Critical Juncture 3: Crisis Communications
Your team must wait until there’s at least 5mins left before confirming its decision.
*** US Co-Chair Patricia Silva enters the room ***
As the tension in the room thickens, the door bursts open with Patricia Silva, your American Co-Chair, entering the room with a storm of frustration etched all over her face.
She paces back and forth, clearly furious and stressed by the unfolding developments of the oil spill and the growing media attention.
With a stern tone, she expresses her discontent, “I can’t believe this is happening! The last thing we need right now is a public relations nightmare. I understand there will be media interest, but I want to make this clear: I do not want us engaging with the media until we have all the facts on the table. We cannot afford to make any missteps.”
Her displeasure with your team’s performance is palpable as she exits the room.
Context
In the wake of the oil spill incident, your team finds itself grappling with a rapidly evolving crisis. The initial assessment of the spill remains shrouded in uncertainty, exacerbated by the tumultuous weather conditions that have hindered accurate data collection.
As the storm rages on, operations and security teams are working tirelessly to ensure 100% containment of the spill, mitigate its environmental impact, and understand this new threat.
As you bear down to continue this work, one of your administrative assistants looks down at his phone, and notices a social media post on X, formerly known as Twitter. It appears news about the oil spill and association with your operations at Amazonia is going viral, and it’s clear you’ll need to respond.
Task
Select the best way to manage this emerging public relations crisis.
Options
Discuss and fully consider the options below with your team members.
Organize a formal gathering where company representatives invite the media to provide information about the oil spill incident and the company’s response, and to answer questions.
Issue a carefully crafted written statement that outlines the company’s response to the oil spill and its commitment to addressing the situation.
Schedule an interview with Ana Pereira, your contact from ABC, to discuss the oil spill incident, its impacts, and the company’s actions.
Schedule an interview with a journalist from Brazil (new contact) to discuss the oil spill incident, its impacts, and the company’s actions.
Delay communication with the media and public until a thorough investigation has been conducted and all of the relevant information is verified.
Apply a strategy of openly and continuously sharing updates and information with the media and the public about the oil spill incident, response efforts, and future plans.
Decision
After carefully assessing all of the options above, choose the best option (select below) best way to manage this emerging public relations crisis.
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