Research Report Communication in Disaster Response

Literature Review
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February 25, 2019
Literature Review
This section would talk about the communication strategies that the Canadian company Loblaw used in communicating the disaster that happened Bangladesh. In 2013, 1100 workers died as a factory operated by Joe Fresh clothing (Loblaw’s grocer) collapsed due to cracks in the walls CITATION Mec19 \l 1033 (Meckbach, 2019). Since this had created a major impact to Canada’s largest food retailer, both towards its revenues and reputation, a careful and prompt communication strategy was needed. Nonetheless, the company used a proactive and outward approach focused on its concerns towards the welfare of the families that the deceased workers has left behind. They have included “long-term, direct financial compensation for the victims and their families”, even if opinions towards the matter in courts leaned towards the idea that it is not their fault CITATION Str18 \l 1033 (Strauss & Marotte, 2018). In the succeeding sections, this communication strategy would be analyzed in light of theories about how can companies communicate effectively during disasters.
Communication in Disaster Response
Marketing strategy during crisis is one important aspect of a company’s marketing strategy. It must be well-formulated, disseminated, and implemented in order to prevent the conflicts and anxiety created by such events in both the internal and external environments of the organization CITATION Pit \l 1033 (Pitt, Treen, Pitt, & Vella, n.d.). This means that the communications strategy must also be prompt and outward in such a way that addresses the disaster rather than avoid it. Although there are different strategies as to how this could be done, the use of an outward and proactive approach is one effective way to achieve these goals CITATION Coo19 \l 1033 (Coombs, Holladay, & Tachkova, 2019).
Proactivity and Outwardness
In an article written by Chang (2015) about the differences between a proactive and reactive approaches to communication strategies, he noted that one of the main importance of having a proactive approach is that it helps the company demonstrate its corporate social responsibility towards its effects in the society. In turn, this helps create a buffer between the outcomes of the disaster, which could somehow mitigate its adverse effects on both the company’s internal and external functions. In another study done by Norrman and Jansson (2004), they found out that this proactive approach (coupled with an outward attitude) helps lessen the exposure of the supply chain to such risks that could be brought about by these disasters. In the case of Loblaw, the company released its statement just a few days after the disaster. Its Spokeswoman Julija Hunter said in a press conference that “We are working to ensure that we will deliver support in the best and most meaningful way possible, and with the goal of ensuring that victims and their families receive benefits now and in the future” CITATION Fre13 \l 1033 (Freeman, 2013). This is one example of Loblaw’s proactive and outward approach towards disasters, especially considering that this was do...