Crisis Communication in a Digital Age: A Case Study of Burger King

Running head: BUSINESS RESEARCH METHODOLGY
Crisis Communication in a Digital Age: A case Study of Burger King
Name of the Student:
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1BUSINESS RESEARCH METHODOLGY
Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Problem Statement.....................................................................................................................2
3.0 Research Aims and Research Objectives..................................................................................3
4.0 Research Questions....................................................................................................................3
5.0 Justification and Potential Output of the Research....................................................................4
6.0 Conceptual Framework..............................................................................................................4
6.1 Growing Significance of Crisis Communication...................................................................4
6.2 Changing Landscape of Crisis Communication....................................................................5
6.3 Issues in Crisis Communication............................................................................................6
6.4 Recommendation of Crisis Communication..........................................................................6
7.0 Methodology..............................................................................................................................7
7.1 Research Approach and Sources of Data...............................................................................7
7.2 Proposed Data Collection and Data Analysis Technique......................................................8
7.3 Organization of the Study......................................................................................................8
7.4 Budget, Project Activities and Gantt chart..........................................................................10
References......................................................................................................................................13

2BUSINESS RESEARCH METHODOLGY
1.0 Introduction
Crisis communication is extremely significant for managing corporate reputation in any
crisis situation. Effective crisis communication can lead to long term business sustainability.
However, in this digitally connected business world, the business organizations are facing huge
challenges in their crisis communication (Coombs, 2015). Moreover, in this digital era, any
corporate issues and scandals are being spread in few seconds among the stakeholders leading to
diminishing corporate image (Eriksson & Olsson, 2016). This research proposal will put
emphasis on the changing landscape of crisis communication with the revolution digital media.
This study will be specifically concerned with the crisis communication issues of Burger King
with the rise of digital age. The research study will formulate proper research question as well as
objectives for collecting most valuable research information.
2.0 Problem Statement
Burger King is the most popular American fast food restaurant chain that operates in
several other countries as well. Over the times, Burger King has faced several scandals regarding
their food items (Timothy Coombs & Jean Holladay, 2014). However, the organization has lack
of proper crisis management system. Moreover, the organization is unable to predict the potential
risks associated with the business. Therefore, they are unable to set preventive strategies for
mitigating the crisis situation. The competitor companies of Burger King like KFC and
McDonalds are unable to predict some of their potential risks and can take preventive measures
for managing corporate crisis (Liu & Fraustino, 2014). However, lack of proper crisis mitigation
strategies can lead to diminishing corporate reputation.

3BUSINESS RESEARCH METHODOLGY
3.0 Research Aims and Research Objectives
Research Aim
The research is aimed at emphasizing on the changing landscape of crisis communication
with the rise of digital age.
Research Objectives
 To recognize the relationship between crisis communication and corporate reputation
 To emphasize on the importance of digital era in crisis communication
 To assess the impact of social media on crisis communication
 To determine the crisis issues associated with Burger King
 To determine the current reputation of Burger King
 To suggest the strategies to Burger King for overcoming corporate crisis
4.0 Research Questions
 How crisis communication is related with corporate reputation?
 What is the influence of digital era on crisis communication?
 What is the crisis issues associated with Burger King?
 How Burger King has maintained its corporate reputation?
 How Burger King can overcome its corporate crisis?