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Communications Paper 2

1136 words - 5 pages

Catastrophe disasters will happen in the establishment of an organization and can immediately affect the corporate image, which can directly impact the financial stability of the organization. This crisis involves a recent explosion at one of the plants at the XYZ Corporation and will require the development of an external relations strategy in order to rebuild the corporate image of the organization. The goal of the XYZ Corporation will be to develop a communications and external relations strategy to explain the events that led up to the explosion at the plant and explains the steps that will be taken to fix the problem. The external relations strategy will coordinate the dissemination of ...view middle of the document...

Determining what positions XYZ will take about the explosion is essential to determining the communication approach.
In this case the XYZ Corporation will need to rebuild their reputation and customer loyalty after the explosion at the plant. A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention (Clawson, 2012). The first step is to develop a communication strategy that determines the key stakeholders by the type of information that needs to be communicated to them. The next step is determining what communication vehicles will be used to deploy the information to the various stakeholders. The different stakeholders include the employee, customers, and stockholders.
Next is developing the communication approach they will be used to relay the message. In order to repair the corporate image the XYZ Corporation must send the right message to the right stakeholders. This will involve first determining who the essential stakeholders are. In this case the message will need to assure stakeholders that the explosion will be properly investigated for the cause and steps will be taken to ensure that no further explosions occur. Regardless of which channel they use, brands must communicate quickly and effectively to stakeholders to limit the impact of the crisis.
The communication objectives of the external relations strategy will be to educate and influence the stakeholders, increase customer satisfaction, raise awareness, and develop and improve staff members. Educating and influencing stakeholders will require a strong communication plan that ensures the right message is sent. Educating stakeholders will include using media sources, such as the Internet, television, and radio, to make the public aware of the causes for the explosion and to inform them of the steps that will be taken to repair the problems. This will include maintaining awareness of the rights of the stakeholder, raise awareness of the obligations of the corporations, encourage good practices from staff, and take proactive steps to build confidence in the organization.
Stakeholders, such as employees and stockholders, will also need to be addressed personally to ensure that any potential fears or concerns can be addressed and any questions can be answered. This would include holding stockholder meetings where the events are discussed, the steps that will be taken to reduce the impact of the plant explosion, steps taken to prevent further explosions, and the steps that will be taken to repair the reputation of the...

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