Apple Crisis Communications Plan

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Letitia Walton
6 years ago
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1 Crisis Communications Plan Prepared by: Samantha Bassford, Ethan Butler, Caity Kirschbaum, Julio Rodriguez Rentas Pace University Pleasantville, NY 1

2 Prepared by:samantha Bassford, Ethan Butler, Caity Kirschbaum, Julio Rodriguez Rentas Introduction s supplier in China has rioting Chinese workers on in Factory lines. Allegations of exploitation of workers, dangerous working conditions, and hazardous material components of products. Objective: Achieve to ease anxiety and misinformation of the issue of s manufacturing subcontractor in China. Strategy: To make a change by responding to allegations to the media, customers, shareholders, and most importantly our overseas subcontractors in China. Press conference talking points: Message Matrix Press Release to current customers Internal note to employees Julio A. Rodriguez Rentas Senior Vice President of Worldwide Marketing Message Matrix Core message: First and foremost products are made with the highest quality products. products are safe for anyone to handle. Furthermore, is addressing the issue with it s contracted supplier in China. It is unfortunate to find out the issues we re hearing about the factory employees. Though these employees are not employees, rather than simply cutting ties, we know that these manufacturing jobs are the only livelihood of a majority of these factory workers and the only way they can make provisions for their families. We would like to assist in improving, rather than just walking away. 2

3 TARGET AUDIENCES International and national media, customers, & general public s internal stakeholders & employees shareholders & potential investors MESSAGES Working to build stronger accountability over our third party sub contractors. Working collaboratively to create solutions to combat this issue. Raising internal standards while increasing ROI to our shareholders. Creating a stronger communicative line throughout the life of the manufacturing process. Working on innovative Working with overseas ways to increase government agencies to modern development in raise production our overseas standards. subcontractors. Understanding the Increasing U.S. economic conditions in employee interaction China and seeing how with our overseas important our manufacturers to hold third party them accountable to subcontracting jobs are the same standards as to the Chinese people, s. rather than eliminating our contractors, we are instituting corporate standards to our overseas manufacturers if they want to continue a working relationship. An investment that has shown a track record of growing despite economic conditions. 3

4 FOR IMMEDIATE RELEASE Press Contact: Caity Kirschbaum (800) to Institute Corporate Standards to Third Party Subcontracting Overseas Manufacturers in Order to Continue a Working Relationship Cupertino, CA December 13, 2012 We here at pride ourselves on our innovation and award winning products, constantly making sure that we continue to provide products that live up to the standards that we created and that the world expects. These expectations of innovation has put us at the forefront of our field. We have recently been made aware of unacceptable working conditions within some of our third party vendors whom are independently operated manufacturing products within China. We as a company condemn any mistreatment of any and all persons that are in anyway attached to the brand. We expect employee working conditions to be acceptable and in agreeance with the International Labor Standards, this is an expectation to be exercised with every partner we collaborate with. We pledge to work alongside our partners to ensure the safety and standards are at the highest priority, until the issue is rectified. products are made with the highest quality products. products are safe for anyone to handle. Furthermore, is addressing the issue with it s contracted supplier in China. It is unfortunate to find out the issues we re hearing about the factory employees. Though these employees are not employees, rather than cutting them off, we know that these manufacturing jobs are the only livelihood of a majority of these factory workers, and the only way they can make provisions for their families. We would like to assist in improving, rather than just walk away. designs Macs, the best personal computers in the world, along with OS X, ilife, iwork and professional software. leads the digital music revolution with its ipods and itunes online store. has reinvented the mobile phone with its revolutionary iphone and App Store, and is defining the future of mobile media and computing devices with ipad. 4

5 ### Samantha Bassford Senior Vice President of Operations to current customers To our loyal customers, At, we strive to make world class products that deliver the best experience possible to our customers. Part of the experience is creating and producing products that are safe for anyone to handle during any stage of each product s life span. From the beginning of their creation to the end in the costumers hand we only strive to satisfy anyone who choose to be apart of the family. Like our customers, we too are concerned with safety of our contracted suppliers in China. We are assisting the improvement of the factory and giving factory workers the livelihood they deserve so they can make better provisions for their families. Completely shutting these factors down would cut off any funds to their way of life. Everything we do at is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non stop. Samantha Bassford Senior Vice President of Operations 5

6 Ethan Butler Vice President of Human Resources Internal note to employees To all our dedicated employees: I am writing this to discuss the reports that have been circling around the company regarding our manufacturing plant in China. I want to disclose with everyone in the company that they should not discuss the situation with anyone as we continue the ongoing investigation. Our brand is of the utmost importance and we do not want to release information that could do damage to our brand. Our brand is most valuable because of the efforts that each and every one of you put into making this company extraordinary. In order to have the continued positive reputation, we need to make sure that we protect our image by not allowing rumors that surround the company to bring down the positivity the company has had this past year. I appreciate the hard work that every employee has put into this company. The professionalism that has been shown throughout this process is the reason that is ahead of their competitors. Your hard work this year has not gone unnoticed and we are anticipating this upcoming year to be one of the best years yet. Thank you for your constant drive for success. Ethan Butler Vice president of Human Resources 6

VISION, MISSION, AND DEFINITION OF STRATEGY

VISION, MISSION, AND DEFINITION OF STRATEGY Donata Vianelli Trieste, 22/11/2013-1 VISION AND MISSION VISION STATEMENT: A very simple sentence or tagline that expresses the fundamental goal of a firm TAGLINE