Part A: Due tomorrow, 08/23/23 by 7pmest

USING SOCIAL MEDIA EFFECTIVELY

How an organization deals with social media during a time of crisis can make or break the effectiveness of its overall crisis response strategy. Within minutes, something can occur and be broadcast to the world. And once something is online and has passed through the current-event environment of social media, it is possible and likely that it will be there permanently. In this Discussion, you will have the opportunity to reflect on an organization’s social media approach to a crisis or problem and highlight best practices demonstrated by this response.

To prepare for this Discussion:

Consider an organization (not an individual) whose social media approach and presence during a crisis or difficult time was, in your opinion, handled well. 

Post an analysis of the effects of an organization’s social media approach in communicating through a crisis. In your analysis, do the following:

Briefly describe the organization and the crisis or problem it faced.

Analyze at least three specific ways in which this organization’s social media handling of this problem was, in your opinion, effective.

Illustrate at least two ways in which this organization’s approach demonstrated effective strategies outlined in this week’s Learning Resources.

• RESPOND TO:

ELM – Starbucks faced a crisis in April 2018 when an incident occurred at one of its stores in Philadelphia. Two black men were arrested while waiting for a friend, sparking accusations of racial profiling and leading to widespread public backlash.

Three ways, in my opinion, that Starbucks handled its social media issue were:

1. Starbucks swiftly responded to the incident by acknowledging it on its social media platforms. They posted a public apology, taking responsibility for the situation and expressing their commitment to rectifying it. This immediate response demonstrated their willingness to address the problem and empathize with those affected. “Leaders need to be decisive and take action. They can’t wait for the perfect solution. They need to make the best decision they can with the information they have” (TED, 2020).

• 2. They announced plans to close stores for a day of racial bias training and shared this information across social media platforms. By openly communicating their actions to address the problem, Starbucks showed accountability and a commitment to change.
• 3. They encouraged customers to share their thoughts, concerns, and suggestions regarding the incident and its aftermath. This engagement showed Starbucks that they actively listened to their customers and considered their input in the resolution process.
• Two ways that showed Starbuck’s effective strategies were:

1. The best way to communicate uncertainty is to be truthful and open. People will appreciate your honesty, even if the news is terrible. (Emerald Works Limited, n.d.). Starbucks didn’t just rely on statements and apologies; they took concrete actions to address the problem. Closing stores for a day of training and implementing new policies to prevent bias incidents demonstrated their commitment to meaningful change.

2. Starbucks’ values of diversity and inclusion were already evident in its brand messaging. This prior emphasis on social issues meant that their crisis response aligned with their core values, making it more genuine and credible. “Don’t let a crisis define you. Use it as a chance to emerge stronger and more resilient than ever before” (Hutson & Johnson, 2016).

NP – The organization I selected is an online messaging application system. They experienced a major outage that left many users unable to access the platform. After the issue was identified, the organization made a list to implement a plan as well as provided regular updates to users via their status page about every half hour. They involved all employees on every level with regular updates and meetings. Furthermore, they took to social media to issue a sincere apology to those impacted by the outage. This opened up many positive responses, and praise for the organization’s approach even though the outage affected precious working time. This approach is a reminder the importance of being transparent, honest, and as accessible as possible.

First, the organization did something. They made a list of immediate actions and did them one at a time. In Carter (2019), it discusses that when a crisis hits, teams will be anxious and eager to act. Keeping them waiting for your instructions can cause demoralization, rumor-spreading, and ill-considered actions that may make a bad situation worse. Give them something to do that will prove useful regardless of how the crisis unfolds. This will reinforce their sense of purpose and confidence in your leadership and provide them with something concrete they can share with others inquiring about the crisis. Next, they took full responsibility, privately and publicly. As the organization’s leader, you’re responsible for whatever caused the crisis to happen. Finally, the crisis was used as an opportunity for reform. Situations of dramatic failure can open up opportunities for change. In the end, relationships were strengthened.

