Write a post for the internal company blog that informs employees about the situation, re-establishes a working relationship, and addresses how employees should handle angry customers. Provide an appropriate amount of background on the problem, outline the appropriate way for employees to respond to disgruntled customers, and encourage employees to uphold company standards.

BACKGROUND

Big Box is a regional wholesale corporation that builds its name on value and customer service. Following a warehouse club model, Big Box values building relationships with its customers, and believes that the connections they make with customers can only be as strong as the relationship between the store's employeesso the store strives to create an environment that values employees. The store calls on all of the employees to be leaders, as each and every employee is the link between the vision of Big Box and its customers.

The company focuses on providing quality goods and service to its customers. The service needs of each customer is unique to every individual and the company asks employees to meet the needs of each customer. The CEO recently said in a press conference, We want to meet our customers needs, and offer them the high-value, low cost goods they expect with a focus on their needs as customers. The vision of Big Box puts sales, profit, or corporate success secondary to its customers. Our vision is about building trust and partnership with customers and employees. Big Box wants to simply your home and life with great products and services at a low price.

THE SCANDAL

Founded in 1978, Big Box is one of the first warehouse-style club shopping experiences, and it is one of the most popular in the nation and certainly the most popular in the region. As a successful and trusted company, Big Box has been dependable to invest in, but its stock value is steadily decreasing due to the recent public relations snafu. Currently the stock is down by 10%, and estimated to drop even lower as more facts about the scandal surface.

Essentially, the company has been dealing with protesters following the implementation of a required mask and/or face covering policy in the wake of the COVID-19 Pandemic. All customers are required to wear a mask upon entry to the store, regardless of local law. These policies have drawn the ire of many customers, and an initially poor response by the company's social media manager in response to the protest has only intensified criticism and irritation among a vocal, and growing, number of shoppers.

THE FALL OUT

With over 2 million followers on both the corporate Facebook and Twitter page, customers are taking to social media to discuss their opinions and share their thoughts and feelings about the companys service. Customers started posting on the Facebook page in response to the scandal:

You say you want to simplify our lives, but this pointless mask policy is making it harder. I won't be shopping at your store until your revoke it!

Only morons think masks will stop this pandemic, even if it is a real pandemic and not a hoax. All this will do is lose you business! And it will be your own fault!

Ive been a loyal customer to Big Box for nearly 25 years, and I am being very cautious about the current health crisis. Although I appreciate your concern for the health of your customers, I cannot help but feel like my individual rights are being infringed upon by this policy. I do hope you will reconsider, or I may have to reconsider my subscription to your club.

REALIGNMENT

Big Box knows they need to get control of this situation. You (Public Relations Director) and the public relations team jump into action, releasing a statement explaining how and why the company will maintain this policy and how you would like to respond to these protests and individual complaints.

The Vice-President of Marketing has asked you to meet with and to discuss this situation. In the meeting, the Vice-President asks you to write two messages: one that will be posted on the Facebook page and the second on the internal company blog. The Vice-President asks you to address the situation over social media to re-establish relationships with customers and write a statement to employees to maintain internal relationships.

You need to address both your customers on the social media pages, and your company employees on the blog. You must figure out how to convey the message so that the internal and external audiences will listen and take the action that you, the PR Representative, desire and to represent yourself and the company in social media spheres.