A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done?单项选择题
A
a) begun a pulsing advertising campaign
B
b) ignored the publicity and assumed it would go away
C
c) used an ad campaign based on a fear appeal
D
d) implemented its crisis management plan

Question

A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done?单项选择题

A

a) begun a pulsing advertising campaign

B

b) ignored the publicity and assumed it would go away

C

c) used an ad campaign based on a fear appeal

D

d) implemented its crisis management plan

BlackTom AI · Accepted Answer

Crisis management requires immediate, transparent action that protects public safety and the organization’s reputation; therefore, the company should have implemented its crisis management plan (d).

Relevant knowledge points and concepts:
- Crisis management: predefined steps for communication, containment, remediation, and reputation repair.
- Stakeholder communication: rapid, honest notifications to regulators, residents, media, and employees.
- Remediation and verification: stopping the hazard, fixing the source, and using independent testing to verify safety.
- Reputation repair: consistent messaging, acceptance of responsibility when appropriate, and long-term corrective actions.

Step-by-step reasoning:
1. Event detection: hazardous waste leaked into the water supply — an immediate public-safety crisis requiring urgent action.
2. Containment and remediation: the company stopped the leak and paid for purification — correct operational steps but insufficient alone.
3. Communication protocol: a crisis plan dictates notifying authorities, informing the public quickly, assigning an official spokesperson, and providing regular updates. Failure to do so allows speculation and negative coverage.
4. External validation: the plan would include independent testing and public release of results to rebuild trust.
5. Long-term measures: auditing waste-handling practices, compensating affected residents if needed, and publishing corrective steps to prevent recurrence.

Why option d is correct:
Implementing the crisis management plan would have combined the technical fixes the company performed with coordinated, transparent communication and third-party verification, minimizing negative publicity and restoring stakeholder trust.

Why the other options are incorrect:
- a) Pulsing advertising: advertising during a safety crisis appears defensive and can be seen as tone-deaf; it doesn’t address safety or credibility.
- b) Ignoring publicity: silence breeds suspicion and allows misinformation to spread; it worsens reputation.
- c) Fear appeal ads: using fear to influence public opinion is unethical here and would likely backfire by increasing outrage.

Conclusion: The correct action was d) implemented its crisis management plan, which aligns with the authoritative answer and would best protect public safety and the company’s reputation.