True Importance of Corporate Communication -

RUNNING HEAD: CORPORATE COMMUNICATION
CORPORATE COMMUNICATION
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
1) Executive summary.....................................................................................................................3
2) Introduction:................................................................................................................................3
3) Research......................................................................................................................................4
Issue analysis:..............................................................................................................................4
SWOT analysis............................................................................................................................5
Likelihood of various crisis.........................................................................................................7
4) Crisis communication plan:.........................................................................................................9
1) The Crisis Management team:..........................................................................................9
2) Relevant Stakeholders:....................................................................................................10
3) Emergency Operation centre:..........................................................................................10
4) Ways to communicate:....................................................................................................10
5) Key Spokesperson:..........................................................................................................11
6) Key Audience:.................................................................................................................11
7) Key Message...................................................................................................................11
8) Media List:......................................................................................................................11
5) Phone/ email list:.......................................................................................................................12
6) The rationale for the plan and approach to the press conference..............................................12
7) Conclusion:................................................................................................................................13
8) References:................................................................................................................................14

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1) Executive summary
The aim of this report is to create a crisis communication plan for the Apple Company.
The management team of this company identified certain issues which are affecting the business
operation for this company. Those issues are the political issues, social issues, software related
issues and operation issues. At present, the outbreak of Coronavirus, as a social issue, has a high
risk. The management team of this company has to take initiative to manage this crisis. The crisis
management team of this company has to take initiatives for the relevant stakeholders, and
community. As a leading business organisation of this world, it is the responsibility of the Apple
Company.
2) Introduction:
Apple Inc., a USA based international technology business organisation, formed by Steve
Jobs, Steve Wozniak and Ronald Wayne in 1976. Headquarter of this company is located in
California, the USA. This company provides computer hardware, financial technology, computer
software, cloud computing, digital distribution, consumer electronics and artificial intelligence
services. Apple is known as one of the big four technology business organisations alongside
Amazon, Google and Microsoft. Technological innovation, product design creative
advertisement, and leadership of Steve Jobs, the former CEO of this organisation, have
transformed this organisation one of the most valued brands in this world. This organisation is
successful to enhance not only strong brand loyalty but also constant revenue growth. The annual
revenue of this company has reached to more than 260 billion U.S. dollars in 2019 from 8 billion
U.S. dollars in 2004. However, this report aims to identify issues, faced by this company, and
create a crisis communication plan for Apple. This company is facing certain issues like the

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impact of China and the USA trade war, software related issues, the impact of Coronavirus, and
violation of rules and regulation of the company.
3) Research
Issue analysis:
Issue analysis is a procedure, in which the experts of a business organisation identifies
issues and its complexity. After identifying the issues, which are affecting a business
organisation, the management team and experts of that company have the responsibility to
develop a crisis communication problem to solve the issues. Issue analysis is significant for a
business organisation because it not only identifies the issues which are affecting the business
operation of the company but also identify the opportunity for the company which must be
utilised by the company. Apple is a USA based global enterprise that designs, develops and
trades customer electronics, computer software and personal computers. This company offers
Mac line of computers, iPhone, iPod, iPad, and OS X software, IOS operating system, and
iTunes. In 2019, the total revenue of this company was 260.17 billion U.S. dollars (Statista
2019). Timothy Donald Cook is the CEO of this company. The total number of full-time
employees in this company are 139 thousand (Statista 2019). Through online stores, retails stores
and direct sales forces, resellers and third-party wholesaler this company sells its products. It can
be said that this company is successful to develop an image of a premium brand and create a
loyal customer base. However, there are certain issues, which are affecting this company. The
business of this company is affecting die to four issues which are a political issue, social issue,
software related issues and operation issues. The management team of this company has to
resolve those issues to ensure a smooth business operation.

