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BMW Brilliance Automotive Ltd.
Crisis
Communication
Plan Kaiqi Xue
Crisis Communication
Northeastern University
October 2014
1
(Background—BMW Brilliance Automotive Ltd. (BBA), located in Shenyang China,
is a nationwide joint venture of BMW Group and Brilliance China Automotive
Holdings Ltd. It connects and cooperates closely with BMW Group Region China.
The main business of BBA is to manufacture 3 types of BMW cars, to sell them and
other imported BMW cars, and to provide after-sales services in the mainland of
China.)
Crisis Inventory
The probability of each crisis is estimated according to the events that occurred
recently in China, and information gathered on the Internet. The talent leaving and
cars being recalled are now occurring in China.
In this exercise, I will design the crisis communication plan around two crises which I
think are most likely happen: Production Failure (recalling cars) and Talent Leaving.
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4.5
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0 1 2 3 4 5 6
Transportation delay
Natural disaster
Strikes from employee
Production failure(recall sold cars)
Customers protest/boycott
Computer failure
Computer hacking
Talent leaving
Lawsuits
Damage Probability
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Introduction
Dear BBA employees,
BMW Brilliance Automotive Ltd. (BBA) was founded in 2003. With the hard work of
all the employees, BBA is now able to thrive and provide the best services to our
customers.
However, the future is unpredictable. Any crisis could emerge at any time, and can
destroy our company’s reputation and prospects if they are not handled properly.
Therefore, to minimize the damages that are caused by possible crises, it is necessary
to prepare in advance so that we know what actions should be taken and can react
quickly as soon as we encounter them.
This crisis communication plan is established to provide instructions for actions that
should be taken when we encounter Production Failure (recalling cars) crisis and
Talent Leaving crisis. Both of these crises have already occurred and they are likely to
occur again in the future. Therefore, instructions for these crises must be followed. If
not, we will not only fail to establish a highly efficient team to strengthen our
company, but also will ruin our reputation by not fulfilling our mission as placing our
customers as our top priority.
Let us always be well prepared to meet our challenges.
Sincerely,
Olaf Kastner
Chief Executive Officer and President
BMW Brilliance Automotive Ltd.
Rehearsal Date
Due to its high probability and the greatest impact, a rehearsal on how to react to the
public regarding the Production Failure crisis is scheduled for every 6 months. It
happens every May and November.
The high probability of Talent Leaving crisis is attributed to the fact that many senior
managers in top management have gone to other automobile companies in recent
years, which has led the public to question BBA’s personal management. Therefore,
we have upgraded the probability of this crisis and plan to schedule the rehearsal
annually. It happens every August.
Purpose and Objectives
BMW Brilliance Automotive Ltd. (BBA) is committed to being an open, honest and
transparent automobile manufacturer for the public. It is written in our policy that any
information we provid must be verified and updated in a timely manner.
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As a corporate citizen, BBA will take responsibility for our customers and employees
under any circumstances. In any crisis, BBA aims to minimize customers’ and
employees’ losses by following these instruction and company’s policies strictly.
List of Key Publics
Production Failure (recalling cars)
Top management in BMW China
All the board members
Shareholders
Corporate attorneys
Public communications department
Government officials
Suppliers
Manufacture department manager and employees
All the employees
All the dealers
Clients/customers
Media (including traditional ones and online social platforms)
Talent Leaving
Top management in BMW China
All the board members
Shareholders
Public relation/communication department
All the employees
Media (including traditional ones and online social platforms)
Notifying Public—methods
Public Production Failure (recall
sold cars)
Brain Drain
Top management in BMW
China
Phone, fax, email, intranet Phone, fax, email,
intranet
All the board members
Phone, fax, email, intranet,
face to face (meeting)
Phone, fax, email,
intranet, face-to-face
(meeting)
Shareholders Email Email
Corporate attorneys Phone, fax, email, intranet,
face-to-face
--
4
Public relations/communication
department
Phone, fax, email, intranet,
face to face (meeting)
Phone, fax, email,
intranet, face to face
(meeting)
Government officials Phone, fax, email, face to
face
--
Suppliers Phone, fax, email --
Manufacture department
manager and employees
Email, intranet, face to face
from upper managerment
--
All the employees Email, intranet Email, intranet
All the dealers Email, intranet --
Clients/customers Phone, email, official
website, official public
announcement, Weibo
(Twitter-like), Renren
(Facebook-like), official
blog
--
Media Phone, news release, press
conference, official website,
official public
announcement, Weibo
(Twitter-like), Renren
(Facebook-like), official
blog
Phone, news release,
press conference (if
necessary), official
website, official
public
announcement,
Weibo (Twitter-like),
Renren
(Facebook-like),
official blog
Crisis Communication Team
Managers:
Director of Public Relations Department
Senior manager in Brand management Department (assistant crisis manager)
Team members:
Deputy director in Public Relations Department
Senior manager in Government Affairs Department, Yue Sun
Senior manager in HR Department
Senior manager in Aftersales Department
Senior manager in Total Vehicle, Quality Management Department
Senior manager in Customer Relationship Management Department
All the employees in the Public Relations Department will assist the crisis
communication team to draft and publish the news; all the activities must be reported
to the President of Corporate Communication.
