Integrative Essay #5: Apply chapter concepts to your corporate scandal in a 5-page essay in the foll ...

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Integrative Essay #5: Apply chapter concepts to your corporate scandal in a 5-page essay in the following format: Step 1: Choose one of the following 2 cases: 1. Pepsi and Black Lives Matter https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html 2. Budweiser and Dylan Mulvaney https://www.nytimes.com/article/bud-light-boycott.html Step 2: Locate at least 3 additional sources (print and video) from reputable newspapers, business journals, and other sites. Step 3: In a 4-5 page response, answer the following: Paragraph 1: What was the controversy about? Paragraph 2: What was the impact of the incident on either Pepsi or Budweiser’s reputation? Paragraph 3: Did these controversies/incidents constitute a crisis as defined in Chapter 19?  Why or why not? Paragraph 4: Did Pepsi or Budweiser engage in effective crisis management?  Why or why not?  Paragraph 5: If you were the public relations manager at either Pepsi or Budweiser, how would you have recommended the company handle the controversy? Paragraph 6: What should the company do now to regain its customer’s trust? Why?