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ByHeart Crisis Communication Review

The document outlines a team task to evaluate a crisis involving ByHeart, focusing on the seriousness of the situation, the company's response, and the effectiveness of its communication. It includes guidelines for a crisis review, emphasizing clarity, empathy, responsibility, and transparency. Additionally, it describes a separate crisis scenario involving unauthorized image use by Ludwig+, highlighting the public backlash and the need for effective damage control.

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tijarvis
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13 views4 pages

ByHeart Crisis Communication Review

The document outlines a team task to evaluate a crisis involving ByHeart, focusing on the seriousness of the situation, the company's response, and the effectiveness of its communication. It includes guidelines for a crisis review, emphasizing clarity, empathy, responsibility, and transparency. Additionally, it describes a separate crisis scenario involving unauthorized image use by Ludwig+, highlighting the public backlash and the need for effective damage control.

Uploaded by

tijarvis
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Your Task

Working together, your team will read a curated set of news coverage, regulatory
updates, and ByHeart’s own statements.​
Then, your team will write a brief crisis review evaluating:

1.​ How serious the crisis is


2.​ What ByHeart is doing in response
3.​ How well ByHeart is communicating with the public
4.​ Where the company’s messaging succeeds—and where it falls short

Your review should reflect the principles of crisis communication we practice in C204:
clarity, empathy, responsibility, transparency, organization, and audience-centered
messaging.

Team Deliverable
(300–400 words)
Your team’s crisis review must include:

1. Crisis Summary (Concise & Factual)


●​ What happened?
●​ Who is affected?
●​ How serious is this situation?
●​ What do CDC/FDA sources say?

2. Evaluation of ByHeart’s Response


Using the principles of crisis communication, evaluate:
●​ Tone & empathy (parents/caregivers are the primary audience)
●​ Responsibility (does the company accept responsibility appropriately?)
●​ Clarity (are instructions and next steps understandable?)
●​ Transparency (is uncertainty acknowledged? is new info addressed?)
●​ Timeliness (are updates frequent and consistent?)
●​ Document design (headings, skimmability, structure, hotline visibility)

3. Strengths & Weaknesses


Identify two strengths and two weaknesses in ByHeart’s messaging across its
website, statements, and recall pages.

4. Recommendation
End with one or two specific improvements ByHeart should make to better support
parents and maintain brand trust.

Submission
●​ One submission per team
●​ ~300–400 words
●​ Upload to Canvas as a PDF or Word document
●​ Include all team member names
Crisis Scenario C
— Unauthorized
Image Use
Background
Your “real customer energy” campaign was so vibrant and joyful that the retail client
✨ ✨
approved it with three sparkle emojis . The creative direction? Bright, authentic,
candid, full-of-life.

The Rise
●​ Early mockups make the client tear up (“It feels so human!”)
●​ Ludwig+ creatives declare the color palette “chef’s kiss”
●​ A freelancer jokingly says, “If this went viral, I wouldn’t be surprised.”

(That freelancer regrets everything now.)


But Then…
A placeholder photo — included only as “inspiration” — is accidentally published in a real
ad. The person in the photo sees it.

On Instagram they write:

“Hi. I’m flattered? But also — WHY IS MY FACE IN THIS???”

The Fallout
●​ The post hits 20k likes in 3 hours
●​ Commenters launch the hashtag #FreeMyFace
●​ A lifestyle reporter emails Ludwig+, subject line: “Image Rights Inquiry”
●​ The client uses the phrase you never want to hear: “deeply disappointed”

Your Challenge
Untangle the mix-up, protect the client, and ensure the public believes Ludwig+ does not
steal faces.

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