Crisis Management
Crisis management is often said to be a public relations specialty area that is “90% prevention.” And while practitioners hope that crises are few and far between, it is essential to understand how to plan for and react to these events.
Imagine that your team is tasked with helping Amrita to navigate a crisis.
Four customers have become ill after ingesting an Amrita smoothie. A 34-year-old, Lily Howard, and a 37-year-old, Terrance Howard, were hospitalized and have recovered. A 28-year-old, Sara Miller, was hospitalized and is in critical condition at the local ICU. Sara’s five-year-old son, Devin Miller, was also hospitalized. After an initial investigation and information gathering session, it is discovered that some of the spinach used in the smoothies contained E. coli. Several other local restaurants are also dealing with this same crisis. A video on TikTok that shows employees at Amrita laughing and tossing food at one another, and then picking up the food off the floor and tossing it in a blender, has been making its rounds. The audience perception is that the illnesses were caused by poor hygiene practices and not the E.coli. You need to manage the crisis and work on image repair.
Your team releases an initial statement on their social media channels.
Now, it has been 48 hours since your initial statement and your team is ready to release a more in-depth statement via a press release.
You must also imagine three image repair tactics to help with long-term reputation management.
Using the feedback you have received from your first press release, and the knowledge you have of crisis management, write an initial statement, press release, and three image repair tactics with justification for your client, Amrita, helping them to navigate this crisis. Introduce the plan by letting the client know your findings and your plan to move forward. Consider the role that apologies do or do not play in this scenario and why you believe this. Use the attached documents to prepare the press release and the “Amrita Call Sheet” to identify an appropriate response team and spokesperson.
Sample Solution
To Amrita,
We have conducted an initial investigation and information gathering session that has uncovered that some of the spinach used in your smoothies contained E. coli. This bacteria is responsible for several customers becoming ill after ingesting an Amrita smoothie, including two hospitalizations and one being in critical condition at the local ICU. We have also learned about a video on TikTok that shows employees at Amrita laughing and tossing food at one another, further discrediting your business’s hygiene practices. Thus, our plan of action includes releasing a statement on our social media channels followed by a press release as well as three image repair tactics to help with long-term reputation management.
Initial Statement:
We understand the worry around the illness caused by eating our products so we want to take this opportunity to update you on what we are doing to address it. While it appears linked to poor hygiene practices at our store, we can assure you that safety is always first priority and promise to do better moving forward (ABC News). We will continue investigating this matter while also taking steps towards avoiding similar issues again in the future such as deepening employee training protocols (Smith 2020). Our thoughts go out to those affected by this incident during their time of recovery .
Press Release:
Amrita recently faced a crisis when four customers became ill after ingesting one of its smoothies which was later identified as containing E coli contamination from some of the spinach used within it’s product . In response , company has taken swift action investigate source infection & implement new safety measures prevent similar incidents occurring moving forward .
Additionally , company is fully committed providing quality customer service standards meet expectations public while adhering government regulations regarding food preparation serving processes . As added measure accountability transparency , outlines full timeline events surrounding incident explain why happened how been addressed since then .
Lastly , team sincere apologies anyone affected due illness made sure contribute financial support medical care necessary ensure individuals receive treatment needed speed up recovery process .
Image Repair Tactics: To help restore trust between ourselves and customers, three image repair tactics should be implemented for long-term reputation management.
1) Consistent Transparency – Communication about plans for prevention & improvement should be consistent & timely throughout entire duration crisis period via social media outlets communicate updates changes(Stone et al., 2018).
2) Rebuild Relationships – Utilizing direct contact through email or phone calls with key stakeholders build back relationships damaged due misinformation or misunderstanding associated with crisis situation (Coombs et al., 2009).
3) Employee Education/Training – Develop additional trainings/workshops focus increasing awareness importance following safety protocols decreasing risk making same mistake twice (Boynton& Zalewski 2019).
By implementing these tactics during times like these, companies can gain back trusting relationships with both current & potential customers alike showing willingness reform when needed most importantly value health well being above all else.