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Crisis Directory
Phone numbers Fax Email
Director of Public
Relations
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
Brand
management
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Deputy director in
Public Relations
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
Government
Affairs
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
HR Department
of BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
Aftersales
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
Total Vehicle,
Quality
Management
Department
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior manager in
Customer
Relationship
Management
Department of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
President of
Corporate
Communication
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
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of BBA
SVP of
Technology and
Manufacturing of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
CEO/president of
BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
Senior Vice
President of BBA
(+86)###-####-#### 86-24-####-#### *****@bmw.com.cn
CEO/president of
BMW China
(+86)###-####-#### 86-10-####-#### *****@bmw.com.cn
President of
Corporate
Communication
of BMW China
(+86)###-####-#### 86-10-####-#### *****@bmw.com.cn
Media Spokesperson
Olaf Kastner, the CEO of BBA, is authorized as the preferred spokesperson in any
crisis. However, in a crisis that occurs in a particular field, managers of that
department will be the second spokesperson to address the questions. For example, in
the Production Failure crisis, Knudt Flor, the SVP of Technology and Manufacturing
of BBA, will be the second spokesperson whose main job is to answer questions
regarding technical problems.
In any circumstance, the Director of Public Relations will speak on behalf of BBA in
front of the media. The Director of Public Relations and the President of Corporate
Communication will also be the back-up to the CEO as the primary spokesperson if
the CEO is not available when a crisis occurs.
Emergency Personnel and Local Officials
General Administration of Quality Supervision, Inspection and Quarantine of PR.
China
Tel: ####-####
Defective Product Administrative Center
Tel: ####-####
National Passenger Car Quality Supervision and Inspection Center
Tel: ####-####
BMW Group Region China
Tel: ####-####
BMW Group Headquarters
Tel: ####-####
BBA’s manufacturing factory in Shenyang
Tel: ####-####
My BMW Club (BMW China’s official car owners club)
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Tel: ####-####
BMW Car Club of China (unofficial)
Tel: ####-####
Key Media
Newspapers/magazines (print/online):
Editor, China Automotive News
Editor, Auto Magazine
Editor, Auto Motor und Spor
Car column editor, Xinhua News Agency
Car column editor, Chinanews Agency
Car column editors, Economic Daily/ China Daily/ Global Times/ China
Business/ The Economic Observer/Beijing Business Today/ Business Watch/
Guangzhou Daily/ Southern Weekend, etc.
TV
News desk, China Central Television stations
News desk, Phoenix Satellite Television stations
News desks, 34 Chinese Provincial Satellite Television stations
Radio
News desk, China National Radio
Spokesperson for Related Organization
Production Failure (recalling cars)
Official spokesperson, General Administration of Quality Supervision, Inspection
and Quarantine of PR. China
Tel: ####-####
Official spokesperson, National Passenger Car Quality Supervision and
Inspection Center
Tel: ####-####
Corporate spokesperson, BMW Group Region China
Tel: ####-####
Corporate spokesperson, BMW Group Headquarters
Tel: ####-####
Manager, BBA’s manufacture factory in Shenyang
Tel: ####-####
Managers, BMW China dealers in different cities
Tel: ####-####
Talent Leaving
Corporate spokesperson, BMW Group Region China
Tel: ####-####
Corporate spokesperson, BMW Group Headquarters
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Tel: ####-####
Crisis Communications Control Center
BBA’s branch company in Beijing:
25th
F, Tower B, GATEWAY, No.18 Xiaguangli Dongsanhuanbeilu, Chaoyang
District, Beijing
BMW China’s service center in Shanghai:
No. 900, Longwu Road, Xuhui District, Shanghai
Equipment and Supplies
All the office supplies
Phone, computers, fax, printers, copy machines
List and directory of key publics
List and directory of key media
Contact directories of all dealers
Cameras, microphones, video recorders
In addition, all the crisis communication team members’ phones must be turned on
24/7. Everyone must have the electronic backup of the list and directory of the key
public and media in their own computers.
