Crisis Communication Plan

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Crisis Communication Plan

FOR STARBUCKS

Submitted By: Janset Batıbay
Submitted To: Joe Goldiamond
Date: 15.Nov.2011
In today’s skeptical world, where critics, media and public are cynical about companies, their operations and how authentic they are in being socially responsible, it is almost impossible for organizations to create a 100% good image. In more than half of all the television programs, it is easy to come across with negative portraits of business people. This reality has confirmed the importance of effective communications in the company in every situation it may encounter throughout its existence: non-crisis, pre-crisis and crisis situations. Effective communications during crisis situations require more delicacy in handling problems and delivering key messages. Therefore, companies must adopt crisis communication plans. Crisis communication skills require careful strategic decision making in handling the crisis environment and the ability to lower the negative impact of crisis on companies by following effective plans. Today, because of advancements in technology and the effect of media, any corporate crisis is instantly covered by world media, internet and bloggers which have immense effects on the company. They document and critique about every move the company makes. For those companies that do not have crisis communication plans, they are left in ruins after the crisis hits them. (Argenti, 2009)
Like many successful companies, Starbucks also has the responsibility of being aware of potential crisis that might hurt the company’s reputation or operations. Starbucks must effectively communicate to such threats by following an effective crisis communication plan. Among many potential problems that could turn into crisis situations for Starbucks, it’s important to consider the company’s ongoing problem with Ethiopia. First we should look at its history with Ethiopia, the recent developments and how the current situation with Ethiopia



References: 1. Argenti, A.P (2009). Corporate Communications. New York, NY:McGraw-Hill. 2. OXFAM International (2006). Activists across the globe join international call for Starbucks to play fair Available at: http://www.OXFAM.org/en/news/pressreleases2006/pr061216_starbucks 3 4. OXFAM International (2007). OXFAM celebrates win-win outcome for Ethiopian coffee farmers and Starbucks. Available at: http://www.OXFAM.org/en/node/174 5 6. Poor Farmer and Coffee Politics (2010).The saga of the Starbucks-Ethiopia Affair. Available at: http://poorfarmer.blogspot.com/2010/05/saga-of-starbucks-ethiopia-affair.html#!/2010/05/saga-of-starbucks-ethiopia-affair.html 7 8. Expatica. (2011). Ethiopia Suspends Starbucks Agreement. Available at: http://www.expatica.com/nl/news.html 9 10. Bernstein Crisis Management, INC. (1996) Know Thineself: The Role of the Vulnerability Audit in Crisis Prevention Available at: http://www.bernsteincrisismanagement.com/docs/the_role_of_the_vulnerability_audit_in_crisis_prevention.html 11 12. MeriTalk. (2008). Creating an Effective Crisis Communications Plan. Available at: http://meritalk.com/blog.php?user=SandyEvansLevine&blogentry_id=214 13

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