Silence in Turmoil of Crisis

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Silence in the Turmoil of Crisis Case Study 1) In 2009, there were 714 salmonellosis cases and nine deaths in 43 states led by PCA’s salmonella-tainted peanut products that were used in more than 3,900 food items. PCA’s failed manufacturing practices included unsanitary premises and improper equipment maintenance. These unsanitary conditions proved to test positive for salmonella, beginning their crisis and an organizational communication failure. Although PCA was aware of the complication with food poisoning, they offered minimum communication with the public. PCA offered no public statements about its product recall until January 13, 2009, months after salmonellosis cases had been found to be a result of their company’s practices. Their unprofessional practices continued to lead to a large-scale organizational communication failure as the public rose to confusion by not having any information. Hallman and Cuite (2010) stated, “Confusion can arise when consumers have too little information about contaminated products”. They explained that if consumers “cannot successfully distinguish affected from unaffected products, they are likely to either under-react by assuming that they do not own any of the recalled products or over-react by discarding or avoiding the purchase of anything that resembles it”. PCA’s lacks of adequate responsibility for their wrong doings lead to ethical dilemmas and communication failure. 2) Organizations may want to stay silent during crises for multiple reasons in regard to corporate protection. Many organizations stay silent during complications as they fear that open communication with the public will work against them in legal battles caused from the problem. There is a threat that lies within the legal repercussions to such disclosures, but unfortunately this silence will create ethical dilemmas for organizations.

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