Here is How You Can Resource College Talent While Cautiously Avoiding Alumni Bias
Unconscious opinion can creep in in hiring processes no make a difference how self-aware and knowledgeable your hiring team is definitely. Unfortunately, one bias absolutely feels like a ‘ resource’ […]
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7 Habits You Need to Break Before Starting a New Job
Starting a new job should mean a fresh start, but creating new healthy habits for the workplace means breaking out of old ones. Often, we move […]
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7 Ways to Use Modern Technology to Connect Students with Career Services
Technology has made leaps and bounds in the last few decades. Faster than you learn new hashtags and update resources for incoming students, they’re on to […]
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3 Surprising Reasons You May Be Struggling to Find a Job
Youâre frustrated. Youâve made countless resume updates for dozens of job applications, freshened up your social profiles, created a fancy portfolio, and jazzed up your interview […]
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4 Reasons to Hold Fast Hope for a Favorable Job Search
Thereâs a myth society has struggled to dispel for many decades that keeps college students optimistic about the reality following graduation: having a degree makes it […]
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How To Create A Successful Crisis Communications Plan

I was beyond excited to work for Foodmaker, the corporate arm of Jack in the Box, early on in my marketing career. We had just launched a new product called the Monster Burger and I got the opportunity to work on a nationwide brand refresh initiative that was a dream project for me. And then E. coli hit. The outbreak involved 73 Jack in the Box restaurants across the west and was the most infamous food poisoning outbreak in historyâkilling four children, the majority under 10 years old, infecting 732 people across four states, permanently injuring 178, including kidney and brain damage, and almost bankrupting Jack in the Box.
A PR Nightmare

A number of memorable things happened after the E. coli outbreak. First, local Jack in the Box franchise owners were on the news talking to the media about how awful things were at their local restaurant. This was notable to me because I hadnât seen any communications about how to respond to media inquiries from corporate and this misstep was being displayed all over the news.
Second, three days after Jack in the Box was told E. coli had been linked to its meat, it tried to distance itself from responsibility saying others were at fault. It was later learned that Jack in the Box had been warned by local health departments and its own employees that its hamburgers (specifically the Monster Burger due to the size of the burger) were being undercooked, but had decided that cooking them to the required 155 degrees made them too tough. The chain soon after pledged to âdo everything that is morally right for those individuals who had experienced illness after at Jack in the Box restaurants as well as their families.â
Third, Jack in the Box E. coli outbreak had received wide media coverage to the point that President Bill Clinton was fielding questions at a local media event about it.
Fourth, at the corporate office, we were being served constantly with lawsuits; it was non-stop. This was officially a PR nightmare.
A Crisis Communication Plan

Years later I was the Director of Marketing & Communications at Pepperdine Universityâs business school. I had used my learnings from Jack in the Box to ensure that we had a crisis communication plan in place. This learning paid off tenfold as I encountered late-night and weekend crisis situations at Pepperdine (i.e., campuses closing due to CA wildfires) utilizing this well-prepared crisis communication plan.
During a crisis situation, people need a simple plan of action that is easily understood and can be put in place quickly. Iâve found that successful crisis communication plans have a number of key elements. Here is my checklist that I include in crisis communication plans:
- Identify Crisis Communication Team & Spokesperson
- Develop Key Messages
- Determine What Channels to Communicate Efforts
- Develop FAQ to Answer Questions
- Plan for Media Inquiries
- Develop Internal Communications Procedures
- Train Personnel on Action Plan
- Contact and Media List
- Review & Update Crisis Communication Plan Regularly
Benefits Of A Crisis Communication Plan

After the dust settled with the Jack in the Box E. coli outbreak, settlements for individual and class-action claimants reached over $50 million, the largest payment related to foodborne illness at the time. Jack in the Box also lost approximately $160 million in court and from lost sales. Having a well-prepared crisis communication plan comes with many benefits:
- Predicts Crisis
- Reduces Seriousness of Crisis
- Protects Company for Legal Exposure
- Protects Employees & Stakeholders During Crisis
- Aligns Internal & External Messages
- Reduces Time it Takes to Respond to Crisis
- Maintains Company Reputation
- Ensures Business Continuity
Having a well-prepared crisis communication plan can make or break your business should a crisis situation strike.
How to Get in Front of College Students and Build Meaningful Connections
Building meaningful connections is innate to human interaction. Even the most introverted people require some level of healthy social interaction. We build networks, make friends, and […]
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7 Easy Ways to Update Your Interview Wardrobe and Job Search Outlook
Seasonal affective disorder affects approximately 5% of the population and as much as 20% of people can relate to some degree of the winter blues or […]
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3 Critical Questions – Stepping Out of Comfort Zones on the Job Search
Familiarity breeds confidence. It’s natural to default to applying to the same jobs with the same responsibilities. Besides, employers are looking for your exact experience in […]
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6 Back-to-School Trends to Look Forward to This Year
The 2022-2023 school year is kicking off! As you welcome a new class, youâre planning to keep students engaged with career services and see this yearâs […]
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Get Students Ramped Up for Career Services from Day One – Back to School
It’s easy to get lost in the excitement and confusion when adjusting to coming back to school. But, as you know, planning for internships, building portfolios, […]
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a few Tips for Creating a good Impressive Professional Portfolio or even Website
Thanks towards rapidly advancing technology above the last few many years, you have use of even more jobs and job lookup resources than may have perhaps been imagined […]
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