Table of contents
| Rich media | Long-format
writing |
| -
Videos | - News articles & blog
posts |
| - Audios | - Emails |
| - Images | Websites |
| - Documents | Personas |
| Pattern of
Life |
Content is also organized by stages of a
crisis:
VIDEO
1️⃣ INCITING INCIDENT
4️⃣ RESOLUTION
AUDIO
Here are some audios for
possible
phone calls in case of
product
recall
1️⃣ INCITING INCIDENT
"Hi, have you
seen the news? I’ve
reported the issue and
we need to handle the situation as soon as
possible to avoid a
reputational
crisis.
"Hello. I can’t
believe this is
happening. I’ve been
told about our
products being wrongly
labelled. I hope you
can take into account
the severity and the
danger of the
situation as allergic
people have problems
with
them."
"Hi! I’ve been
told that a kid has
consumed one of our
products, which
contained harmful
elements inside. How
is this possible? We
need to investigate it
as soon as possible
and handle the
situation."
2️⃣ WORLD REACTIONS
3️⃣ RIPPLE EFFECT
"Hi. Look, about
the situation… I
wanted to let you know
that I feel a bit
confused as I didn’t
receive any info from
you about what to do.
I’d appreciate it if
you did
so."
"Hello. I wanted
to talk to you because
our sales are falling
due to your product
issue. If you can’t
solve this problem,
I’ll have to work with
another
company."
4️⃣ RESOLUTION
"Hi, finally
good news. The supply chain is back in order. Well
done!
IMAGES
DOCUMENTS
Here are some files
(PDFs)
that
you can use in your
scenarios:
1️⃣ INCITING INCIDENT
2️⃣ WORLD REACTIONS
3️⃣ RIPPLE EFFECT
4️⃣ RESOLUTION
PATTERN OF LIFE (Stacks)
1️⃣ INCITING INCIDENT
- I was
eating
{data.product}
from
{data.company}
just
yesterday!! Am
I gonna
die??
- How are people
supposed to find
out if
they are ill or
something? Any
symptom
guidelines?
#{data.company}
- I ate {data.product} and now I feel sick
- I'm really about to vomit, just ate some {data.product} as well
- My girlfriend bought a
{data.product} today -
just went to the
fridge and it's
{data.issue}
- my {data.product} is
totally {data.issue}
:(
2️⃣ WORLD REACTIONS
- It's good to know that {data.product} is
{data.issue} now before spending some
money on it
- I thought that {data.company} was worried
about their products and consumers... not
anymore I guess?
3️⃣ RIPPLE EFFECT
- We are so sorry for the inconvenience with
{data.product}. We can't do anything until
{data.company} solves the problem.
- We keep receiving complaints from
customers about the lack of {data.product}
in stores. We are waiting for
{data.company} to clarify the
situation.
- My children usually get {data.product}...
are they at risk?
- I suspect this tampering wasn't an
accident...
- Our customers can always enjoy our
{data.product} without any kind of risk or
danger.
- Imagine having a {data.product} and not
having to worry about any tampering...
Just enjoy it! ;)
4️⃣ RESOLUTION
- We are so glad to announce that we finally
solved the problem with our product. We
are very sorry for the inconvenience and
we'll make sure this won't happen
again.
- Thank you for the patience! We always
think of all our customers!
BLOG POSTS & NEWS ARTICLES
1️⃣ INCITING INCIDENT
✒️ Dangerous elements found
in food / drink
Did you want to know what are {data.product} really made of? Now you do, thanks to several {data.product} recalled Wednesday after bits of {data.element} were found in them. The owner of {data.company} says three types of his {data.product}, contained {data.element}
2️⃣ WORLD REACTIONS
✒️ Next steps
info
Due to the recent product recall by {data.company}, the Government has issued a set of steps for customers, who need to return any unopened product samples to their local supermarkets. If sealing has been opened, customers are requested to dispose of the product safely, so no further consumption is possible.
