Provide a 7 pages analysis while answering the following question: Crisis Communications Strategy Analysis. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. When the pressure to present timely and accurate information is high, the tendencies to guard information, reassure the public, and deny responsibility often increases.
Analysts describe a crisis as a fluid and unstable condition that leads an organization into disrepute and threatens its future survival and growth. A crisis has many variable effects on a corporation that ranges from a drastic fall in the price of the shares of the company to loss of potential customers towards competitors for a safer and better product or service2. At times of crisis, a company’s greatest fear is the erosion of reputation. Several consumable product crises affected the reputation of this company over some years. They include Schwan’s ice cram salmonella that broke out in 1994 and most recently, 2007. McDonald’s’ depends much on milk products. There were major product recalls that occurred in 2008. One concerned the global recall of the Chinese milk products health officers established that 10 percent of the milk from the two largest dairy manufacturers in the country contained up to 8.4 milligrams of melamine per kilogram. The most devastating challenge posed for this company is the ongoing television advert that is showing the company’s unhealthy products. The firm’s reputation dissipated when it first showed on UK televisions as well as social networks. This event cost company a lot of money due to fallen sales everywhere.
Documented evidence reveals that the media has an increasing appetite for food safety disasters. In the case of a food crisis or scare, fast food companies often blame the media for exaggerating the matter by taking it out of context or worse still, distorting the facts. With this respect, it is vital for a corporation to develop a sound rapport with the media whose purpose is to use the media as a positive communication instrument for reducing consumer anxiety and a firm’s potential reputational damage from negative media scrutiny at times of crisis.