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QUESTION 1A: Crisis Communication Strategy (25 marks) ​

Format: Crisis Communication Plan

TO: Menu-Craft Crisis Management Team
FROM: Strategic Communications Director
DATE: [Current Date]
SUBJECT: Listeria Contamination Crisis Communication Strategy

EXECUTIVE SUMMARY ​

Following the detection of listeria contamination in 2,000 delivered meal kits, Menu-Craft requires immediate implementation of a comprehensive stakeholder communication strategy to protect our 24% market share position and maintain consumer trust across our 500,000 customer base.

IMMEDIATE ACTIONS (First 24 Hours) ​

1. Crisis Response Team Activation ​

Point: Establish dedicated crisis communication command center with cross-functional leadership
Because: Coordinated response prevents contradictory messaging and ensures regulatory compliance
Application: MC's quality-focused brand positioning requires consistent messaging across all 500,000 customers to maintain premium market differentiation

2. AFSA Notification Compliance ​

Point: Submit mandatory incident report to Australian Food Standards Authority within 24 hours
Because: Legal compliance prevents additional regulatory penalties and demonstrates corporate responsibility
Application: MC's established quality reputation with AFSA provides foundation for collaborative investigation approach

3. Media Monitoring Activation ​

Point: Deploy 24/7 social media and traditional media monitoring with rapid response protocols
Because: Early detection of narrative shifts enables proactive reputation management
Application: MC's premium positioning makes us vulnerable to amplified negative publicity affecting customer retention rates

STAKEHOLDER COMMUNICATION MATRIX (MENDELOW'S MODEL) ​

HIGH POWER, HIGH INTEREST - MANAGE CLOSELY ​

Affected Customers (2,000 households) ​

Key Messages:

  • Immediate product discontinuation and health guidance
  • Full refund plus medical support coverage
  • Personal apology from CEO with direct contact details

Channel: Direct phone calls within 4 hours, followed by registered mail Rationale: Personal approach maintains trust relationship critical for customer lifetime value

Regulatory Bodies (AFSA, Health Departments) ​

Key Messages:

  • Complete transparency with investigation findings
  • Enhanced quality control implementation timeline
  • Voluntary compliance beyond minimum requirements

Channel: Formal written reports with regular update calls Rationale: Proactive cooperation minimizes regulatory sanctions threatening business continuity

HIGH POWER, LOW INTEREST - KEEP SATISFIED ​

Major Retail Partners ​

Key Messages:

  • Isolated incident with comprehensive corrective actions
  • No impact on other product lines or delivery schedules
  • Enhanced quality assurance protocols implementation

Channel: Executive briefings with quality assurance documentation Rationale: Maintaining distribution partnerships protects 24% market share from competitive erosion

Investment Community ​

Key Messages:

  • Financial impact quantification and mitigation measures
  • Quality improvement capital investment commitment
  • Long-term brand value protection strategy

Channel: Investor relations briefing with financial projections Rationale: Preventing market confidence loss protects company valuation and growth capital access

LOW POWER, HIGH INTEREST - KEEP INFORMED ​

Broader Customer Base (498,000 unaffected customers) ​

Key Messages:

  • Isolated incident with no broader quality concerns
  • Enhanced safety protocols for all future deliveries
  • Commitment to premium quality standards maintenance

Channel: Email communication, website updates, app notifications Rationale: Preventing customer defection maintains competitive market position against supermarket alternatives

Employee Base ​

Key Messages:

  • Quality commitment reinforcement and team pride restoration
  • Enhanced training and equipment investment plans
  • No employment impact from incident resolution

Channel: All-hands meetings and internal communications Rationale: Maintaining workforce morale prevents operational disruption during crisis recovery

LOW POWER, LOW INTEREST - MONITOR ​

General Public/Media ​

Key Messages:

  • Responsible corporate citizenship demonstration
  • Industry-leading quality standards commitment
  • Transparency in crisis resolution process

Channel: Press release and media availability sessions Rationale: Controlling public narrative protects brand reputation in premium meal kit market

REPUTATION RECOVERY STRATEGY ​

Phase 1: Immediate Containment (Days 1-7) ​

Point: Focus on affected customer care and regulatory compliance demonstration
Because: Swift responsible action establishes credibility foundation for recovery messaging
Application: MC's quality positioning requires exceeding customer expectations during crisis to maintain premium brand differentiation

Phase 2: Quality Enhancement Communication (Days 8-30) ​

Point: Publicize comprehensive quality system upgrades and third-party certifications
Because: Visible improvements demonstrate learning and prevent future incidents
Application: Investment in quality infrastructure reinforces MC's market positioning against price-focused competitors

Phase 3: Brand Rebuilding (Days 31-90) ​

Point: Launch customer confidence restoration campaign with quality guarantees
Because: Proactive positive messaging rebuilds trust and prevents long-term market share erosion
Application: MC's 500,000 customer base requires targeted retention messaging to maintain subscription revenue growth

Documentation Protocol ​

Point: Legal privilege protection for all internal communications and investigation findings
Because: Protecting confidentiality prevents information use in potential litigation
Application: MC's premium pricing model creates higher liability exposure requiring careful legal strategy

Settlement Authority ​

Point: Pre-authorize legal team for rapid settlement negotiations within defined parameters
Because: Quick resolution prevents prolonged negative publicity and legal costs
Application: MC's brand value preservation outweighs individual claim costs given customer lifetime value metrics

SUCCESS METRICS ​

Short-term (30 days) ​

  • Customer retention rate: >95% of unaffected customer base
  • Media sentiment analysis: Neutral to positive coverage ratio >60%
  • Regulatory compliance: Zero additional citations or penalties

Long-term (90 days) ​

  • Market share maintenance: Retain 24% market position
  • Customer acquisition: Return to pre-crisis growth rates
  • Brand perception: Quality ratings return to pre-incident levels

COMMUNICATION GOVERNANCE ​

Decision Authority ​

  • CEO: Final approval for all external communications
  • Legal Counsel: Review all written statements for liability exposure
  • Crisis Director: Operational messaging coordination and timing

Review Protocols ​

  • All stakeholder communications require dual approval before release
  • Media responses within 2-hour maximum response time
  • Daily strategy review meetings with full crisis team participation

Professional Skills Demonstrated:

  • Communication: Structured stakeholder-specific messaging strategy
  • Analysis: Mendelow's matrix application for prioritization
  • Scepticism: Critical evaluation of reputational and legal risks