Crisis Statement
Scenario:
Fast casual chain Chipotle received a shipment of romaine lettuce tainted with listeria, a harmful bacteria. A 64-year-old woman who ate a taco salad at a Chipotle restaurant in Des Moines, Iowa came down with food poisoning and is in a local hospital in critical condition. There are reports that Chipotle locations across the Midwest have also been affected. For example, the company has been alerted about hospitalizations stemming from affected lettuce at its locations in Elgin, Ill., Decatur, Ill. and Sandusky, Ohio.
Important context and facts:
- The company doesn’t know exactly how many people have gotten sick – it only knows for sure that there is one person hospitalized in Iowa. It doesn’t yet know exactly how people have been hospitalized or how many cities and towns are affected but it did hear about hospitalizations after people ate at its Elgin, Ill., Decatur, Ill. and Sandusky, Ohio locations.
- The situation is developing quickly and will require several updates: this is the first statement in what is likely to be a series of statements.
Instructions:
- Create a brief 200-word statement that explains what Chipotle knows. (What it knows, when it found out, what’s not clear). Reassure the public.
- Do not speculate about what might have happened or how it happened. Explain what the company knows, what it’s doing to find out more information and plan for updating the public.
- Explain how it will provide alerts and updates as it learns more. Where should reporters and the public look? Explain briefly.
Keep in mind:
- You do not need to use the internet for additional research or data unless you want to.
- You may make up “facts” or “data” to support and reinforce your points and the facts I have provided.
- Please use AP style and consult your style guide – this is part of demonstrating an understanding of PR concepts.
- Please refer to the material you have on pitches and your own writing to help.
- Please edit and proofread your writing.
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