Silence in Turmoil

Silence in Turmoil Order Description Must address discussion questions at the end of the reading be graded on content and how well you understand the course material, reasoning and how well you amalgamate the material. Proper grammar and mechanics is crucial and will be a part of your grade. i ‘ C A S E S T U D Y 1 9 Silence in the Turmoil of Crisis Peanut Corporation of America’s Response to Its Sweeping Salmonella Outbreak Alyssa Grace Millner and Timothy L. Sellnow i i i This case explores how organizations should engage in crisis communication, seeking to balance open communication with the public and self-interest. It addresses the ethical dilemma between a desire for open disclosure and the realistic threat of legal repercussions to such disclosure. Finally, it also considers the degree to which different interest groups-the company, the industry, consumer advocacy groups, and government regulators, among others-«are responsible for identifying problems and alerting the public. Organizational crisis communication literature consistently calls for prompt, open, and honest responses by organizations facing crises (Seeger, 2006). In direct contrast, organiza- tions’ legal counsels frequently recommend limited responses, fearing detailed communi- cation will work against the organization in legal battles stemming from the crisis. Hearit (1995) explained, “Corporate rhetors that admit responsibility virtually invite lawsuits” (p. 13). Organizations connected with public crises struggle with the tension between open communication and self-protection. Indeed, many debates arise inside corporate headquar- ters as leaders prepare their crises responses (Coombs, 2007). Thus, the tension between a desire for open disclosure and the realistic threat of legal repercussions to such disclosure creates an ethical dilemma for organizations. Peanut Corporation of America (PCA) leaders faced this communication dilemma when they found themselves at the heart of a salmo- nella outbreak the US. Department of Agriculture (USDA) referred to as “one of the largest food safety recalls ever in the United States” (Wittenberger & Dohlman, 2010, p. 1). Salmonella is a common cause of food poisoning. In fact, salmonella is America’s lead- ing source of food poisoning (Brumback & Alonso-Zaldivar, 2009). Salmonella is spread when humans consume foods contaminated with animal feces (Centers for Disease Control and Prevention [CDC] 2009). Frequently salmonella-contaminated foods are of animal origin, but any food product can become tainted with salmonella, as was the case 261 Discussion Questions 1. To what extent did lapses in PCA’s manufacturing practices lead to a large scale, organizational communication failure during the crisis? 2. When should large organizations such as PCA take the silent approach or a vocal approach? Why would a organization want to stay silent or voice their side? 3. To what extent were the proxy communications justified in stepping forward to communication during the crisis? 4. Were all of the organizations and agencies described in the case equally justified in assuming the role of proxy communicator? 5. What are the potential complications for proxy communicators in crises? 6. If PCA had decided to communicate during the crisis, what messages of communication would have been most important to stakeholders? What messages would have been most helpful for consumers? 7. If you were the head of a major organization, how would you handle this situation from the top to bottom of your given organization (I.E. employees, media, consumers, etc)? PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT :)