feel the situation has been nullified.

To renew interest in MTV stock and to assure stockholders that MTV is a company they should invest in. An advertisement campaign should established. This campaign would be directed at showing how well the stock has done in the past and should be directed at financial magazines, papers, and media outlets. I believe a video news release should also be distributed to and shown at the next stockholders meeting. Although the price of a video news release can be in the upwards of twenty thousand dollars. I would advice that it be used because of the potential money MTV stands to lose if shareholders do not become interested again in MTV stock. I d advise management should consider it an advertisement directed toward stockholders, analyst, and investors and would be a sound financial investment.

Last to accommodate the family the family that held the Barmitvah. I believe a cash settlement will be the only logical way to end this problem. This will keep MTV out of the spotlight and curb the cost that a long, and drown out legal battle will create. Along with the settlement a signed contract stating the family will not press any additional charges against MTV or the Tom Green show will be necessary and part of the agreement with the settlement.

In closing the most important things MTV can do to amend their problems. Would be to initially distance them selves from the actual problem. Second to use all forms of media accessible to show their plan of action and concern for this issue. Third to nullify the employees, by introducing prevention methods, counseling, and formally apologizing. Third to renew interest in the companies stock by showing video news releases and advertisements to stockholders and potential buyers assuring them the situation has been taken care of in a quick and professional manner, and will never happen again. Last to achieve a harmony with the family through a settlement in which both sides will come out happy and curtail any additional bad publicity.

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