Individual Research – Final Report
BUSI 1073 Business Writing and Communications (Section A) (16W)
Sashank Bhavsar
Yorkville University
Instructor: Erika Wallgren

Introduction A corporate communication strategy can help any organization be effective in their communications with their stakeholders, customers, and the public at large. When an effective plan is developed, it can help an organization streamline their communication process throughout the entire company. After the Lac-Megantic crisis in June 2013, PR representatives believed that many executives from the Montreal Maine & Atlantic Railway (MMA) failed to effectively communicate the tragedy. What most companies tend to overlook is how they will approach a crisis from a communications perspective (Kirby, 2010). No matter what field of business you are in, there should be a crisis communication plan. This report will show an effective approach to develop a crisis communication plan.
Developing a Crisis Response Strategy In the report written by Hanna Park, “EXPLORING EFFECTIVE POST-CRISIS RESPONSE STRATEGIES”, she defines a crisis communication strategy as what a company does and says after a crisis (Park, 2013). This means that any inappropriate response by a company can lead to a negative consequence compared to a quick and proper response helps manage a crisis in a more effective way which can then also help to minimize reputational damage. A company’s initial response will be considered the company’s initial reaction to the crisis right after the crisis. The company should first let people know what happened and how the crisis may affect them by instructing information. This will allow them to protect themselves physically from a crisis (Sturges 1994, p. 308). The next step would be for the company to develop a message for the affected public and consumers to reassure them and let people