Analyze how this case study is an example of controlling the communication agenda early in a crisis.

Controlling the Communication Agenda

In early September 2011, JC Penney offered a back-to-school T-shirt for teenage girls that read: “I’m too pretty to do homework, so my brother has to do it for me.”

A young woman named Lauren Todd saw a picture of the T-shirt on Facebook and created a Change.org petition, asking people to post directly to JC Penney’s Facebook page to discontinue the shirt.

Within a day, 1,600 people had signed the petition, and by the end of the day, JC Penney pulled the shirt from stores and apologized.

See the CBS News report of the JC Penney T-shirt incident.

Analyze how this case study is an example of controlling the communication agenda early in a crisis. Do not simply retell the story.  Your paper must be written as an analysis.  Be sure to include terms and concepts from our text, and cite these both in-text and as a final reference.  You must build on to this analysis by including your interpretation of how the Golden Hour of Crisis Response applies to this situation.

Social-Media-and-the-Golden-Hour-of-Crisis-Response

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