CRISIS COMMUNICATION & MANAGEMENT
Final Project – Fall / 2023
The Final Project evaluation criteria is given below. The campaign details will be announced in class.
• Situation Analysis (20 points)
• Stakeholder Communication Plan (20 points)
• Crisis Response Strategy (20 points)
• Media Relations and Public Relations (10 points)
• Internal Communication (10 points)
• Evaluation (10 points)
• Corporate Voice of Tone & Teamworking Skills (10)
ASSIGNMENT
You have been assigned to Nestlé's Crisis Management Team. Your task is to simulate the management of a real brand crisis and develop a crisis management plan to mitigate the impact on the brand's reputation, customer trust, and overall business operations.
Scenario:
The Delhi government on June 3, 2015 decided to ban Swiss foods major Nestlé Maggi noodles from its stores after it found lead and monosodium glutamate in the eatable beyond the permissible limit. Nestlé is facing a significant crisis that has the potential to damage its reputation and market standing. The crisis involves a product quality issue that has resulted in safety concerns among consumers. The issue has gained widespread media attention, leading to negative public perception and a decline in sales. Your team needs to address the crisis promptly and effectively to restore confidence in the brand.
Project Components:
• Situation Analysis
Conduct a thorough analysis of the crisis. Identify the key stakeholders, assess the severity of the crisis, and evaluate the potential impact on the brand. Provide a detailed overview of the crisis, including its origins and the current situation.
• Stakeholder Communication Plan
Develop a communication plan for all relevant stakeholders, including customers, employees, investors, and the media. Outline key messages, communication channels, and a timeline for disseminating information. Consider how to address concerns, provide accurate information, and maintain transparency.
• Crisis Response Strategy
Formulate a crisis response strategy that includes both short-term and long-term actions. Address how the brand will handle the immediate fallout, rectify the product quality issue, and implement measures to prevent similar incidents in the future. Consider legal, ethical, and regulatory aspects in your strategy.
• Media Relations and Public Relations
Devise a media relations strategy to manage press inquiries, interviews, and press releases. Additionally, outline a public relations campaign to rebuild the brand's image and regain public trust. Include strategies for monitoring and addressing social media conversations.
• Employee Engagement and Internal Communication
Develop a plan for internal communication and employee engagement. Consider how to keep employees
informed, address their concerns, and ensure their commitment to the brand during and after the crisis. • Evaluation
Implement a system for monitoring the effectiveness of your crisis management plan. Identify key performance indicators (KPIs).
REQUIREMENTS
• Make your presentation as PPT. format.
• Use a professional tone and format suitable for a real-world crisis management plan.
• Include visual aids, such as organizational charts, timelines, and graphs, where
appropriate.
• Add your names and student numbers to your cover slides.
• Students have to create a group / project team (min 4 - max 6 team members). Students in
groups that fall outside of the given range will lose 20% of their scores. E-mails about this
subject will not be responded to.
• Submitting a paper beyond the due date and not submitting it at all will result in exam
failure.
Good Luck,
Paper Submission Deadline: The Final Exam Day (TBD)
İşin Yapılacağı Konum: ONLINE
Görevin Başlangıç Tarihi: 04-01-2024
Görevin Bitiş Tarihi: 10-01-2024
Kategori: Ders / Çeviri