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SWOT analysis
Strengths  The global iconic brand of this world is Apple. This personalised
advanced computers and smart technology devices have a loyal
customer base, which is flourishing (SHTAL et al. 2018).
 The ability of innovation is the key strengths of this company. Apple
has brought a revolution in technology. iPhone and iPad are examples
of the revolution.
 By providing top-quality technology solution for the needs of most of
the corporation through its specific business page, this company has
become the choice of corporate offices.
 To understand the need and requirement of the customer, the
management team of this company analyses the market trend and
carefully conducts product design.
 For sustainability, this company uses Liam, a recycling robot
(SHTAL et al. 2018).
 Strong brand image is a strength for Apple.
 A huge profit margin of this company is its strength.
Weaknesses  Due to the premium price, the product of this company is considered
as a luxury product. The high-income group can afford this luxury
product.
 The marketing of this business organisation depends on its iconic and
flagship offline stores. As this is a premium brand, this organisation
does limited promotions and ads (SHTAL et al. 2018).

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 Incompatibility with other technologies and software is a weakness of
this company. After purchasing a product from this company, the
customer enters the universe of Apple, which does not support other
technologies and software (SHTAL et al. 2018).
 A limited distribution network is a weakness for this company.
 This company heavily depends on high-end segments, which is a
weakness for this company.
Opportunities  Qualified professionals of Apple, which includes researchers, product
developers, product specialists, have extensive experience and ability
which helps this company to gain competitive advantage (SHTAL et
al. 2018).
 The management team of this company can expand its limited
distribution network, which can help this company to enhance market
share.
 Continuous customer growth can be an opportunity for this company.
 Development of a new product line can be an opportunity for this
company. For example, this company can introduce new smart
wearable products because the market for this type of product will be
doubled by 2022 (Lamkin 2018).
 The demand for Apple products is increasing, which can help this
company to maximise its sales capacity.
 To boost the profit margin, this enterprise can use AI.
Threats  Labour cost is increasing which may affect the profit margin of this

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company.
 Though this company owns a strong and loyal customer base yet this
company is facing huge competition from its competitors like
Samsung, Dell, and Google (SHTAL et al. 2018).
 In comparison with its competitor like Android, low market share of
this company is a threat to Apple (SHTAL et al. 2018).
 The overall production cost of this company has increased because of
the USA and China conflict.
 The manufacturing and supply chain of this company heavily relies
on China. Due to the Coronavirus outbreak, the production of Apple
has disrupted.
Likelihood of various crisis
The business of Apple. Inc is affected by four issues, which will be discussed in this part. The
amount of risk of these four issues will be identified in this part.
 For manufacturing and supply chain, Apple heavily relied on China. China and the USA
trade war is creating an adverse impact on this company. This issue can be characterised
as political issues. The management team of this company is adjusting the profit margin
because the cost price has increased due to excessive taxation (Team 2018). This political
issue has a moderate risk because through appropriate communication the trade war
between China and the USA can be solved.
 The software related issues are creating an adverse impact on this company. Apple iOS
13 and iPad OS 13 have been a disaster for this company. Customer of this product has

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faced problems related to personal hotspot and cellular data performance (Kelly 2020).
Though the management solved this issue within one month yet it can be said that the
developer of this company has been unable to solve the problem completely. This issues
can be characterised as software related issues. This issue has a low risk because the
experienced professional experts of Apple Company has the ability to solve this problem
through further research. It may take time yet this problem can be solved.
 Due to the Coronavirus outbreak, not only the manufacturing but also the business of this
company affected (BBC News 2020). Due to this situation, the management team of this
company is unable to provide service to the customers. Customers, facing problem with
iOS 13 and iPad 13, are unable to dissolve the issues as the Apple stores are closed. This
issues can be characterised as a social issue. At present this issue has high risk. Because
till now no medicine is invented which can fight with this virus. Not only China but also
Europe, the USA and several other countries are facing problem due to this virus
outbreak (Aljazeera.com 2020). So it can be said that this issue has a high risk.
 The management team of Apple identified several desecrations of labour and
environmental policies for suppliers. This organisation found that in 2017, there are 44
cases where labour rules were violated (Webb 2017). Please organisation identify that
seven hundred foreign contract workers are recruited by a supplier of the Philippines. To
recruit foreign contractual workers, the supplier charged a total of $ 1 million (Webb
2017). The management team of this company take strict action against the supplier. So it
can be said that suppliers of this company violated the rules and regulations of this
company several times, which is creating a bad reputation for this company. This issues
can be characterised as an operational issue. Operation issue has moderate risk. This

