Memo: Business Intelligence Alert

1. In light of the rise in negative publicity ahead of park re-opening, there is a need for
   strategic change in the way we communicate with consumers. Previously, we have
   communicated with them primarily to create awareness about our brand. Now we must
   communicate to manage the imminent crisis occasioned by the negative publicity. As a
   result, two steps are proposed. First, the organization should communicate more often and
   consistently to correct the wrongs causing negative publicity (Imad, Elbuzidi, & Chan,
   2021). Secondly, the organization must take responsibility for the wrong or wrongs and
   outline the steps it is taking to make things right. Any denial can only worsen the
   situation.
2. This strategic change in communication calls for cross-functional effort alignment
   (Horvathova & Mikusova, 2019). Specifically, the organization’s sales and operations
   departments and marketing channels can help address the negative publicity. Previously,
   to communicate for brand awareness, a mix of digital and traditional marketing channels
   was proposed. The proposed traditional channels include billboards, direct mail, flyers,
   and posters. The digital marketing channels include search advertising, social media
   advertising, and video adverting. To help tackle the negative publicity, it is suggested that
   some of these channels be repurposed and used to allay customer fears fueling the
   negative publicity, especially concerns about the safety of park visitors. Owing to their
   widespread use, social media channels – especially Facebook, Twitter, and Instagram –

MEMO: BUSINESS INTELLIGENCE ALERT 3
will be important here. The sales, marketing, and operations departments will lead these
efforts.

3. Though important in countering the negative publicity, the above-mentioned social media
   channels will be most effective if accompanied and guided by a crisis communication
   plan (Imad et al., 2021). Besides social media, public relations (PR) efforts and the
   organization’s website will be an integral part of the crisis communication plan. PR’s main
   role will be to repair the negative image brought about by the negative publicity,
   primarily through press releases aimed at putting the public at ease once again.
   Meanwhile, the organization’s website should be re-organized to relay the same re-
   assuring messages communicated through press releases.
4. Given that most of the organization’s customers are more likely to interact with the
   organization’s social media accounts than its website, it will be important to train the
   managers of the social media accounts, especially on how to respond to negative
   comments and answer safety-related questions. With respect to responding to negative
   comments, it will be important for staff to maintain a professional demeanor, remain calm
   and refrain from getting emotional (Imad et al., 2021). As for safety-related concerns, it
   will be necessary to educate social media handlers on the organization’s measures to
   ensure visitor safety.
5. In addition to the above measures, the organization’s CSR communications strategy
   should play an important role in managing the crisis at hand. One of the ways our CSR
   communications strategy could do this is by highlighting our key CSR policies and
   initiatives, especially those related to promoting park visitor safety, not just for our
   customers but also for the general public. The most important channels for
   communicating the CSR efforts include social media, our website, and mainstream media,
   especially television and radio.

MEMO: BUSINESS INTELLIGENCE ALERT 4

References

Horvathova, P., & Mikusova, M. (2019). Prepared for a crisis? Basic elements of crisis
management in an organisation. Economic Research-Ekonomska Istraživanja, 32(1),
1844-1868.
Imad, A., Elbuzidi, K., & Chan, T.-J. (2021). Crisis Management and Communication
Approach: A Case of Boeing 737 MAX. Journal of Arts & Social Sciences, 4(2), 7-
14.