One way the organization demonstrated effective strategies outlined in the learning resources was the engagement of employees at all levels. According the Emerald Works Limited (n.d.), there can be a tendency for communication to be “handed down from on high” as the leaders of a company set targets and disseminate information about organizational performance. However, it is vital that people at all levels embrace uncertainty equally. There were meetings on a regular basis that was either in person or via teams/zoom. This gave people an opportunity to ask questions, clarify their understanding, and provide immediate reactions and feedback. Another way the organization demonstrated effective strategies was the display of empathy. The organization really tried to see the situation from the audience’s point of view. The message was delivered with the same sensitivity others would appreciate if you were in that position. Using humble, personal language and acknowledging the emotional elements involved in the situation was very effective (Emerald Works Limited, n.d.).

PART B: DUE 08/25/2023

COMMUNICATING IN A CRISIS: PART 2

Note: In Week 7, you submitted Part 1 of the Module 3 Assignment. You will complete and submit Part 2 this week.

As a reminder, you will continue to act as a member of the executive team for a global nonprofit aimed at improving health and reducing child mortality rates in the developing world. Funding for the organization comes primarily from private donors (mainly in the U.S. and Canada) and through foundation grants. You have just learned that a shipment of straw-type personal water filters provided (but not manufactured by) your organization have been found to be defective. These filters are widely distributed by your organization in areas with contaminated water supplies and have proven highly effective at reducing instances of water-borne infections caused by bacteria and parasites. However, reports are coming in of increased illness rates from contaminated water in the areas where this shipment was distributed.

You have been asked, as a member of a quickly convened crisis response team, to outline a crisis communication response plan for the organization with an accompanying rationale (with appropriate academic and professional sources to support your report) that will be reviewed by the CEO, Mary Stevenson. Your communications report should be 7–9 pages in total (4–5 pages for Part 1 and 3–4 pages for Part 2), not including title page, references page, and appendix (with your completed Stakeholder Worksheet).

WEEKLY RESOURCES

To prepare for this Assignment:

Return to your Module 3 Assignment Template to complete Part 2 of your communications report. 

Submit Part 2 of your communications report in which you address the following in 3–4 pages (excluding references):

PART 2: STAKEHOLDER CONSIDERATIONS

Apply best practices for addressing stakeholder communications in this crisis situation.

Use the Stakeholder Worksheet Template as the basis for this section. For each category of stakeholders, explain how you have applied communication best practices, being sure to include appropriate academic and professional references for each best practice you identify. (approximately 1 paragraph for each category)

Refer to the Week 8 Assignment Rubric for specific grading elements and criteria. Your Instructor will use this grading rubric to assess your work.

Resources:

Crisis Communications: Overview and Management 

Think of the last time an organization you are familiar with went through a crisis. How well did you think the situation was handled? Did the organization respond promptly with a clear message, or was the response delayed and incoherent? If your opinion of the organization changed, do you feel that change was based more on the situation that occurred or the organization’s response to that situation? Through these resources, you will examine what a communications crisis is and what its potential impact on organizations can be.

BetterStudy Swiss Online Education. (2020, December 23). Crisis communication: The four stages of a crisisLinks to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 5 minutes.

Carter, A. (2019, July 29). Managing high-stakes situations: 5 lessons from the Pentagon. Harvard Business Review Digital Articles, 2–5. http://hbr.org

Time Estimate: 6 minutes

Skillsoft YouTube. (2020, March 13). Crisis management principlesLinks to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 4 minutes.

TED. (2020, November 2). How to lead in a crisisLinks to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 4 minutes.

Strategies for Crisis Communications 

In a crisis situation, the pressure to “get it right” is greater than ever. If handled poorly, an organization could lose customers, funding, or support. A CEO or board member may need to step down. A department head, individual employee, or unfortunate scapegoat may get fired. Although a crisis may be difficult to go through, if handled properly, a company can return to normal or even experience growth. By having a strong understanding of how to communicate well through a crisis, you can help provide a lifeline to your organization and work to make things right. Using these resources, you will explore methods for communicating during crises.

