An organization may be linked to a CEO, public figure, or celebrity brand endorser. When consumers hear about the individual, they automatically make a connection with the brand or organization and vice versa.

This is advantageous when the “face of the company” is viewed positively. But when controversy strikes, that association can have a detrimental effect on the company and send it into crisis management.

Select a spokesperson or leader of an organization that did or said something which reflected poorly on the entity. It may be a news story that you recall, or you may conduct internet searches for an incident.

The paper will begin with a 2- to 3-sentence introduction and end with a 2- to 3-sentence conclusion. The body of the submission will be 2 pages in length and cover:

• Incident background
• Implication for the controversial figure
• How the company reacted

After an initial internet search for a scenario, use articles primarily from the Trident Online Library’s full-text databases (such as Academic Search Complete, Business Source Complete, and/or ProQuest Central) to research the situation and write a 2½-page submission.

In academic writing it is necessary to use the third person vs. the first person. For more information, see Differences Between First and Third Person. This SLP will be written in the third person. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format.

Use the attached APA-formatted template (ETH501 SLP3) to create your submission.

Your submission will include:

• Trident University International’s cover page
• A 2½-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
• The reference list in APA format