CORPORATE COMMUNICATION
1
Corporate communication is identified as a primary component of business
communication. With the changing world of business, the dynamic market environment demands
regularly and timely communication of brands with its internal as well as external public to
maintain strong brand presence as well as heal the corporate would during any crisis situation
(Doorley & Garcia, 2015). Therefore this report deals with the crisis situation that was raised in
the Irvins Salted Egg manufacturing firm after the shocking incident where consumers found a
dead lizard in the fish skin snack packet ("Yahoo is now a part of Verizon Media", 2019). Being
an extremely popular food company with more than 13 outlets in Singapore Hong Kong and the
Philippines, this incident came as a great slap on the brand’s credibility and demanded
immediate attention of the company executives. Therefore in order to develop an effective crisis
communication strategy it is very essential for the brand to consider certain core attributes which
includes the following:
a) This contamination issue has no doubt affected the image of the company and the key
stakeholders of the firm which includes the sellers’ retailers the company management
and of course the most important aspect of any business the customers. In the refereed
case study Ms. Jane Holloway who is a loyal consumer of this brand seemed to be utterly
disgusted and equally shocked after her family discovered the dead reptile in their half
eaten bag of Irvins Salted Egg Fish Skin. Ms Holloway is very disappointed as the
product is quite expensive as a small packet of this salted egg fish skin weighing nearly
105g costs over $8.Moreover being almost a regular buyer of this product such
contamination issues directly affected consumer’s moral. As Ms Holloway took to social
media to raise her voice against this contamination, the other netizens equally supported

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Corporate Communication in Crisis Situation: A Case Study of Irvins Salted Egg

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