Laboratorio crisis Communication, Slide di Laboratorio di Progettazione

Scarica Laboratorio crisis Communication e più Slide in PDF di Laboratorio di Progettazione solo su Docsity!

In order to protect the company’s image through the media and the public opinion, a yearly revision of the plan is necessary. Indeed, there are several factors that may influence the company’s performance, such as the trend of financial markets or more internal questions like productivity issues. After the Covid-19 pandemic the plan was updated and modified and allowed the CCT to create a new strategy for future health crisis.

Plan Revision Date Name of reviser Approved by Notes

10th March 2020 Sam McDavid John James Covid- 19 Emergency 18th May 2021 Sam McDavid John James Salmonella Cases 21st January 2022 Sam McDavid John James Post Covid- 19 Economy 15th August 2022 Sam McDavid John James Ethylene Oxide contamination

Crisis Communication Team

CEO John James Head of Chemical Department Susan Smith PR Manager Jessica Jones Social Media Manager Jake Stone Media Spokespers. Richard Gale Head of Legal team Sarah Linetti CCT leader Sam McDavid Crisis detection Responsible Effective social media response Responsible Press release Responsible Consulted Approval of press release for print publications Accountable Responsible Social media monitoring Consulted Responsible Chemical investigation in other batches Responsible Crisis management and crisis communication plan for the future Responsible

Assessment of the Communication Crisis level

Level Communication characteristics Highly intense Intense ● Crisis causes growing attention from local and regional media ● Media contacts non-CCT staff for information about the crisis ● In addition to the media, stakeholders and community partners are present at site ● Affected and potentially affected parties threaten to talk to the media Moderately intense Minimal intense

• Message Management
• Communication Logistics Messages Delivery modalities “Today 14th August 2022 we have been informed that a batch of our packaged ice creams on the market contained traces of Ethylene Oxide, a chemical banned in EU”
• Local and regional news
• Business’ social media
• Press Conference
• Direct communication with stakeholders and partners “Despite the presence of this illegal chemical component, cases of heavy intoxication have not been registered since Ethylene Oxide is extremely dangerous only when the assumption is repeated overtime”
• Local institutions
• Local and regional news
• Direct communication with schools and families
• Business’ social media
• Press Conference “After the verification of the excessive amount of Ethylene Oxide in the batch n.538455, our chemical department has immediately started to investigate all the other batches in order to exclude further contaminations”
• Press Conference
• Business’ social media “We are deeply sorry for the inconvenience and we take full responsibility for what happened. We are committed to increase the quality control of our products in the future and we are willing to assume the full costs of further medical investigations if needed”
• Press Conference
• Direct communication with families involved

Main on-site contact head of chemical department

Location for

communications

operation center

Public relations office

Site for the media In front of the company’s branch in Milan, Italy

Place for VIP visitors Conference room inside the company’s building

Crisis coverage

Due to the unpredictability of global events, organizations must be able to cope with the possibility

of drastic changes in the way they conduct business.

Crisis management often requires decisions to be made within a short time frame, and often after

an event has already taken place. In order to reduce uncertainty in the event of a crisis,

organizations often create a crisis management plan.

In order to avoid being caught unprepared by a problem that suddenly occurs, it is imperative that

all workers in the company are prepared for any type of emergency. To do this, it is important that

everyone is trained in the various protocols to be followed.

Such a crisis certainly affects various sectors of the company. First, the company's fame: as a well-

known company within the Italian, but also international, scene, it certainly affects its general

image towards the public, who may no longer trust the products. Crisis coverage insures a company

against potentially harmful reputational damage.

Furthermore, another sector that is certainly affected is the economy: it is clear that after a crisis

of this level, there has been a drastic drop in sales of any product.

Stakeholder issues

Primary stakeholders : are those who directly benefit from the final product of the company.

Regarding our company, we identify primary stakeholders as end-users. End-users are the people

on whom the consequences of product recalls fall, in this case children, who have experienced

health problems.

Secondary stakeholders : have an amount of interest over a business. They may take interest in an

organization's public relations efforts and community outreach rather than the daily operations of

the business.

With regard to our company, are the customers, who have direct responsibility towards the end-

user. As the customer is the distributor of the product, it is also his responsibility to complete the

quality control.

Key stakeholders : are the most crucial actors in a company. They are highly interested in a

particular company's success, as they are most affected by its business. Likewise, a business's

success and growth often depend upon its key stakeholders.

A company's operations and victories can affect its employees' salaries, job stability, financial

security and more. An employee is a key stakeholder when their company can greatly affect them

and when they can greatly affect the company.

Investors are often key stakeholders because their personal or company finances directly relate to

business' success.

As concerns our company, we consider employees and investors as key stakeholders, at the same

level.

Stakeholders interests

• Health and safety of the end-user
• Ethical and reputational image of the company
• Economic concern
• Legal steps against the company

Communication with the outside

Before During After Social Updated every two days Updated three times daily Updates everyday Web Updated once a week Updated every three days Updates twice a week Media Updated everyday Updated daily Updates everyday Stakeholders Updated every three days Updated every two days Updates every two days Subject Matter Experts Updated every three weeks Updated weekly Updates weekly

Conclusions

During a crisis it is vital to acknowledge the importance of communicating information about what

happened and what the company is doing in order to face the crisis. Moreover, the Crisis

Communication Team must consider, in the plan, different communication strategies for different

interlocutors.

In order to hold an efficient communication with the public and the stakeholders, the choice of the

most suitable media is essential to overcome the crisis successfully. The company should follow

some criteria in media selection such as target audience and means of communication.

It is essential to have a clear communication plan before the crisis occurs. A functioning plan is a

direct consequence of a good collaboration among the members of the Crisis Communication

Team.

In order for the plan to be successful, it is necessary for the company to communicate to its

employees the importance of prevention of every event that could lead to a crisis and give them

the tools to acquire problem-skills and adaptation skills.

The planning of a good communication strategy is a fundamental step that the Crisis

Communication Team has to develop, in order to safeguard the company’s public image.

• Eleonora Grossi FSP
• Roberta Larotonda FSP
• Claudia Jodie Lavazza FSP
• Alessia Sereni FSP