Group Case Study
Happy999
questionexample.docxQuestion 1:
How do you and Ace Always Construction explain this colossal blunder?
When things go wrong, most often the first question is related to blame. Who is at fault and asking that party to explain what happened.
In the opinion piece “What makes people lay blame on others during a crisis”, the author makes a point that is worth noting. Author says “…according blame in the midst of a crisis is a feature of human society long observed by historians and anthropologists. Mary Douglas, an anthropologist, wrote extensively on how societies respond to a crisis by demanding certainty (of consequences and action) where none exists.”
In the article “13 Golden Rules of PR Crisis Management”, the first rule is “take responsibility”. This suggests that blame is coming your way so beat them to it. That leads to the next point, “steal the thunder” (Rockwood). As mentioned by Rockwood and “The ABCs of the Three Fs Rule”, the first “F” stands for “be Fast”. “Get it out FAST, get it out FIRST, get it out in FULL.” Rockwood also adds a fourth “F” worth noting which is, “less it FESTER”.
References:
https://suu.instructure.com/courses/726951/discussion_topics/4434044
https://www.commcoreconsulting.com/abcs-three-fs-rule/
Question 2:
Given that this was a failure on several levels, what are the chances that this was an isolated incident?
This is another natural question in the progression of the aftermath. It is a new building. There was an issue even before people entered the build. This is related to trust and reputation. It is also a PR crisis.
The Institute for Public Relations defines a crisis as, “…a significant threat to operations that can have negative consequences if not handled properly.” They further state that “a crisis can create three related threats: (1) public safety, (2) financial loss, and (3) reputation loss.” The first and third threats are immediately relevant for this incident. The second is potential consequence.
This incident has put the company’s reputation at stake. “Your reputation is both a reflection of your past work and an indication of your future success.”, states the author in “3 Reasons Why Reputation is More Important Than Ever Before in Industrial Construction”. Also, “Don’t Underestimate the Power of Reviews” says the author in “9 Key Steps to Building a Reputation in the Construction Industry”. However, the past good works done by Ace Always Constitution will not matter depending on how this incident is managed. In chapter 8, Alsop advises that companies should face the issues and not continue like the incident did not happen.
References:
https://instituteforpr.org/crisis-management-and-communications/
Alsop, R (2004). The 18 immutable laws of corporate reputation: creating, protecting & repairing your most valuable asset. Free Press.
https://backtobasics.edu.au/2018/09/9-steps-construction-reputation/
Question 3: What message do you have for the wheelchaired athlete who had to be rescued off the ramp?
This question is related to blame, accountability, and humility. In the article “Crisis Management” Posey says, “In a public crisis, the media will inevitably seek out employees for comment.” Since Olinder is identified as the one in charge from Ace Always Construction and it is most likely perceived by many that his direct actions or potential neglect resulted in great embarrassment, at the very least, for many.
Gad and Shane state that “It is important to note that individuals can only grant trust, not organizations.” Therefore, the statement Olinder makes can be crucial for not only Ace Always but other stakeholders in this incident.
The first point in the article “Crucial parts of holding statements in crisis PR” is empathy and showing concern for those impacted by the incident. Conveying that you understand the severity of this incident will show compassion on your part. This action will also pay dividends in the long run with clients of Ace Always. “Customers and clients want to interact with businesses they trust.”, says Caramela of the Business News Daily.
References:
https://whatis.techtarget.com/definition/crisis-management
Gad, G. & Shane, J. Trust in the Construction Industry: A Literature Review
https://www.prdaily.com/crucial-parts-of-holding-statements-in-crisis-pr/
https://www.businessnewsdaily.com/8935-recover-from-pr-crisis.html
