Scenario Summary:

Sims Snacks is a regional baker of pretzels, cookies and crackers in Chattanooga, Tennessee. With just over 200 employees working at its sole location, Sims manufactures snacks under several brand names including FunTime and Old World. These are sold primarily through small grocery stores and regional discount chains, although their products are currently being considered for in-flight snacks on a regional airline based in Texas. In a city hit hard by industrial job loss, Sims has never had to lay off any employees since it was founded by Albert Sims in 1955.

In nearby Ringgold, Georgia, 6-year-old River Clarkson opened a family-sized box of FunTime Animal Crackers purchased at the local Dollar Mart. Slithering out of the box, a live snake surprised the young boy. At first, River squealed at the scary new toy in his box of snacks. His mother recognized it as a live snake, however. She immediately chopped the snake with a kitchen knife and brought its two pieces to their local county extension office.

While waiting for information about the snake, River's parents returned to the Dollar Mart with their report of the snake. Since it was lunchtime, only the new assistant manager of the store was on duty. He called the store's headquarters, who referred him to Sims.

Tired of what they perceived as a runaround, the Clarksons called an Atlanta TV station, who dispatched a camera crew to Ringgold.

Your Role/Assignment:

You are the new corporate communications manager for Sims. You have just been contacted by the Atlanta TV reporter for a statement and possible interview. You must decide how to deal with this reporter and the press in general.

You just learned that the county extension agent, with assistance from state university herpetologists, identified the animal as a corn snake, likely-but not certainly-to have been someone's pet before entering the box of animal crackers. They also determined that the snake had not penetrated the inner wrapping of crackers; it had been between the inner bag and the box.

Question: Communication Plan

1.The executives of Sims Snacks have made clear what's at stake. First, what will be your focus and primary message when communicating with the television station? Will you agree to the on-camera interview? Why? If you agree, who will you present as spokesperson for your company-one of the executives or yourself? Will you present other experts as well?

2. What are the possible effects on your constituencies? What other steps will you take to communicate during this crisis?