Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) When Munters responds to news reports of their customer activities after a flood, any communication strategy they might use is dictated by influences outside of the control of the company. Fortunately they are somewhat prepared as they have already identified their vulnerability. Which of the following best describes the communications strategy they will execute?

Question

Quizplus · Accepted Answer

Munters will need to employ a reactive public relations strategy when responding to news reports about their activities after a flood. They have already identified their vulnerability and know that they may be viewed negatively by some people, so they will need to be prepared to respond to any criticism or negative feedback that may arise. This will involve monitoring news reports and social media, responding quickly to any negative comments, and working to address any concerns that are raised. While a publicity campaign or corporate advertising strategy could also be useful, they are not the most appropriate options in this scenario. A proactive public relations strategy would also be helpful, but this is not the best description of the communication strategy that Munters will execute in this situation.

Scenario 13-4 Munters Moisture Control Services Is an Organization That Responds to Responds