✒️ News about customer
complaints
Customers of popular {data.product} are gathering at the gates of {data.company} offices downtown. Scared and angry, hundreds of people demand an explanation for the recent recall of a batch of {data.product}, in which traces of {data.element} was found. “My kid was seconds away from consuming a deathly bite”, one protester says. “We are obviously considering a class action against such a negligent firm”.
✒️ Union worker
blogpost
This outbreak is the result of too few staff dedicated to inspection and cleaning duties and arrives as a direct result of your negligence and in ability to listen to Union advice.It's vitally important that management now take immediate steps to protect the workers from any slurs or malice from internal or the public.We will not tolerate any job loses as the result of this tragedy.It's my opinion that we should categorically deny any wrong doing in order to prevent further damage to the company and to ensure the protection of worker's jobs.
3️⃣ RIPPLE EFFECT
✒️ Retailer stops selling
products
{data.company} is having another setback this week since a widespread supermarket chain has refused to continue selling any of their products. This is a hard blow for a company that manufactures more than 20 types of products when only a limited batch of {data.product} has been recalled. “We cannot understand why this major chain is refusing to provide their customers with our products, as there is no risk of cross-contamination”, {data.company} spokesman stated.
✒️ Suspicions on
tampering
New developments on the recent recall of {data.company}’s {data.product}. Further investigation of the packaging plant has revealed that product contamination might be malicious. The popular {data.product_type} has been allegedly tampered with, as traces of {data.element} were found in some batches.
4️⃣ RESOLUTION
✒️ Successful
recall
{data.company} has successfully recalled all products with no further incidents. “We want to thank our loyal customers for their fantastic support and confirm that all our products and supply chain is back to normal now”, {data.company} spokesman stated.
This morning, a {data.company} customer complained on social media about {data.issue}.The company began an investigation at that time and they realised where the problem came from.As a result, a whole batch of poor-conditioned {data.products} had been placed in different selling points.Due to this incident, the company has raised an official statement, where they affirm the following: {data.statement}
EMAILS
1️⃣ INCITING INCIDENT
Operations have identified locations where suspected Listeria species may be present in our facility, and they continue to extensively clean and sanitize those areas and make additional enhancements to the facility and our procedures based on the environmental test results.We’re likely to periodically find microbiological indications in our facilities as we keep looking.
As you might have heard, we have a major issue with the labelling of one of our products: {data.product}. This is really serious, as the product contains {data.ingredient}, which is extremely dangerous for those allergic. There has been a printing problem and the label does not show the presence of this ingredient. Please, let’s take fast action before someone has a reaction to our product.
We need to react to this problem with {data.element} found in {data.product} asap. Media has picked up the story of a child getting hurt while consuming our product, and this is going to be really bad news for us. What should we do next?
I feel that we need to make a statement to the press but I'm unsure if the timing is right for an apology.If the {data.bacteria} really did come from our factories then we really do owe a heartfelt apology.However, I'm concerned that the contamination is from some other source and then we'll end up carrying the can for a bug that's not of our making.
2️⃣ WORLD REACTIONS
We're getting a lot of press enquiries but I'm not so sure I want to tie a single person to this task.It would be much more operationally efficient if the MarComs department could handle this as a team.Please advise what you think is best.
Have you checked our social media? There is a storm out there, could you please take care of all the customer complaints? We need to be responsive at this time.
We have a problem, lots of customers are complaining on social media about {data.product}, they are saying the product is {data.problem} when they open the package. We need to investigate this issue asap and detect in which step of the supply chain the corruption started. Obviously, we also need to start recalling that batch.
3️⃣ RIPPLE EFFECT
I have bad news. {data.media_group}, the media group behind magazines such us Urbane, He&She and Joy, is withdrawing all of our advertising. They claim it is related to the {data.product} recall, but there might be more to it, as they are taking all our banners out, even from other products. What should we do? This can be a disastrous sales drop for the whole brand.
4️⃣ RESOLUTION
Hello everyone,
I just wanted to thank you all for your hard work and quick response during the recall. It has been difficult times, but the end of the storm is finally here. Let’s get back to business as usual!
WEBSITES
Check
out
how to
insert
any real
or
fictional
website in
the browser
channel.