Words (Stick to 2000 is fine)
For the Critical Analysis, your task is to analyse ONE case study. A selection of three possible case studies to choose from will be posted on Moodle approximately two weeks before the assessment deadline. This is intended to provide some semblance of the time pressure, spontaneity, and lack of foresight that properly characterise crises and issues. These case studies will be drawn from actual events, and will have occurred within the past two years. Case studies will be discussed in lectures throughout the semester.
A suggested format is as follows:
1. Introduction. What’s the case study, and why is it relevant for issues/crisis communications? How are you tackling the topic (what is your methodology)? Do you have one or two effective research questions or hypotheses to apply? Is there a specific theoretical foundation (such as framing theory, IRT, SCCT, etc.) that you will use?
2. Overview. What are the key contexts? What are the most important developments? Which are the key aspects of the issues/crisis? Why?
3. Analysis/recommendations. What are the key mistakes and/or key successes with regards to communications strategy? Why? What would you recommend? What are your insights? How can you support your points with relevant facts, data, and/or theoretical frameworks?
4. Conclusion. What are the key takeaways?
For the Critical Analysis, you will be required to adhere to proper academic conventions. You are expected to draw on the relevant readings and course materials. Use of external readings and sources as supplementary material will be of benefit.
Assessment Criteria (Critical Analysis):
Ability to develop a clearly argued, well-researched, and conceptually solid case study.
Ability to show a strong understanding of relevant principles and theoretical frameworks
behind issues/crisis communication.
Ability to provide meaningful and properly supported analysis and/or recommendations.
Fluent and coherent written expression.
Accurate and properly presented referencing.
Professional visual presentation and formatting.
Case Study A
Rio Tinto’s Jukaan Gorge destruction
In May 2020, Anglo-Australian mining giant, Rio Tinto destroyed an Aboriginal site at Juukan Gorge in the Pilbara region, where evidence of human habitation dates back 46,000 years — the only inland site in Australia showing human occupation continuing through the last Ice Age.
A public and investor backlash led to the resignation of then-chief executive Jean-Sebastien Jacques and two deputies. Chairman, Simon Thompson announced that he would step down after the 2021 annual general meeting, following a parliamentary inquiry. The bipartisan report – ‘Never Again’ – called the organisation’s actions “inexcusable” and urged the Western Australian government to put a stop to the destruction of heritage until new laws were passed.
Assess the timing and context of the incident in May, and analyse the Rio Tinto statement found here: https://www.riotinto.com/en/news/releases/2020/Statement-on-Juukan-Gorge- in terms of its appropriateness as a strategic response. Lastly, develop a set of considered recommendations to best rebuild the Rio Tinto reputation.
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