2-2 Communication Plan
Abbigail E. Bryan
SNHU
MBA 645
Stakeholders are any “individual, group, or party that has an interest in an organization
and the outcomes of its actions. Common examples of stakeholders include employees,
customers, shareholders, suppliers, communities, and governments” (Team, 2023). Different
stakeholders have different interests and priorities. Effective communication ensures that they
receive relevant information and develop a cheerful outlook to the park’s grand reopening and
strategic planning. With the reopening of the park approaching soon, I have identified three key
stakeholders which are employees, customers, and the government. Employees are an internal
stakeholder and play a key role in keeping the park’s daily operations a float and making sure
everything functions smoothly. Customers are an external stakeholder and are a way for the park
to gain revenue and keep a consistent flow of money coming through the park. The government
is also an external stakeholder and is essential to the reopening of the park since that can
determine if the park is able to operate or not.
Crisis Communication
Previously, the theme park organization was in a crisis. This crisis came about when the
safety and the lives of people who go to the theme parks were negatively affected. Since this
crisis happened, all of the theme parks were shut down but since making initiatives to reopen one
location, now the owners and managers of the theme park must prove to all of the stakeholders
that they have learned from the previous crisis and make sure that everyone stays safe. “In
business, a crisis is a situation that threatens the public safety, finances, and reputation of an
organization, its industry, and most importantly, its internal and external stakeholders”
(Stevenson University, n.d.).
Effective crisis communication includes acting swiftly, using the relevant communication
channels, creating a crisis communication plan, and providing employees with crisis
communication and situational management training. A couple of ways to communicate a crisis
to internal stakeholders include emails, presentations, meetings, physical notice boards, online
web portals, and surveys that allow for feedback. For external stakeholders, depending on the
purpose, audience, and message, an organization will need to select the most appropriate channel
to communicate with the external stakeholder. They can use various channels, such as email,
phone, video call, social media, website, newsletter, press release, or face-to-face meeting” (How
Do You Communicate with External Stakeholders?, 2023).
Stakeholders Stakeholder's
Interest in the
Park Reopening
Assessment of the
Impact on the
Stakeholder
(Low/Medium/Hi
gh) and why
Information and
Communication
Needs of the
Stakeholder
Communication
Methods with the
Stakeholder
Employees
(Internal)
-Employees are
invested in the
company’s
performance to
ensure they get
paid and retain
their jobs.
-Are invested in
the reopening of
the park to discuss
wages and
compensation.
-Need to be
reassured that they
will return to a
positive and safe
working
environment.
High
-Employees are
essential to the
reconstruction of
the park. They are
part of the direct
operations of the
park and are the
first faces that
customers see
when entering the
park. Not only that,
but daily
operations might
be affected if
understaffed or if
employees do not
feel safe at the parl.
-The management
and the owner of
the park need to be
transparent and
open in their line
of communication
with employees as
their safety is of
the upmost
importance as well
as the customers.
-Employees need
to be in the known-
on changes in
policies, new
safety measures,
and any updates
regarding the
opening of the
park.
Staff Meetings
(virtual or in-
person). Meetings
that have Q&As at
the end.
Pre-Opening
Speech
Emails
Company Website
Company portals
Customers
(External)
-Customers are
worried about the
safety measures of
the park reopening.
-Customers are
interested in the
park’s current
situation and the
initiatives taken for
the reopening.
High
Customers are key
stakeholders that
help drive revenues
and sales in order to
keep the parks in
operation.
-Customers need to
know the date of
reopening.
-Customers need to
know any updated
safety measures or
initiatives. As well
as knowing about
any promotions,
specials, discounts,
pricing increases,
etc.
Tv Commercials
Radio Stations
Email Marketing
Social Media Ads
Local Papers
Government
(External)
The government
controls and
defines how
enterprises are able
to operate.
Medium
They need to be in
the know about
company
reopening
procedures and
safety measures.
Receive regular
updates in regard
to the reopening of
the park.
Meetings
(virtually/in
person)
Emails
References:
Team, C. (2023, October 4). Stakeholder. Corporate Finance Institute.
https://corporatefinanceinstitute.com/resources/accounting/stakeholder/#:~:text=What%20is
%20a%20Stakeholder%3F,suppliers%2C%20communities%2C%20and%20governments.
Stevenson University. (n.d.). Stevenson University.
https://www.stevenson.edu/online/about-us/news/understanding-the-value-of-a-crisis-
communication-plan/
How do you communicate with external stakeholders? (2023, July 20). www.linkedin.com.
https://www.linkedin.com/advice/0/how-do-you-communicate-external-
stakeholders#:~:text=Depending%20on%20your%20purpose%2C%20audience,face%2Dto
%2Dface%20meeting.
