In: Economics
Crisis Management Case Study – Stakeholder Assignment
Background:
You are a member of the Corporate Communications Department for
QuantaCare, a major pharmaceutical company. One of your company’s
most profitable products is a rescue inhaler called BreatheEZ. Your
product is used by asthmatics to treat their condition in the event
of a life-threatening asthma attack. This product is
well-established and has great brand recognition—the public can
easily identify your product’s logo and considers it to be a
trusted brand for their family.
Problem:
It’s 6:00 am on a Friday morning. Your CEO just called your boss
and said, “We have a crisis. Check the news and have your team meet
me in the War Room ASAP.” The Associated Press and Reuters are
running the headline, “Defective BreatheEZ asthma rescue inhaler
linked to hospitalization of 21-year-old male.”
Facts you’ve confirmed by 8:00 am:
21 year-old asthmatic male attempted to use his
BreatheEZ inhaler during an asthma attack. The product failed to
work. 911 was called and emergency personal were able to stabilize
the patient who is now in stable condition at a local
hospital.
The Chief Resident at the local hospital called your
customer complaint department late last night to report that the
patient’s BreatheEZ inhaler did not appear to have contained the
active ingredient.
The local news is picking up the story and will air it
shortly; news is already breaking on social media.
9:00 a.m.
Your team gathers in the War Room. Your CEO tells you
to develop crisis communications for all necessary stakeholders.
This needs to get out ASAP.
TASK 1: Spend the next 10 minutes listing who you feel are the
important stakeholders you need to reach out to.
TASK 2: Now that you’ve identified the people you need to contact, take some time to complete audience analysis for each stakeholder. Use the Audience Analysis Worksheet for this step.
TASK 3: After reviewing all important stakeholders, select ONE stakeholder that you would like to communicate to. Now that you know to whom you want to communicate and you’ve thought about their needs and how this news will affect them, determine what form of communication you are going to use to reach out to them.
Keep in mind the type of communication you are writing (internal email, external email, press release, letter, etc.). Format your document in the appropriate way.
Task 4: Make your final edits to your Stakeholder
Communications document and submit it on Canvas by the due date
assigned in class.
choose a stakeholder and write in first person what you would say to him due to the problem that is stated in the question which i posted
Task 1:- Stakeholders in the crisis to be communicated to are :-
Internal Stakeholders :-These are those which are from within the organisation Example employees, volunteers, members of the board of directors
External Stakeholders :-These are those which are from Outside the organization Example :-Public at Large, Government,Creditor , customer, Media , Distributor
Task 2: Audience Analysis Worksheet
The worksheet has to be Prepared for those analysing Stakeholders need and impact on organization who are audience and action from the organization For example : General Public , Media Press
Task 3:
We will communicate to Customers who are public at large, using the medicine from Pharmaceutical through the channel of the Press Release in media to make the wider reach of crisis management strategy.
Task 4:
Stakeholder communication Documents
This is being informed to Public at large, Our customers, Employees , and Distributors that Due to the 21 year Male hospitalized after having BreatheEZ inhaler we from Quantacare appeals to you all being stakeholders. Please not use the BreatheEZ inhaler for some time till we investigate how the defecting product reached the market. This should be the on first sight the malpractice of defaming corporation .
We have ordered our nationwide distributors to recall our BreatheEZ inhaler from stores back as we can't compromise with the public health and safety at any cost as it is our first objective rather than any economic burden on corporation due to recalling of product .
This is appealed not to use the above BreatheEZ inhaler till we investigate the case and reason how it was found and come back in the market after making secure the packaging of products more safe than before and after confirming the product is not defective, we soon going to launch the same product once we are assured it is defect-free .
The above press release be released .
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