Spcm 112 Case Handling Presentation.docx

HERE IS YOUR SITUATION: (The situation is fictional though Cyclospora infection is real.) An outbreak of Cyclospora infection in a number of major cities in the country occupies the news in the past week. The outbreak was confirmed by the Department of Health (DOH) last October 20. As reported, at least 42 people are infected with Cyclospora. The number of cases as of yesterday’s data is as follows: Manila (14); Baguio (6); Cebu (7); Naga (3); Tacloban (4); and Davao (8). The counts are based on data available from the Philippine Integrated Disease Surveillance and Response (PIDSR) of the DOH. Said illnesses are linked to vegetable salads produced by Garden Fresh Farm de Davao which are served in high to mid-range restaurant chains such as Olive Garden, Carabas and Zomato. Majority of the illnesses occurred from mid-September to early October. To date, at least 38 infected persons have been hospitalized. On October 21, following the DOH confirmation, the Food and Drug Administration (FDA) released information of Cyclospora contamination in vegetable salad mix produced by Garden Fresh Farm de Davao. The company decided to suspend as of October 23 the production and shipment of all vegetable salad components from the farm to any of their buyers. Cyclospora is a single-celled parasite that causes diarrhea, vomiting and nausea several days to weeks after exposure. Cyclospora exposure is often associated with fresh produce. HERE ARE THE CHALLENGES FOR THE COMPANY: This is the first time for Garden Fresh Farm de Davao to experience vegetable contamination in its 15 years of operation. In the past, the problems encountered by the company were limited to equipment breakdown, pest diseases and highly variable weather conditions which wrought damaged to crops and reduced profit. With what happened, Garden Fresh Farm finds itself grappling with the following situations: 

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FDA and Department of Agriculture (DA) will be implementing stricter safety regulations on fresh produce. This would require Garden Fresh Farm and other producers to implement Good Management Practices (GMP), upgrade their equipment and facilities, improve vegetable cultural practices and post-harvest management, and retrain workers. Producers are now required to submit to a regular phytosanitary inspection to ensure safe vegetable products which is a requirement for renewal of business permits. Producers are also required to secure safety certification from FDA. These will be added costs to producers. Olive Garden, Carabas and Zomato are also affected by the crisis. The customers are dwindling for fear of contracting Cyclospora infection despite assurances that they have

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stopped buying and using Garden Fresh products in their Menus. Olive Garden and Carabas are finding ways to cancel the contract with Garden Fresh without the latter having to pay back the money that the two restaurants have already downloaded for the month of October. Zomato has not sent a word yet. Garden Fresh is on the verge of losing its big markets. Garden Fresh’s image, its reputation even, is negatively affected. Viral videos of people suffering from Cyclospora infection and their relatives calling to boycott the farm are everywhere from Facebook, Twitter to Youtube. The Media clamors for explanation from Garden Fresh. The press is camping right outside Garden Fresh’s Gate, clamoring to get an interview from the management. Some are requesting access to the farm to investigate and document production practices. The DOH also calls for a series of additional on-farm investigations. Workers worry about losing their jobs should production suspension continues. Disgruntled workers may grant interviews to the media. Garden Fresh Farm employs 50 farmers in the neighboring communities notwithstanding those seasonal workers. In the midst of this crisis, the Farm has to keep its sail afloat and hopes to continue operation beyond this crisis. What future awaits Garden Fresh?

HERE IS YOUR CHALLENGE: You work for Garden Fresh as PR/Information Team. You are summoned by the CEO and the Board to devise and implement communication strategies to address the (1) three restaurants, (2) the public, (3) the media, (4) the farm workers, (5) draw recommendations for future plans in order to help the company surmount the crisis and pass the new regulatory requirements of Food and Drug Authority (FDA) and Department of Agriculture (DA). This time, you are no longer a SPCM 112 students. You no longer have your books with you. What you remember is that “All strategies have to be evidence-based” You have to muster all that you knew from crisis phases, cultural appropriateness, ethics, theories, to dealing with the press and other stakeholders, plus your best judgments to make sound decisions. HERE ARE YOUR INSTRUCTIONS: Prepare the briefs for each context/stakeholder group below in a bond paper, typed, single space. However, during class, act out each part (Q1) in order to demonstrate how the briefs translate into action. You have the liberty to structure the role play differently so that you cann address the important aspects/issues of crisis communication creatively. You can bring props if necessary, or employ other materials. Q1. You will not negotiate with Olive Garden, Carabas and Zomato personally. But you are assigned to prepare the (1) position of Garden Fresh regarding the present crisis, (2) explain how the contamination got into the production line, (3) show your clients of your company’s

commitment to improve safety practices and the concrete plans and specific steps made to achieve this, and (4) offer the bargaining points of the company. The mission is to establish transparency and gain back trust and credibility. How are you going to organize a 4-praragraph brief according to these objectives? Q2. The media can be a powerful friend or foe. Your objectives are to explain your company’s (1) position on the crisis, (2) how the contamination took place, (3) what the company plans to do about the victims (remember to consider your resources, you cannot offer more than you have, and more than what is just and reasonable) once the contamination from your end is confirmed, (4) what changes your company is going to undertake to assure the safest production process possible. The goal is not to appease the media but to address the growing public distrust. The media is your channel for reaching people. How would you organize the company’s media kit/press junket? Press release: As representative of the company, what are you going to say during the press release? What type of questions do you want to answer? Who are going to be present during the press release to help you? Have they been briefed? What are each of them supposed to talk about? What media outlets/networks are to be invited to the conference? What are your considerations for choosing these networks or companies? (1 paragraph) Fact sheets: What types of information are included in the fact sheets and why? What formats are you going to use and why? To whom shall the fact sheets be distributed and why? When and where should they be distributed? (1 paragraph) TV Guesting and Radio-hopping: What type of info would you like to deliver through TV and radio and why? (1 paragraph) Social Media: How are you going to use social media to reach the public? What types of messages are you going to deliver through social media? (1 paragraph) A meeting with the victims: What are you going to say to the victims and their family? What are the company’s plans for them? What do you offer them? How would you get back their trust? (1 paragraph) Q3. You are also asked to prepare a 3-paragraph brief for a dialog with Farm Workers. What should be contained in the brief? What do you anticipate the workers should ask the management during the dialog? How should these be addressed by the company? How do you assure the workers of continued employment in the company? For the meantime, while production is under suspension, what packages can the company offer to workers? How should they be included in the company’s plan to improve production? How do you communicate to them the company’s temporary policy requiring prior approval before any worker can be interviewed by the media over the issue?

Q4 . You are now convinced that the company needs to have a good crisis management plan and part of that is risk and crisis communication. How are you going to communicate this in a concrete plan to the top management so that they would agree and support the creation of a comprehensive crisis management plan that includes an effective crisis communication component? Your critics within the organization said that “Communication is not a panacea. It’s not an end all be all thing.” That’s true, still communication can save a company and people from a number of crisis when handled effectively. Prepare a 3-paragraph brief for management. Be sure to provide basis for your recommendations. ENJOY THE EXAM AND ROLE PLAY. HOPE YOU LOVE THIS!