The Strength Of Chipotle 's Media Relations Essay

1634 Words Dec 2nd, 2016 7 Pages
Crisis. Whether you are an organization who is new to the industry, or a well-established brand, no company is immune crisis situations. Events of this nature if not managed correctly, have the ability to bring even the most impervious seeming companies to their knees. Chipotle’s ineffective communications’ response during their 2015 E. coli crisis, has had detrimental repercussions to the brand’s public image. The focus of my paper will assess two months in this yearlong crisis, specifically December 2015 and January 2016, and the events following this period of time these moments in time are outside the scope of this paper. My analysis I will address the strength of Chipotle’s media relations tactics, drawbacks and outcomes of these tactics, and offer recommendations that the organization could have implemented to effectively reduce the dangers of this crisis and preserve their long-standing reputation. Effective communication is a fine art that must be enacted with precision, as it holds the keys to a company’s survival or demise.

Before one can analyze the intricacies of Chipotle’s media relations activities during the E. coli outbreak, a little background into the incident. Once one of the world’s most beloved Mexican eateries, Chipotle Mexican Grill face one of the greatest threats to its reputation, with its second outbreak of E. coli in November 2016 until February 2016. E. coli infiltrated their restaurant locations, contributing to the illness of…

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