ALR704: Crisis Analysis - Strawberry Needle Crisis in Australia

This report provides a comprehensive analysis of the 2018 strawberry needle crisis in Australia, focusing on the government and retailer responses to the food tampering incident. The report begins with an introduction that defines the crisis type and provides background information, supported by academic literature. It then details the environmental scanning methodology used to collect data, including database searches (Newsbank), social media analysis, and website/resource examination. The results and analysis section presents a lifecycle diagram and a graph representing media visibility, along with a discussion of the crisis's evolution, stakeholder impact, and communication strategies. The report critically analyzes the organizational responses and identifies relevant policies. Finally, the report offers recommendations for improving crisis management and stakeholder relationships, drawing on academic literature to support its arguments. The report adheres to academic standards, including proper referencing and formatting.

Case analysis: Report format
The topic was selected is: Government and Retailers - strawberry needle crisis in
Australia 2018 (food tampering)
Please follow the instruction and marking criteria is attached below to complete
this assignmentCase Analysis = 3000 words equivalent (+/- 10 %)
Weight = 60%
Submission: Online via CloudDeakin
Please note: This is an individual assignment.
Prepare a report that analyses a crisis case from the list provided.
Select one crisis case from the list provided below:
Please note, the cases that have been selected have received substantial
media coverage and several options will be familiar as a result. Content
warning: key words have been placed next to cases.
Crisis organisation/individuals involved Main cris
Bauer Media and Rebel Wilson (defamation) 2017 – 18
Channel Nine - 60 minutes (child snatch/kidnapping) 2016
Facebook - Cambridge Analytica (data misuse) 2018
Johnson & Johnson - talc products (link to ovarian cancer) 2018
Government or Retailers - strawberry needle crisis (food tampering) 2018
Weinstein Company – Harvey Weinstein (sexual harassment & misconduct) 2017 – 19
You should prepare this assessment in report format. Below is a list of essential sections:
Title Page
Name the case you worked on plus include your name/student number.

This should be on a seperate page.
Table of Contents
Include numbered sections and page numbers.
This should be on a seperate page.
1. Introduction
Introduce your case by providing some background and determine the type of crisis they
experienced. Use academic literature to support the type of crisis.
2. Environmental scanning
Explain how you collected data for this report (your method). This section should be written so
that if someone wanted to replicate the way you collected your data, they could do so and find
similar results.
State your method
Once you have chosen your case, prepare a method that outlines how you will collect
information about the case. This must include the date range you will search, the key words you
will use, the database you will access, social media sources and additional websites/resources.
Your method then discusses how you will analyse your findings. You need to measure visibility
and valence and show your findings.
a) Database
Search Newsbank.
Newsbank is a database accessible from Deakin Library. Use the search tools to collect your data
set (media articles). This will help you prepare your lifecycle diagram and a separate graph to
show visibility. You can also use the articles to measure valence.
b) Social media sources
You may also use social media to measure valence. Identify social media sites that have
discussed the crisis. In a similar way you narrowed the date scope for media articles, analyse a
portion of social media posts.
c) Websites/resources
Do not be limited by Newsbank and social media sites. Use organisational websites, corporate
reports, opinion pieces and academic resources to add to your analysis. This information will be

helpful in determining how they responded, what policies they have in place (and what appears
to be absent/a missed opportunity).
3. Results and Analysis
Present your findings by providing a lifecyle diagram and graph representing visibility. In
addition, discuss how the crisis evolved, which stakeholders were impacted, how information
was communicated and critically analyse how the organisation responded.
 Present your results and analyse the case
 Analyse the case by identifying who the crisis impacted (the stakeholders).
 Describe the response(s) and use academic literature to analyse the timing and response
strategy (or strategies) used.
 Plot the timeline of events on a Lifecycle diagram.
 Create a graph identifying the number of media articles.
 Demonstrate a level of analysis of social media.
 Identify policies in place by the organisation that addresses factors such as corporate social
responsibility, codes of conduct etc...
 Discuss what they have done to rectify/rebuild since the crisis.
4. Recommendations
Based on your analysis, was the organisational response satisfactory, how could this be improved
and/or, how can the organisation move forward? What measures or strategies should they enact;
why?
Make recommendations
Make recommendations as to what your case organisation could do to repair their relationship
with stakeholders. This is an opportunity to demonstrate your problem-solving skills through a
creative idea that could have real-world application.
References
Provide an accurate reference list including a minimum of six (6) academic sources.
This task addresses the following Unit Learning Outcomes:
This task will provide you with the opportunity to read more widely about the
theories utilised in public relations practice with particular emphasis on those that
address issue and crisis management.
 You will develop an understanding of how crises develop and the reactions/responses adopted
by those involved.
 Through scanning articles surrounding your case, you will develop analytical skills through
environmental scanning.

