MGMT 350

Kramer Communications

550 Bowie St. Austin, TX 78703

May 28, 2019

Matthew Habich

Whole Foods Market

Corporate Communications Department

1105 N Lamar Blvd

Austin, TX 78703

Subject: Crisis Management and Corporate Communications Procedures for Whole Foods Market

Dear Mr. Habich,

Here is the report you requested regarding our crisis management and corporate communications procedures when dealing with the media. John Mackey, Whole Foods CEO’s, opinions have caused controversy amongst your consumers. As communication consultants, we have provided recommendations on how to improve Mackey’s manner of expressing his opinions as well as future best practices in crisis management to prevent public uproar and the loss of your loyal customers.

As you suggested, we followed your instructions to recommend a plan that will outline appropriate methods for public expression of personal opinion without a negative impact on the company. The report is based on an analysis of John Mackey’s opinion piece, “The Whole Foods Alternative to ObamaCare” for the Wall Street Journal and will determine the causes and consequences of the article on Whole Foods Market. Preventative measures will include best practices for publishing high profile media for staff at all levels.

Below we have included recommendations, analysis, and conclusions regarding facts found in John Mackey’s opinion piece:

· Be prepared.

· Be ready for social media backlash: monitor, plan, and communicate.

· Seek to understand the situation.

· Apologize, then take action to get ahead of the story.

· Take responsibility, be proactive, transparent and accountable.

Be Prepared

In our discussion, you noted Mackey had warned Whole Foods’ corporate communications group about revealing his opinions but disregarded the fact that it could be publicly published. Even though it was not clear as to how Mr. Mackey would communicate his opinion, your communications team failed to discuss and/or provide a crisis management plan for any action Mr. Mackey had planned. Mackey’s record of proclaiming his beliefs should not have been a surprise to Whole Foods’ crisis management. Mackey has a history of revealing his thoughts and opinions prior to this incident, your team should prepare for future events that may happen. Whole Foods should have had a set of procedures to prevent negative situations. When crisis situations are possible and/or arise, a crisis management plan should be in place as a reference tool on how to handle the situation. The plan should include, forms in order to document the crisis response, reminders of what should be done in different crisis situations, and lists containing key contact information should be provided.

Depending on the severity of the crisis, your team should consist of PR, operation, finance, legal, HR, and security professionals to ensure all aspects of the crisis are covered. Training is needed so that your team can practice and prepare for different scenarios that may come in to play. Some examples, how to handle the backlash from trade unions striking and taking the opposite position on what Whole Foods Market was doing. Also, how to handle the demonstrations, musical acts, and instruments being played in your stores that occurred in Boston, Maryland, Chicago, Austin, and San Francisco.

Be ready for social media backlash: monitor, plan, and communicate

Need to write recommendations here

In this modern era, social media can have a massive effect on your company. People are now able to express their hatred towards a company to a broader audience. The possibility of one’s wrongdoing can cause tremendous repercussions. Whole Foods’ customers are primarily liberal towards most issues, therefore, the backlash should not have been surprising. Numerous of companies have been negatively impacted due to social media.

We recommend you to take action towards the following methods: monitor, plan, and communicate. There should be specific teams monitoring the social media and comments that higher positioned members disclose online. Monitoring will help prevent the probability of similar future occurrences. Your company should plan

Need to write Fact findings supporting recommendations/analysis:

Seek to understand the situation

Need to write recommendations here

Need to write Fact findings supporting recommendations/analysis:On August 11, 2009, Wall Street Journal published John Mackey’s opinion-editorial on healthcare. He believed healthcare should have “less governmental control and more individual empowerment.” Mackey stated his opinions did not reflect Whole Foods as a company. Whole Foods’ demographic consists of customers who are primarily “progressive, environmental activists who are more likely than the average consumer to write, e-mail, or call the company to protest some of John Mackey’s messages.”

Apologize, then take action to get ahead of the story

Need to write recommendations here

Fact findings supporting recommendations/analysis:

Take responsibility, be proactive, transparent and accountable

Need to write recommendations here

Fact findings supporting recommendations/analysis:

We hope these procedures are satisfactory since we seek to have a clear understanding of how communications should be conveyed in a corporation. Should you have any questions or further suggestions, please call me at 555-555-5555 or send an e-mail to [email protected]. With these measures now in place, we trust that you will be able to remedy any crisis management situation before it escalates.

Sincerely,

Cynthia Hollenberg

Vice President, Crisis Management Consulting