Kraft Heinz Crisis Communication Plan

Kraft Heinz Crisis Communication Plan

Possible Crises

There are three categories of potential crises that Kraft Heinz Stores could experience in different parts of the world. This are not all the possible crises that the company stores could face but they are designed such a way that they give the stores an idea of the type of situations that will require the use of a crisis plan. Kraft Heinz aims to ensure all stores are aware of the crisis that could affect any of them irrespective of their geographical location.

1. Natural Disasters

Natural disasters can include floods, wildfire, tornado, hurricane, etc.

2. Perceived crises
3. This could be a misinterpretation of Kraft Heinz’s position on the Second Amendment and animal right amongst other actions either intentional or unintentional that are directly related social and political issues, as well as failure to create and maintain good relationships with the community and gain their support and that of other organizations.

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4. Financial crises
5. Financial crises can range from embezzlement by an employee, fraudulent cash, and customers returning merchandise illegitimately, profit margins reducing drastically, among many others.

Internal Crisis Communication Plan Roles

During their orientation, all employees should be taken through the crisis communication plan. The responsibilities will be shared and handled by the General Manager, Operations Manager, all General Sales Manager, and Merchandising Manager. However, sales associates and team leaders ought to be informed, and they should understand that they are Kraft Heinz representatives.

The Crisis Communication Team

The events of each crisis are unpredictable, and thus it is essential to have a Crisis Communication Team, which will identify actions that need to be taken during a crisis. This team will consist of:

• One General Sales Manager
• Promotions Manager
• Office administrator
• Operations Manager
• General Manager

The first and primary goal of the Crisis Communication Team is to protect the reputation and integrity of Kraft Heinz. To achieve such a goal, the team should:

• Consistently inform the staff of the store on the happening and clearly state their roles in the situation
• Choose the person who will represent the store and be the spokesperson of the store as well as the entire corporation, address public concerns, make official statements, and answer the media any question that may arise.
• Carefully determine the extent of the crisis and thus come up with an appropriate message
• Furnish the media with the necessary information that will restore Kraft Heinz’s credibility.
• Examine and re-evaluate the crisis plan that was used following the event of each crisis.

Protocols for Crisis Communication

• Immediately a crisis occurs, it should be reported to the General Manager, Operations Manager, Product Manager, or General Sales Manager
• In a crisis, only the chosen spokesperson from the communication team will respond to any public concerns, speak to the media, and clarify the store’s position. The rest of the staff is required to direct any public inquiries of any media professionally and politely to the spokesperson. Employees are prohibited from giving any information.
• All Kraft Heinz stores are required to respond to any form of attention from the media with strong statements that present factual information in a delicate and professional manner, and the information should be designed such that it will restore the credibility of the store and the entire company.
• All stores should respond to the media, both social and mainstream media in real-time since any lack of response will lead to adverse reactions from the public.
• Personal and sensitive information should always be kept confidentially.

Dealing with the media

• During a crisis, the most important relationship is with the media. Kraft Heinz’s retail stores are tasked with maintaining such relationships so as to effectively communicate to the public in order to regain the credibility of the company and the confidence of the customers.
• Besides mainstream media, retail stores should designate one member of the Crisis communication team to handle social media, which is now robust than ever.
• The member should monitor what is being said, who is saying it, and giving factual information that is aligned to the stand of the company where possible.
• The rest of the staff should be encouraged not to post or comment on posts that are related to the crisis to avoid any form of miscommunication.

Pre-Crisis Preparation

• An email or phone list should always be available to reach the members of the crisis communication team immediately a crisis occurs
• The stores should document all possible crises as this will help the crisis management team plan on such a crisis and any potential outcomes. See appendix 1 below
• The spokesperson should always be identified and trained
• Update the media contact list and any other relevant contact information
• Always have preapproved official statements
• Identify the resources to be used and the crisis communication center
• Staff should always be trained on different possible crisis and their role in each of them

Crisis Management Checklist

Each store is expected to review the crisis management steps outlined below and adjust them regularly to meet different kinds of crises.

• Ensure Safety of everyone around. If need be, call 911.
• Notify the crisis communication team immediately
• Review the crisis and document facts
• Communicate the situation to the staff member and if possible contact the corporate manager and inform them
• Prepare to address the media and the public at large.
• Review the situation
• Determine the audience
• Come up with an appropriate response and action
• Formulate a message that addresses the concerns and ensure the communication is transparent.
• Addressing the public
• Contact the entire internal audience i.e., staff, headquarters
• Evaluate the success of the message
• Continue informing the stakeholders, public and the staff the progress of the situation
• Give a proposal on some of the possible solutions that will be implemented to avoid such events in the future.
• Continue to communicate after the crisis.

Crisis Management Evaluation

• Ensure the crisis is solved exhaustively
• Review the process of communication
• Assess the media coverage of the crisis
• Correct errors and file an improved plan