Pre-gathered Information
Some documents must be prepared in advance so that the company is able to react to
the crisis as quickly as possible. The documents that are needed to be prepared in
advance should be:
Safety report
Annual financial report
Quality control procedure
Product manufacturing procedure
Corporate business concept and policies regarding after-sales service
Corporate fact sheet
Key messages
Production Failure (recalling cars):
BMW pays high attention to recently reported product issues. We have launched
the investigation immediately and have been fully cooperating with the General
Administration of Quality Supervision, Inspection and Quarantine of PR. China
(AQSIQ) on the investigation. We will publish and update the latest information
through the official channels and reply to our customers as soon as possible.
In order to ensure the safety of our customers and reduce our customers’ losses to
a minimum, we decided to recall all the products with potential problems. We will
contact all the affected customers to discuss the detailed recall matters in the next
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few months. Customers who do not receive personal notices from BMW
authorized dealers do not need to be worried as only customers own products
with potential problems will be informed. If customers have any questions, please
feel free to contact our customer service hotline: 400-800-6666 or visit our
website: http://www.bmw-brilliance.cn/cn/zh/recall_service.html; or check on the
AQSIQ website: www.aqsiq.gov.cn, the Defective Product Administrative Center
website: www.dpac.gov.cn, and the Automotive Recall website:
www.qiche365.org.cn. for more information.
BMW China and BBA are always committed to our customers-first policy. We
are devoted to solving all the related issues and continuing to provide the best
services to our customers. We apologize for any inconvenience to our customers.
Talent Leaving:
In BBA, we always respect our employees as well as any choices they make. It is
people’s right to choose their own jobs. Though we feel sorry about losing the
talented employees, we are glad that they find jobs that they think suitable and
hope they have a bright future.
We have more than 13,000 employees at BBA and the prosperity of BBA in
recent years proves that our employees are fully qualified for the jobs they are
doing. We believe our career paths will attract more talented people to join BBA’s
big family. We welcome any one who has the passion to push BBA further
forward.
Website
Information that is needed to be published for the public must be posted and updated
on the official website.
BBA official website:
Chinese version: http://www.bmw-brilliance.cn/cn/zh/index.html
English version: http://www.bmw-brilliance.cn/cn/en/index.html
BMW China official website:
Chinese version: http://www.bmw.com.cn/cn/zh/index.html
English version: http://www.bmw.com.cn/cn/en/index.html
Social Media
All the social media platforms listed below must be monitored closely and updated on
time.
Brilliance China Automotive Holdings Ltd. Weibo:
http://weibo.com/huachenqiche
BMW China, Weibo:
http://www.weibo.com/bmwchina
BMW China, Renren:
10
http://page.renren.com/601296199?checked=true
MyBMWClub (BMW China’s official car owners club), official website:
http://www.mybmwclub.cn/bocc/member.php?mod=logging&action=login&refer
er=%2Fbocc%2F
MyBMWClub, Weibo:
http://www.weibo.com/mybmwclub
Prodromes
Production Failure (recalling cars):
Many customers complain about similar issues with their cars. Moreover, most of
these cars come from the same series.
There are some issues with the same group of products sold in other countries.
The recall of the same series has been launched in other countries.
Talent Leaving:
Employees begin to discuss privately the frequent issue that top managements
have left for the jobs in other automobile companies in recent years.
Rumors about the Talent Leaving begin to spread among employees and even on
the Internet.
Employees may be asked to provide information by some reporters informally.
Some media report and comment on the issue.
Related Internet URLs
General Administration of Quality Supervision, Inspection and Quarantine of PR.
China: www.aqsiq.gov.cn
Defective Product Administrative Center: www.dpac.gov.cn
Automotive Recall: www.qiche365.org.cn
Evaluation form
BMW Brilliance Automotive Ltd. Crisis Communication Evaluation Form
Crisis name: Occur date:
Description:
Result:
Please answer the following questions (rating scale: 1-totally disagree/need
improvement; 2-disagree; 3-neuturl; 4-agree, 5-totally agree)
1. Was the crisis communication plan followed strictly? 1 2 3 4 5
2. If yes, was it helpful? 1 2 3 4 5
3. If no, what do you think the reason was for this situation?
4. Do you think everyone knew their responsibilities and was able to fulfill them?
5. Was the result satisfactory? /Was the damage reduced to the minimum in the end?
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1 2 3 4 5
6. What do you think we should improve in this crisis communication plan to
prepare for the next similar crisis?
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Reference:
BMW Brilliance Automotive. (nd.). About BBA. In Company information. Retrieved
from http://www.bmw-brilliance.cn/cn/en/com_waw_bba.html
BMW Brilliance Automotive. (nd). Recall service. Retrieved from
http://www.bmw-brilliance.cn/cn/en/recall_service.html
