In This Assignment, I Want You To Locate Two Pieces Of News

In This Assignment I Want You To Locate Two Pieces Of News Detailing

In this assignment, I want you to locate two pieces of news detailing how an organization is responding to the COVID-19 crisis. You will analyze how businesses are handling the current COVID-19 crisis and track down a press release from the organization, an email to stakeholders, or a screenshot of their website in which they explicitly address the actions taken in light of the pandemic. These visual or hyperlink components are part of the assignment, but your analysis will be the main focus.

After locating these examples, you should evaluate how effective you perceive the organization's actions to be. Use concepts and vocabulary learned during the semester to support your analysis. Consider whether the organization is using appropriate media platforms to communicate with stakeholders, whether their communication is timely, and if their tone appears sincere. Additionally, suggest areas where the organization could improve their response. The final submission should be approximately one double-spaced page, APA formatted. Images and hyperlinks included will not count toward the page length.

Paper For Above instruction

The COVID-19 pandemic has fundamentally altered the landscape of organizational communication and crisis management. Companies worldwide have had to adapt rapidly to a rapidly evolving health crisis, demonstrating varying levels of agility, transparency, and stakeholder engagement. This paper examines two organizations' responses to COVID-19, assesses their effectiveness, and provides suggestions for improvement based on communication theories and best practices.

Organization One: Starbucks Corporation

One of the notable responses to COVID-19 was by Starbucks Corporation. Early in the pandemic, Starbucks released a series of press statements and updates on their official website and social media platforms. Their communication primarily focused on safety measures implemented across their stores, including enhanced cleaning protocols, contactless payment options, and modifications to store layouts to support social distancing. Starbucks also issued a detailed employee and customer safety policy via email newsletters to their stakeholders, emphasizing transparency and a commitment to health and safety (Starbucks, 2020).

In assessing the effectiveness of Starbucks' response, it is evident that their communication strategy employed multiple media channels, including their website, social media, and direct emails. Their tone was sincere and reassuring, emphasizing their concern for community health, which aligns with stakeholder theory emphasizing trust and ethical communication (Freeman, 2010). Additionally, their timely updates reflected an understanding of crisis communication principles, providing relevant information when needed, thus reducing stakeholder anxiety (Coombs, 2010).

Despite these strengths, some areas for improvement include the need for more targeted communication to vulnerable customer segments and clearer visibility of their safety measures both online and in-store. An enhanced digital strategy, such as proactive social media campaigns addressing specific concerns, could foster greater stakeholder confidence and loyalty.

Organization Two: Ford Motor Company

Ford Motor Company demonstrated a proactive response by retooling manufacturing facilities to produce masks and ventilators, alongside announcing safety protocols for employees. Ford issued multiple press releases and maintained transparency with stakeholders through virtual town halls and daily updates via email (Ford, 2020). Their use of digital platforms was strategic, aiming to reach both internal and external audiences effectively.

While Ford's response highlighted social responsibility, their communication could have been more timely. Occasionally, updates appeared delayed, which risked stakeholder concerns about their responsiveness. Nevertheless, their tone remained sincere, emphasizing corporate responsibility and community support—aligning with the ethical standards in crisis communication (Cutlip et al., 2006).

Improvements could include more frequent updates and broader use of interactive communication platforms such as live Q&A sessions to directly address stakeholder questions. Additionally, fostering a more empathetic tone in their messaging could strengthen emotional engagement during the crisis.

In conclusion, both organizations demonstrated adaptable communication strategies during the COVID-19 crisis, employing various media to reach stakeholders. Starbucks excelled in transparency and reliability, while Ford showed initiative in operational responsiveness. However, both could enhance their effectiveness through more timely updates and targeted, empathetic messaging strategies, aligning their communications more closely with crisis communication best practices.

References

• Coombs, W. T. (2010). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage Publications.
• Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations. Pearson Education.
• Freeman, R. E. (2010). The stakeholder theory of the corporation: Concepts, evidence, and implications. In Understanding business ethics (pp. 85-99). Oxford University Press.
• Ford Motor Company. (2020). Ford’s response to COVID-19. Retrieved from https://media.ford.com/content/fordmedia/fna/us/en/news/2020/03/26/ford-retools-to-support-fight-against-coronavirus.html
• Starbucks Corporation. (2020). COVID-19 updates and safety measures. Retrieved from https://stories.starbucks.com/press/2020/starbucks-responds-to-covid-19/
• Seeger, M. W. (2006). Best practices in crisis communication: An expert panel process. Journal of Applied Communication Research, 34(3), 232–254.
• Heath, R. L. (2006). Responding to crisis: A rhetorical approach to crisis communication. Rhetoric & Public Affairs, 9(4), 585-597.
• Pang, A., & Zhai, W. (2020). The role of social media in COVID-19 crisis communication. International Journal of Strategic Communication, 14(4), 339-349.
• Cooper, C. (2020). Crisis communication in the pandemic: Lessons from the field. Public Relations Review, 46(2), 101765.
• Ulmer, R. R., Sellnow, T. L., & Seeger, M. W. (2010). Effective Crisis Communication: Moving from Crisis to Opportunity. Sage Publications.