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issues can be managed by the management team of this company through appropriate
monitoring and strict actions against any kind of rules violation.
Issue High Risk Moderate Risk Low Risk
Political issue
Software related
issue
Social issue
Operation issue
4) Crisis communication plan:
Crisis communication plan plays a significant role in the business organisation to manage
a crisis. To manage the crisis the management team has to make a decision and take immediate
action. To curtail the adverse impact on the company, the management of a business organisation
has to act appropriately and immediately. An accurate crisis communication plan can help a
business organisation to turn the crisis into an opportunity. The management team of Apple has
to create an accurate crisis communication plan to manage the social issue which is the outbreak
of the Coronavirus.
1) The Crisis Management team:
To manage the crisis, due to the outbreak of coronavirus, this organisation has
developed a crisis management team which contain Timothy Donald Cook, the CEO of
Apple, Jeffrey E Williams, the Chief Operating Officer, and Mary Demby, the Chief

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Information Officer. These people have the responsibility to manage the business during
the crisis.
2) Relevant Stakeholders:
There are internal and external stakeholders who can be affected by the crisis. Relevant
stakeholder of this company are customers, employees of this organisation, investors,
suppliers and distributors. Employees, suppliers, distributors and their families are internal
stakeholders and consumers are the external stakeholder. The management team of Apple has
to take responsibility for these stakeholders.
3) Emergency Operation centre:
For the emergency operations centre, headquarter of Apple will be used. From this centre,
the Crisis management team will evaluate the incidence and crisis, prepare a recovery plan
and execute the plan. To manage the outbreak of the Coronavirus, the Crisis management
team will coordinate with other agencies to execute the strategic plan and take the executive
decision to respond to the crisis. The emergency operations Centre has to control five
functions which are command, operations, planning, logistics and finance.
4) Ways to communicate:
A proper communication system is necessary to convey the response to the crisis by the
crisis management team. The officials of Apple has to utilise traditional communication,
modern communication and press conference to communicate with the relevant stakeholders.
Mainly press conference will be the key communication method for this company. It will
help this company to manage the pressure from the stakeholders.

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5) Key Spokesperson:
To manage the crisis, identifying the best spokesperson is important for a company.
Timothy Donald Cook will be the spokesperson, who will act as the representative of Apple.
It will be a good selection. If the CEO of this company comes to the press conference to
discuss the crisis and the planning to manage the crisis then it will boost the confidence of
the relevant stakeholders of Apple.
6) Key Audience:
The key audience will be e the stakeholder of this company and media persons. In the
Press Conference, The CEO of this company will discuss the planning of this company to
manage this crisis. It can be said that contributing to managing this type of crisis will be a
part of the CSR activities of this company. To save the community organisation has to
contribute and act appropriately.
7) Key Message
Through the newspaper, social media and press conference, the Crisis Management Team
will share important messages. The plan of this company to manage the prices will be shared
through these messages. To protect the relevant shareholders what initiatives will be taken by
this company will be shared through these messages. The position of the company in this
troublesome situation will be shared through these messages.
8) Media List:
Media Entities Email address Contact Numbers
BBC world news [e-mail] [phone]
Al Jazeera world news [e-mail] [phone]

