UniLodge Crisis Communication Plan- Assignment
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Added on 2020-03-16
UniLodge Crisis Communication Plan- Assignment
Added on 2020-03-16
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Running head: UNILODGE CRISIS COMMUNICATION PLAN 1UniLodge Crisis Communication PlanName:Institution:
UNILODGE CRISIS COMMUNICATION PLAN 2UniLodge Crisis Communication PlanIntroductionUniLodge is an Australian company that provides students with holistic accommodation facilities. Currently, the company owns over 60 properties that are distributed around Australia and New Zealand making it a market leader. UniLodge’s unique selling points include the provision of quality, innovative, efficient and amazing student living experiences. Therefore, this crisis communication plan helping UniLodge to manage any potential crisis and to mitigate any severe consequences on the organization and students if such cases arises. The company’s primary objective is to ensure that the students and other important stakeholders such as parents feel secure and have a peace of mind. The UniLodge’sPublic Relations department has been tasked with managing all information in case of any crisis. Crisis SituationUniLodge PR department defines a possible crisis as (Wilcox, Ault, & Agee, 2006):Any situations that may necessitate a speedy and well-coordinated actionAny condition that may have significant impact on the operations and market reputation of the company. Objectivesof this crisis communication planUndeniably, every organization recognizes the inherent need to adequately prepare comprehensive responses in case of an emergency or crisis. Such responses must include various relevant policies that can effectively coordinate internal and external scrutiny and communications and seal any possible damage to an organization. Once UniLodge PR team have established that an emergency or a crisis exists, this crisis communication plan will be
UNILODGE CRISIS COMMUNICATION PLAN 3fully and strictly implemented. As such, the following are the objectives of this crisis communication plan:To prepare UniLodge workforce and management to effectively and quickly manage emergency communicationsTo help UniLodge employees to adequately respond to a crisis in a cohesive manner full of professionalismTo strategically help UniLodge to manage the distribution of critical and sensitive data and information to the public and mediaTo identify main spokesperson(s) for UniLodge during crisis situations MissionThis crisis communication plan will help UniLodge to avail factual data and information that aim at repairing or sustaining the company’s image during a crisis. The information released to the public during such times must depict the company as a reliable partner with stronger values. In general, a crisis communication plan is an important brand positioning strategy thatcan be used by UniLodge to create positive opportunities to market itself. Therefore, the primary purpose of this crisis communication plan is to provide a clear course of actions during crisis that will help UniLodge to reinforce its position as a market leader. Notably, the content of this crisis communication plan will be used by UniLodge staff and other stakeholders to administer and effectively evaluate all aspects of communication especially during crisis (Wilcox, Ault, & Agee, 2006). Possible crisis situations
UNILODGE CRISIS COMMUNICATION PLAN 4The following are possible crisis that UniLodge’s personnel, customers and other relevantstakeholders could face. The analysis of these possible crisis scenarios aim at helping UniLodge to anticipate and adequately prepare to face such challenges (Grunig, 2013). There is a possibility of car breaks given that UniLodge residents have to park in the Casuarina shopping centre which is relatively unsafeThere is a possibility of vandalism cases in Darwin particularly from kids who occasionally breaks into people’s cars to steal valuablesThe possibility of fire incidences is also a serious crisis that can significantly affect the operations of the company. This is because some of the property residents occasionally forgets and burn food when cooking resulting into smoke that sometimestriggers fire alarmsPoor surveillance at the facilities is also a possible crisis that need a clear response plan. For example, given that there are no security guards who can adequately patrol the premises may result into a security crisis Crisis communication policiesEmployees should promptly report any crisis scenario to the General Manager immediately it is detected Only the official spokesperson(s) are allowed to release any information regarding thecrisis to the media and publicThe PR department will direct and coordinate every response to the crisis Any comment by the staff on the ongoing crisis must be professional and transparent
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