Farmers Selling the crops Provide crops Unhappy farmers (Marginal) used to make beer necessary to produce could halt production product Competitors Selling more beer Are the alternative to Can cut prices, take (Marginal) than our company our product away customer base Audience Know Infer Should Do Shouldn’t Do Stockholders Choose to Have genuine Acknowledge Ignore during (Primary) invest/donate concern relationship and crisis inform of potential crisis Vendors Used to Have Take precautions Ignore their (Primary) distribute confidence in with product concerns product to company consumers Customers Enjoy beer Guests are Safety first. Ignore (Primary) concerned comments or about the Legitimize concerns quality of the comments product Media Media wants Will tell the Inform with most “No comment.” (Primary) to tell and sell story whether accurate details as a story. it is good or possible. Try to contact bad. the media alone. Internal Choose to Enjoy and love Value opinions Push employees (Primary) work at our the company, and concerns from aside if crisis company believe in the workers who are concerns them product immediately involved with crisis Government Necessary to Regulations Recognize the Pretend Agencies the continued and procedures power and business is (EPA, FDA, operation of must follow legitimacy of exempt from ATF) the business city and state city/state/federal regulation (Secondary) (health, guidelines government.
Farmers (Marginal) Selling the crops used to make beer Provide crops necessary to produce product Unhappy farmers could halt production Competitors (Marginal) Selling more beer than our company Are the alternative to our product Can cut prices, take away customer base Audience Know Infer Should Do Shouldn’t Do Stockholders (Primary) Choose to invest/donate Have genuine concern Acknowledge relationship and inform of potential crisis Ignore during crisis Vendors (Primary) Used to distribute product to consumers Have confidence in company Take precautions with product Ignore their concerns Customers (Primary) Enjoy beer Guests are concerned about the quality of the product Safety first. Legitimize comments Ignore comments or concerns Media (Primary) Media wants to tell and sell a story. Will tell the story whether it is good or bad. Inform with most accurate details as possible. “No comment.” Try to contact the media alone. Internal (Primary) Choose to work at our company Enjoy and love the company, believe in the product Value opinions and concerns from workers who are immediately involved with crisis Push employees aside if crisis concerns them Government Agencies (EPA, FDA, ATF) (Secondary) Necessary to the continued operation of the business (health, Regulations and procedures must follow city and state guidelines Recognize the power and legitimacy of city/state/federal government. Pretend business is exempt from regulation
2Crisis.docx