The paper "Crisis of Kentucky Fried Chicken in China" is a great example of a business case study. Communication helps create success in the workplace. Business communication is thought of as an activity to solve problems where different questions are addressed. Actually, according to Cardon (2014, p. 4), the questions addressed often cover pertinent issues regarding the situation at hand and the possible communication strategies. the best course of action is thus designed in accordance with the chosen message. In light of this, this particular paper addresses key issues regarding communication and communication strategies during an incident/crisis while focusing on the crisis that befell KFC in china two years ago Kentucky Fried Chicken(KFC) is unquestionably one of the most successful multinational businesses around the world running multiple chains globally.
While the company has been enjoying robust growth and excellent business performance over the years, it never occurred to the management that a crisis was looming, a crisis that had the potentials of significantly crippling its business performance. KFC suffered enormous damage to its reputation when reports by state-run China central television (CCTV) accused KFC of selling chicken with unapproved antibiotics and growth hormones.
On following up on the report in May 2013, it was reported that KFC’ s ice in drinks contained more bacteria than that in toilet water (Barris, 2013 p. 1) The number of customers in KFC china drastically reduced with the estimated number of avoided restaurants in china being about 4,400. Thus, due to 2013’ s long decline in sales, Yum Brands, which is KFC’ s parent company that also generates more than 50% of its total revenue, was also seriously affected (Kelso, 2013 p. 1). This scenario was indeed quite critical and precarious hence when considered keenly, effective communication was the only key to KFC reducing the impact of the situation by a significant margin.
As the opportunity cost of better communication, KFC’ s market performance significantly declined. With a focus on effective communication as pivotal in the whole process, there are significant ways in which the crisis can be communicated effectively, with building the crisis strategy around the social media being the first step. Chinese, just like other consumers, quickly use social media power to pressurize companies.
KFC should make good use of social media listening tool. The tool has to work in different languages, translates accurately and should be able to track issues. This is because there are people in china who cannot understand the language. Likewise, shortening the chain of command is often necessary during such times. KFC is supposed to empower its employees to communicate in case of a crisis. This would effectively work by the company training its employees on its key messages. A local employee is chosen to speak to the media about the crisis at hand (Carrol, 2013 p. 4). As well, it can be addressed by becoming one’ s own media outlet.
Owned media is used to show what one is doing to solve the problem. KFC during this crisis could post out videos of programs and procedures of how it’ s managing the crisis. They could also use staff as spokespersons to talk about their obligation to put out safe products.
Cardon, P. W. (2014). Business communication: developing leaders for a networked world. New York, McGraw-Hill Irwin.
Messner, W. (2013). Making the compelling business case decision making techniques for successful business growth. Basingstoke, Palgrave Macmillan.
Lester, P. M. (2014). Visual communication: images with messages. Boston, Wadsworth/Cengage Learning.
Carroll, C. E. (2013). The handbook of communication and corporate reputation. Chichester, West Sussex, Wiley-Blackwell. http://public.eblib.com/choice/publicfullrecord.aspx?p=1158626.
McCon, S 2013 on 2013 Top PR crises so far, online video, vieed 12 July 2013, https://www.youtube.com/watch?v=X00fP9-xEtc
Brief, A. P. (2008). Diversity at work. New York, Cambridge University Press. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=228099.
Wright, T., & Conley, H. (2011). Gower handbook of discrimination at work. Farnham, Surrey, England, Gower Pub. http://public.eblib.com/choice/publicfullrecord.aspx?p=684516.
Slatkin, A. A. (2010). Communication in Crisis and Hostage Negotiations Practical Communicaton Techniques, Stratagems, and Strategies for Law Enforcement, Corrections and Emergency Service Personnel in Managing Critical Incidents. Springfield, Charles C Thomas Publisher, LTD. http://www.SLQ.eblib.com.au/patron/FullRecord.aspx?p=536959.
Kelso , A 2013, Yum! Brands: Pizza Hut China not affected by KFC supply chains crisis, p.1, viewed 6 February 2013.
Brady, D 2013, KFC’s China Recovery at Risk of Being Flushed Away, p.2, viewed 23 July 2013.
Laster I., & Stiles, J. (2010). Words that work in business a practical guide to effective communication in the workplace. Encinitas, CA, Puddle Dancer. http://site.ebrary.com/id/10417043.
Hu , Ming 2014, Explore Brand Crisis Management Strategy of Food Industry from KFC, viewed 27 September 2014, pp.1-7
Gillis, T. L. (2011). The IABC handbook of organizational communication: a guide to internal communication, public relations, marketing, and leadership. San Francisco, Jossey-Bass.
Booth, S. A. (2015). Crisis Management Strategy. Taylor and Francis. http://lib.myilibrary.com?id=832764.
Bernstein, J., & Bonafede, B. (2011). Manager's guide to crisis management. New York, McGraw-Hill.
Mcluhan, E., & Mcluhan, M. (2011). Theories of communication. New York, Peter Lang.
Strategic Vision LLC . (2014). Brand & Corporate Fiascoes :2013 Crisis Communications Recap, viewed 2 Januaary 2014, p.1. http://www.strategicvision.biz/test/tag/kfc
Barris, M. (2013).Crisis expert: KFC needs new faces, not new ad campaign, p.1, viewed 11 October 2013. http://usa.chinadaily.com.cn/us/2013-10/11/content_17023703.htm