The word count is equally split between each question (2600). You can just number each question with your answer but include only one
bibliography. Throughout all answers you expected to refer to you crisis communication case study (MILK CONTAMINATION). Reference to
theory and guest speakers is expected. ( I will upload the slides of both guest speakers) and the slides for the crisis.
Theoretical research on crisis management, reputation management and image restoration. I upload a similar paper done by a student who
have similar questions
1. Critically evaluate the effectiveness of your stakeholder groups’ management of the crisis simulation including both the milk crisis
and the internal crisis you faced. (THE Internal crisis was the quota of milk)
to Explain Q1 more its (How did you manage the crisis within your stakeholder group, what does the literature say about how you should
manage it and do you think you applied or stuck to these guidelines –
things we did we planned to assure the public that we are working with our suppliers and partners to investigate the milk contamination
and to know from where it came from As we are Dairy UK (Dairy UK is the trade association for the British dairy supply chain. It brings
together farmers, dairy co-operatives and manufacturers, bottle milk buyers and milkmen throughout the United Kingdom.) more info go to
https://www.dairyuk.org) we were giving statement to people to stop consumption of any milk. We also we are assuring them we have the best
standards moreover this incident is the first we have been managing the suppliers for years and we assure you that this would never happen
again as we going to assess the situation. support it with theories. The internal crisis was the milk quota were we sent out memo for our
stakeholder who are farmers and suppliers and assured them that we will try to find best solution for all and minimize the impact of it.
Please note, as this was a cobra crisis as it came fast and spread fast.
2. What communication strategies and tools and effective in managing a crisis situation? Reflect on your approach and comment specifically
on the communication you produced and their effectiveness. I will upload the steps we used for it.
3. Examine the role social media plays within a crisis situation.
4. Reflect on your approach to media relations and discuss how in a real crisis situation you could have improved your decision-making.
Media relations involves working with media for the purpose of informing the public of an organization’s mission, policies and practices
in a positive, consistent and credible manner. Typically, this means coordinating directly with the people responsible for producing the
news and features in the mass media. What we did is a statement to say sorry for the cause and for the people who were affected by the
milk contamination and told the truth about what is happening ans assured them that we have high standards and we value our customers and
we always work hard to make sure that everything is good. We also addressed al the questions by the press.
The other groups who are in this case study are:
These are the National Farmers Union, Asda, Muller Wiseman Dairies, Waitrose, and Farmers for Action.
Some resources not theoretical though.
Public Relations Review
Journal of Public Relations Research
Public Relations Quarterly
Journal of Communication Management
https://www.reputationinstitute.com/
https://www.instituteforpr.org/category/research/crisis-management (there are some good videos from Coombs on here particularly about how
theory informs practice in Crisis Comms)
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