Country : Australia
Assignment Task

 

Abstract

Purpose
This paper will critically evaluate the crisis communication strategy employed by the Mattel Inc. during the large-scale product recall from June to November, 2007.

Overview
Crises are unpredictable events that can impact an organisation’s viability, credibility and reputation (Baker, 2001; Mitroff, Shrivastava, & Udwadia, 1987). They are a prominent feature of the business environment with the potential to damage any organisation (Baker, 2001; Mitroff & Alpasian, 2003; Olaniran & Williams, 2001; Pauchant & Mitroff, 1992). As organisations use mass media to communicate their key messages to stakeholders during crises (Arpan & Pompper, 2003; Fearn-Banks, 2002), the way mass media frame coverage and the manner in which those key messages are interpreted by the key publics can adversely impact on the organisation (Pan & Kosicki, 1993; Patterson, 2004). A recent study conducted by Oxford University identified more than 90 percent of communication during a crisis was not controlled by the company in focus, rather the media set the agenda in terms of coverage (Kirk cited in Cincotta, 2005 ¶ 9). This illustrates that media liaison is critical during times of crisis. Further, the media’s influence over crises has evolved with the digital revolution to instantaneous, exhaustive, global coverage (Barr, 2000; Kimmel, 2004; Michelson & Mouly, 2002).

Mattel Inc.
Understanding the company history and role that Mattel Inc. (hereafter Mattel) has played in the toy-manufacturing marketplace assists in contextualizing the impact the
recall crisis of 2007 on the organisation. Mattel is the world’s largest toy manufacturer (Story, 2007) and one of the world’s most recognised toy brands. The company produces some of the most recognizable brands in children’s toys including Hot Wheels, American Girl, Dora the Explorer, Tyco, Power Wheels and of course the iconic Barbie (Mattel, 2009). However, since 2002, all Mattel toys have been produced offshore with the closure of the company’s’ last factory in the USA.

CONCLUSION
Using Fearn-Banks to critically evaluate the Mattel recall helped to demonstrate how well the company was able to manage the recall crisis. Their strength in both the detection and prevention and preparation stages laid a solid foundation on which to build a strong communications plan. This allowed Mattel to move smoothly through the containment phase, and into recovery, as demonstrated by their annual report and additional third party accolades.
In future, it would be beneficial if theories like Fearn-Banks would adapt to become more circular. Although the stages can easily be depicted as a cycle, a shift in perception throughout communications theory would challenge scholars to view a crisis as having a continuous flow.

 

This Arts & Humanities Assignment has been solved by our Arts & Humanities experts at UniLearnO. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.
Be it a used or new solution, the quality of the work submitted by our assignment experts remains unhampered. You may continue to expect the same or even better quality with the used and new assignment solution files respectively. There’s one thing to be noticed that you could choose one between the two and acquire an HD either way. You could choose a new assignment solution file to get yourself an exclusive, plagiarism (with free Turnitin file), expert quality assignment or order an old solution file that was considered worthy of the highest distinction.

  • Uploaded By : Brett
  • Posted on : May 11th, 2019
  • Downloads : 213

Whatsapp Tap to ChatGet instant assistance