Background
An integration experience that demonstrates ability to comprehend the learning outcomes, to apply and transfer their growing knowledge in the areas of crisis and risk analysis, and to guide organizational executives in process steps to mediate the situation. The document is designed as a partial replication of a real-world crisis communications plan that would instruct the crisis team in recovery steps.
A crisis plan is an action document and presented in sections and instructional bullet lists. It is not developed as a typical academic paper, as it is closer to an operational guide.
Company overview. Select a public company that is supported with a sophisticated web site that provides insight into the organizationâs history, product, services, vision, mission and geographic areas in which it operates. Use in-text citations to credit the source materials that are consulted.
Identify and explain a list of 5 to 7 vulnerabilities that may develop into a full crisis scenario impacting the selected organization. Rank the potential issues in order of likelihood of occurrence. Provide limited descriptions of each vulnerability, and insight into why it poses a notable risk.
Select one potential crisis area to examine in greater detail. For example: an active shooter in a high school, a fire in an industrial complex or a major environmental event (seasonal wildfire). Provide insight into the event and its complexity. Strive to utilize key terms, concepts and conclusions from throughout the course experience and materials.
List and discuss the top five stakeholders who would be impacted by the crisis event. Break out the stakeholders by category (internal audiences or external publics) and list in order of importance. Briefly explain what the stakeholders would hope to know about the event and its impact.
Identify the proposed members of the Crisis Management Team (CMT). These individuals should have the experience and authority to implement their section of a larger Crisis Communications Plan. The Team may include departments such as Facilities, Security, Human Resources and Information Technology.
State the key communicators who will lead the process. Outline some primary responsibilities.
Determine how employees would receive word of the crisis. State which communications channels would be deployed (e.g., an internal phone tree, e-mail, texts on company phones or area meetings).
Conduct research into the community in which the company conducts business. Note the various traditional media outlets (print, television and radio) that would need to be notified if a crisis were to occur. Project key messages that would be positioned and the media relations tools that would be produced, such as press releases, fact sheets or talking points to guide the assigned spokesperson.
Forecast what social media platforms might be used to accentuate the messaging process.
Forecast three primary messages that would notify stakeholders of the development and provide foundational information about the crisis.
Outline key crisis management procedures. Associate action steps/accountability to the responsible departments or individual Crisis Management Team members.
Extend best practice recommendations that could be used for future crisis drills and other training.
Give appropriate credit to all sources consulted for this activity. Include in-text citations, where warranted.
Sample Answer
Crisis Communication Plan: Starbucks Corporation
Company Overview:
Starbucks Corporation is a global roaster, marketer, and retailer of specialty coffee. Founded in 1971, Starbucks has grown to become a ubiquitous presence, offering a wide range of coffee, tea, and other beverages, along with food items and merchandise. They operate in numerous countries across the globe, serving millions of customers daily. Starbucks emphasizes its commitment to ethical sourcing, community involvement, and creating a “third place” experience for its customers (Starbucks Coffee Company, 2023).
Potential Crisis Vulnerabilities (Ranked by Likelihood):
Full Answer Section
- Reputational Damage (Product/Service Issue): A negative customer experience related to product quality, service, or store cleanliness could quickly escalate online, damaging Starbucks’ reputation.
- Cybersecurity Breach: A data breach compromising customer information or payment details could lead to significant financial and reputational harm.
- Supply Chain Disruption: Issues with coffee bean sourcing, ingredient availability, or logistical challenges could disrupt operations and impact product availability.
- Social/Political Controversy: Starbucks’ involvement in social or political issues could attract criticism and boycotts, particularly given its large and diverse customer base.
- Workplace Incident: An accident or safety issue at a store or roasting facility could result in injuries or fatalities, impacting employees and public trust.
- Natural Disaster: Earthquakes, hurricanes, or other natural disasters could disrupt operations in specific regions, affecting stores and supply chains.
- Active Shooter/Security Threat: While less likely, an active shooter or other security threat at a Starbucks location is a severe risk that requires careful planning.
Detailed Crisis Scenario: Reputational Damage (Contaminated Product)
A customer in a major metropolitan area reports experiencing severe illness after consuming a specific beverage at a Starbucks location. Subsequent testing reveals the presence of a contaminant in a batch of a specific ingredient (e.g., a flavoring syrup). This information quickly spreads on social media, with other customers reporting similar experiences. Local news outlets pick up the story, and the narrative escalates, raising concerns about product safety and Starbucks’ commitment to customer well-being.
Impacted Stakeholders (Ranked by Importance):
-
Internal:
- Employees: Store employees, regional managers, and corporate staff need clear communication and guidance to address customer concerns and maintain operational stability.
- Crisis Management Team (CMT): The CMT needs to be prepared to make quick decisions and implement the crisis plan effectively.
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External:
- Customers: Customer safety and trust are paramount. They need to be informed about the situation, reassured about Starbucks’ commitment to quality, and offered appropriate remedies.
- Local Community: The community where the affected store(s) are located needs to be informed and reassured.
- Media: Traditional and social media outlets will report on the crisis, requiring proactive and transparent communication.
- Suppliers: The supplier of the contaminated ingredient needs to be contacted and involved in the investigation.
- Investors: Investors need to be informed about the situation and its potential financial impact.
Crisis Management Team (CMT):
- CEO
- Chief Operating Officer
- VP of Communications
- VP of Supply Chain
- Legal Counsel
- Director of Risk Management
- Regional Manager (Affected Area)
Key Communicators:
- VP of Communications: Leads the communication strategy, oversees media relations, and ensures consistent messaging.
- CEO: Provides public statements and demonstrates leadership during the crisis.
Employee Communication:
Employees will be notified through a combination of:
- Immediate text alerts to store managers and regional supervisors.
- A dedicated internal communication platform/app with updates and talking points.
- Mandatory store meetings to brief staff and address questions.
Community and Media Outreach:
- Traditional Media: Local print, television, and radio outlets will be contacted via press release and media advisory. Key messages will focus on product recall (if necessary), investigation details, and Starbucks’ commitment to customer safety. A media kit with fact sheets and spokesperson biographies will be prepared.
- Social Media: Starbucks’ official social media channels (Twitter, Facebook, Instagram) will be used to disseminate information, address customer concerns, and counter misinformation. Social media monitoring will be crucial to track conversations and identify emerging issues.
Key Messages:
- “We are aware of the situation and are taking immediate steps to investigate the reported illnesses. Customer safety is our top priority.”
- “We are working closely with health authorities and the supplier to determine the source of the contamination and ensure that all affected products are removed from our stores.”
- “We are committed to transparency and will provide regular updates as we learn more. We deeply regret any concern or inconvenience this may cause.”
Crisis Management Procedures:
- Immediate Actions: Isolate affected product, halt sales, notify relevant authorities (Health Department), activate CMT. (Supply Chain, Operations)
- Investigation: Conduct thorough investigation, including product testing and supplier communication. (Supply Chain, Legal)
- Communication: Issue press releases, update social media, inform employees. (Communications)
- Customer Support: Establish a dedicated hotline for customer inquiries and complaints. (Customer Service)
- Recall (if necessary): Implement product recall procedures in coordination with regulatory agencies. (Supply Chain, Legal)
- Damage Control: Address reputational damage through proactive communication and community engagement. (Communications, Public Relations)
Future Crisis Drills and Training:
- Regular crisis simulation exercises involving various scenarios.
- Training for all employees on crisis communication protocols.
- Review and update of the crisis communication plan annually.
- Post-crisis analysis to identify areas for improvement.
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