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Reporters from these two newspapers will be present in the press conferences. Other than
representatives of relevant stakeholders will be present at the press conference.
5) Phone/ email list:
Emergency/Services Contact Number
Police 100
Hospital 9635897043
Day-Night Ambulance service 9784555123
6) The rationale for the plan and approach to the press conference
In this part, the justification for the press conference will be discussed. To spread the
message of the company can be easily done through the press conference. In the press
conference, the representative of relevant stakeholder and media persons will be present. This
plan will help this company not only to share the plan of this company to manage this crisis but
also the position of this company in this crisis. For the approach part, it can be said the
spokesperson of this company has to take supportive strategy. This strategy will be used to
support the community to battle with the coronavirus outbreak.
7) Conclusion:
Thus it can be said that the crisis communication plan will be helpful for this company.
Due to the coronavirus outbreak, the business of this company is affected. As a leading company,
the senior executive of this company has decided to contribute to society. Also, this company has

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developed this plan to manage the crisis and assure the relevant stakeholders. The newly formed
crisis management team of this company will lead this company to manage this situation. To
manage this situation, the crisis management team will operate the entire action from the
headquarter of this company. CEO of this company will communicate with media to share the
initiatives, which will be taken by Apple Company to battle this crisis.

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8) References:
Aljazeera.com, 2020. Coronavirus: Which Countries Have Confirmed Cases?. [online]
Aljazeera.com. Available at: <https://www.aljazeera.com/news/2020/01/countries-confirmed-
cases-coronavirus-200125070959786.html> [Accessed 25 March 2020].
BBC News, 2020. Apple Warns Coronavirus Will Hurt Iphone Supplies. [online] BBC News.
Available at: <https://www.bbc.com/news/business-51539322> [Accessed 25 March 2020].
Kelly, G., 2020. Apple Secretly Issues New Warning Affecting Millions Of Ipad, Iphone Users.
[online] Forbes. Available at: <https://www.forbes.com/sites/gordonkelly/2020/03/22/apple-
iphone-ipad-ios-13-personal-hotspot-cellular-problems-warning-iphone-ios-upgrade/
#2b58e227794e> [Accessed 25 March 2020].
Lamkin, P., 2018. Smart Wearables Market To Double By 2022: $27 Billion Industry Forecast.
[online] Forbes. Available at: <https://www.forbes.com/sites/paullamkin/2018/10/23/smart-
wearables-market-to-double-by-2022-27-billion-industry-forecast/#71fb46fc2656> [Accessed 24
March 2020].
SHTAL, T. V., BURIAK, M. M., AMIRBEKULY, Y., UKUBASSOVA, G. S., KASKIN, T. T.,
& TOIBOLDINOVA, Z. G. (2018). Methods of analysis of the external environment of business
activities. Revista ESPACIOS, 39(12).
Statista, 2019. Apple: Annual Revenue 2019 | Statista. [online] Statista. Available at:
<https://www.statista.com/statistics/265125/total-net-sales-of-apple-since-2004/> [Accessed 25
March 2020].

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Statista, 2019. Apple: Number Of Employees 2019 | Statista. [online] Statista. Available at:
<https://www.statista.com/statistics/273439/number-of-employees-of-apple-since-2005/>
[Accessed 25 March 2020].
Team, T., 2018. How A Trade War With China Would Impact Apple's Valuation: An Interactive
Analysis. [online] Forbes. Available at:
<https://www.forbes.com/sites/greatspeculations/2018/09/11/how-a-trade-war-with-china-
would-impact-apples-valuation-an-interactive-analysis/#67c7848565c2> [Accessed 25 March
2020].
Webb, J., 2017. Apple's Supply Chain Attracts Criticism For Performance But Also Praise For
Sustainability. [online] Forbes. Available at:
<https://www.forbes.com/sites/jwebb/2017/10/30/apples-supply-chain-attracts-criticism-for-
performance-but-also-praise-for-sustainability/#145d40f67398> [Accessed 25 March 2020].

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Appendices 1:
Source: (BBC News 2020).

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Appendices 2: