Can You Reduce the following essay to right at 500-550 words from the 820 words
ID: 390785 • Letter: C
Question
Can You Reduce the following essay to right at 500-550 words from the 820 words with same meaning:
The monumental problem in crisis management for the Ebola crisis was not the social media communication or the response to the crisis on social media it was the human factor. With all the advance technology that we have at our finger tips and all the progress that has been made in the last decade on social media/crisis communication we have totally missed the boat on humanity. We expect people to response to a crisis as a crisis, instead of with emotions and heartache about their dead relatives.
By listening to the people, example in West Point, that this was happening to we were able to turn it around and the crisis communication became more about listening and understanding than action to solve the problem detached from the human expect. Where the crisis management team listened and communicated they were able to make a very big impact on the situation. “In the next crisis We Act Differently” in order for it to work we must do the follow:
“Listen to the community”
“Plan with community Leaders”
“Reorganize Response Protocols, Process, Teaming”
“Invest In Local Understanding”
What would become known as the “Miracle On The Hudson” was the true story of Captain Sullenberger putting down on the Hudson River of US Airways Flight 1549, he was flying an Airbus Industrie A320-214. The social media would relay, “Into the Hudson River....a US air... oh my gosh,” is heard being said by Robin Roberts of ABC Good Morning America. She actually witnessed the plane going down. She, of course would report it on her show which shows how the news media comes into play with crisis management reporting
US Airways under the direction of James Olson Vice President of Corporate Communications would revamp their entire crisis communications plan. Stating it was out of date since all the new and innovative social media communications were much more modern than their plan.
When this situation happened, even though, Olson had set up an excellent crisis communication plan it would still fall short of this catastrophe. All the templates that were in place for different kinds of crisis did not compare to this one. Things were changing minute by minute. Olson had warned them all that they needed to be ready to be notified by news/social media before they would have official notification within their own corporation.
The biggest obstacle to overcome was the fact that all news and social medias were reporting that all the passengers were safe. But, U S Air could not put out a report that this was true because all the passengers had ended up in different places after they got off the plane. If U S Air had reported this and later found out that there had being even one passenger lost they would lose all credibility. This would have been the biggest crisis of all. Case in point during the Fort Hood massacre all the news medias and the social medias kept reporting that the shooter Major Hassan, was among the dead. This media crisis would go on being reported over and over even though Lt. General Robert Cone knew differently he would go dark until he had all the true facts. The crisis management protocol was followed perfectly, no formal information was put out until they had all their ducks in a row.
The very most horrific crisis management nightmare is that of any food related products. This becomes very personal and everyone can identify with that type of situation. This is what was said to have happened at Wendy’s on March 22, 2005, to Anna Ayala. She stated that she had found a finger in the chili; she was supposed to have spit it out and vomited.
Wendy’s continued to profess its innocence but would not go after Ms. Ayala because then it would look like this big bad company was going after this poor woman. Since Wendy’s jumped through all the hoops the authorities wanted.
“Wendy’s crisis management strategy centered on four areas:
1. Conducting due diligence to establish the brand was not at fault.
2. Ensuring that Wendy’s key company values drove all decisions and activities.
3. Briefing and mobilizing team members for quick action and response
as events unfolded.
4. Building a post-incident campaign that enhanced Wendy’s brand.”
By following this crisis management tactics they would uncover the fact that Ms. Ayala was lying and they were able to go back to being one of the top nation’s fast food establishments.
In conclusion, what we have learned from the with Ebola outbreak, the U.S. Airways crash landing, and Wendy’s is to make sure you are connected to all social and news Medias, and never forget to take in the human factor. If you are informed you cannot be blindsided and you can put out the correct information out there. Finally in connecting with the human factor you can get more cooperation and resolve the situation.
Explanation / Answer
n the crisis management of Ebola crisis, the core problem was the human factor and not the social media communication. The advances in the technology has reduced the humanity to the extent that in the case of a crisis, the expectation is to respond in a crisis manner instead of feeling for the dead relatives.
Hence, one needs to act differently in crisis management by listening to the community, planning with the community leaders; Reorganizing Response Protocols, Process, Teaming; and investing in local understanding. The news media needs to also deal delicately with the crisis scenario. In case of the US Air crash landing, although the media reported that all the passengers had safely landed, the US Air did not confirm the same as all the passengers had landed at different places and the Organization wanted to confirm their presence before officially announcing it to the Public. Therefore, in crisis management, all the responsible teams are supposed to get their facts right before disseminating the information to the relevant parties so that it ensures creditability of the community leaders and also ensures that the aggrieved parties are not mislead.
The most horrific crisis management concerns the food-related products. In case of Wendy’s, when Ms. Ayala in March, 2005 complained of discovering a finger in the chilli, Wendy’s crisis management strategy centered upon the following areas:
1. Conducting due diligence to establish the brand was not at fault.
2. Ensuring that Wendy’s key company values drove all decisions and activities.
3. Briefing and mobilizing team members for quick action and response
as events unfolded.
4. Building a post-incident campaign that enhanced Wendy’s brand.
This helped in unearthing that Ms. Ayala was lying and eventually, Wendy’s became one of the nation’s top fast food brand. To conclude hence, the above three cases, ensures how one is connected to the social or news media and that human factor is essential to avail more cooperation and resolve the issue. One needs to also put forth only the confirmed authentic information to the Public.
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