Every organization needs to have crisis communication strategies or plan, particularly ones in the service or retail industry like 7-Eleven. This is because as these organizations and their physical structures will be frequented by the customers regularly, relations with them have to be good. In addition, the incoming customers will be from varied backgrounds and so the stores’ approach has to be optimal so that it does not attack or affect their personal aspects. Thus, to manage the key target segment of customers, organizations need to develop a crisis communication plan.
In addition, convenience stores like 7-Eleven will sell a wide range of products, and all the products may not be welcomed by all the segments of the customer base and common public. Like in the case of caffeine drink, Cocaine, customers and the general public could protest against the sale of particular items, and so during those times also crisis communication strategies will help. The other key rationale is, if the organizations have a preset crisis communication plan, it will enable the organizations to respond immediately and effectively when the crisis arises.
If they don’ t have one, first the organizations may not know how to respond to the crisis, and also would not have any backup plan if one strategy fails, thus leading to further crisis. “ The inherent lag time in marshaling responses to a crisis can result in considerable losses to company revenues, reputation as well as substantially impacting on costs. ” (Tomar 46). One of the important rationales is, in the current times, where the media plays an omnipresent role, any negative remark against the organization could be taken up by the media and can be blown into a major crisis.
As Tomar (46) states today’ s 24-hour news cycle along with “ gotcha journalism” leads to a media firestorm, when a crisis involving big and well-known organizations takes place, thus impeding “ the ability of the entity to effectively respond to the demands of the crisis. ”
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