 You will have some examples of best practice from Assessment 1, some of which may help you
formulate a problem solving strategy towards risk assessment and prevention.
 You will present your findings and recommendations through a formal report that conforms to
academic standards.
Resources to assist:
Please refer to the topic notes, FAQs and references provided throughout the trimester to guide
you. Within each section of your report, there is an opportunity to apply ALR704
literature/materials.
Formatting:
Criteria
Background research A crisis case has been selected from the list.
An appropriate method of information retrieval has been demonstrated.
An adequate range of existing sources/research/further readings have been utilised
 detailed background for the selected case subject to analyse
 data to analyse
Synthesis of information
&
analytical thinking
Demonstrated sound analytical skills in the presentation of results.
Evidence of a range of sources have been used for analysis.
A lifecycle diagram conveying key information and illustrating key stages unique
has been included.
Representation of media analysis has been included.
Appropriate information and literature have been applied to illustrate crisis stages
strategies.
Understanding and
application of relevant
literature & justified
recommendations
Demonstrates sound identification and understanding of crisis definitions and resp
Conveys an understanding of the impact the specific crisis has had on the case sub
stakeholders.
Creates suitable/relevant recommendations for the case subject and/or their stakeh
Applies and connects appropriate literature/sources to support and justify ideas.

A coherent argument is provided.
The minimum number of academic references are utilised.
Presentation, referencing,
clarity, grammar and
structure
Adequately followed the referencing and formatting guidelines.
The report is logical, consistent and follows the format described in the assignmen
 Demonstrates the use of word processing software, which meets formatting pre
instructions.
 Accurate spelling, grammar and punctuation.
 Remained within the word count.
 Writing demonstrates knowledge and understanding with a clear structure enha
expression.
 Accurate referencing.
Prepare your case analysis as a report. Your report is being prepared for academic purposes (an
academic audience) and will demonstrate your ability to use academic literature to support your
analysis. You are required to appropriately source and reference material used in the writing of
your report, according to academic standards.
 Report format
 Size 12 font
 1.5 spacing
 ‘Normal’ margins settings (2.54cm)
 Page numbers, student name and ID in footer
 Submit as a Word Document or PDF
 Grammar, Spell and Word count check
 Harvard-style referencing
Marking Criteria:
The following criteria and weightings will be applied to work that relates to the assignment
question:
Submission:
Your case analysis will be submitted via the 'Assessment' tab located at the top of the screen.
Once you successfully upload your submission, you should receive a confirmation email. Please
allow plenty of time before the submission time to troubleshoot.

Checking your work to avoid plagiarism and ensure you reference accurately
You can check your work using: Self-Check Your Work with Turnitin
Or
You should be able to see your originality score once you upload.
Please note, regardless of what colour or percentage your document shows via Turnitin when
you upload your work, you should be checking that all of your submitted work complies to
academic standards.
Please use the following links if you have any questions.
Deakin referencing link: https://www.deakin.edu.au/students/studying/study-support/referencing
Please remember to accurately cite all ideas you incorporate into your essay.
Academic Integrity link: http://www.deakin.edu.au/students/studying/academic-integrity
“Don't re-use any part of a previous assignment from a different unit (or even the same unit, if
you are repeating it) or any part of an assignment submitted to another institution without first
getting written permission from your Unit Chair. Depending on the task, the Unit Chair has the
right to permit or decline the request.”
This unit uses Harvard - style referencing.