Claeys, A. S. (2017). Better safe than sorry: Why organizations in crisis should never hesitate to steal thunderLinks to an external site.. Business Horizons, 60(3), 305–311. https://doi.org/10.1016/j.bushor.2017.01.003

CrisisPRGuys. (2021, May 4). 5 tips for cracking the crisis communications codeLinks to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 5 minutes.

Emerald Works Limited. (n.d.). Communicating in a crisis: Don’t shut down communication Download Communicating in a crisis: Don’t shut down communication. MindTools. https://www.mindtools.com/community/pages/article/…
Mindtools.com. Communicating in a Crisis: Don’t Shut Down Communication. Management Training and Leadership Training-Online. https://www.mindtools.com/community/pages/article/newLDR_77.php. Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021.

Time Estimate: 5 minutes

Emerald Works Limited. (n.d.). Delivering bad news: Communicating well under pressure Download Delivering bad news: Communicating well under pressure. MindTools. https://www.mindtools.com/community/pages/article/…
Mindtools.com. Delivering Bad News: Communicating Well Under Pressure. Management Training and Leadership Training-Online. https://www.mindtools.com/community/pages/article/bad-news.php. Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021.

Time Estimate: 5 minutes

Emerald Works Limited. (n.d.). How to communicate organizational uncertainty: Sending the right message in times of stress Download How to communicate organizational uncertainty: Sending the right message in times of stress. MindTools. https://www.mindtools.com/community/pages/article/…
Mindtools.com. How to Communicate Organizational Uncertainty: Sending the Right Message in Times of Stress. Management Training and Leadership Training-Online. https://www.mindtools.com/community/pages/article/communicating-in-uncertain-times.php. Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021.

Time Estimate: 7 minutes

Goldsmith, M. (2019, February 25). How to communicate in times of crisisLinks to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 3 minutes.

Hutson, H., & Johnson, M. (2016, May 2). To recover from a crisis, retell your company’s story. Harvard Business Review Digital Articles, 2–4. http://hbr.org

Time Estimate: 4 minutes

Managing Social Media During a Crisis 

In the age of social media, a single mishap can spread a negative reaction to the entire world within a few minutes. Although a company cannot prevent these viral events from occurring, it can take steps to handle situations properly. By having specific plans for social media, companies can better navigate these situations, creating opportunities to change a negative experience into one in which the company can build trust and rapport with its customers and community. Through these resources, you will explore social media strategies to address a crisis.

Emerald Works Limited. (n.d.). How to handle social media criticism: Protecting your reputation and strengthening customer loyalty Download How to handle social media criticism: Protecting your reputation and strengthening customer loyalty. MindTools. https://www.mindtools.com/community/pages/article/…
Mindtools.com. How to Handle Social Media Criticism: Protecting Your Reputation and Strengthening Customer Loyalty. Management Training and Leadership Training-Online. https://www.mindtools.com/community/pages/article/social-media-criticism.php. Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021.

Time Estimate: 5 minutes

Grégoire, Y., Salle, A., & Tripp, T. M. (2015). Managing social media crises with your customers: The good, the bad, and the uglyLinks to an external site.. Business Horizons, 58(2), 173–182. https://doi.org/10.1016/j.bushor.2014.11.001

Time Estimate: 38 minutes

Sang Yeal, L.  (2020). Stealing thunder as a crisis communication strategy in the digital age.Links to an external site. Business Horizons, 63(6), 801–810. https://doi.org/10.1016/j.bushor.2020.07.006

Time Estimate: 24 minutes

TheBraudCast. (2019, Sep 16). Is social media good for crisis communications?Links to an external site. [Video]. YouTube.

Note: The approximate length of this media piece is 6 minutes.