FIRST TWEET

The best thing to do in the midst of a crisis of this type is to accept responsibility, apologize and include a quote from the CEO which states that everything possible is being done to resolve it (Santiago, 2018) This tweet quotes the CEO, who accepts culpability and promises change. The last part of the quote, “That changes now” is a promise, strengthened by the video of the Blandon Farm, a coffee plantation. Obviously, for it to be filmed, transparency is increasing, which addresses the issue.  This video is available in a hyperlink in the press release, but is showcased in the first blog entry featuring the farms as well. 

SECOND TWEET

The second tweet announces the decision of Uncommon Grounds to become a B Corporation by tweeting the title and subtitle of the Press Release.  It contains the handle of the @BCorporation with the hope of a eliciting a response which would serve to further the association between the two. The video has a short overview of what becoming a B Corp. entails.

THIRD TWEET

The final tweet showcases the first step that Uncommon Grounds has made to increase the transparency of coffee origin and ensure that the product in the bag is fair-trade certified. According to the expert panel at Forbes Agency Council, it is important to “communicate with the media on what steps you are taking to resolve the problem”. ( Forbes, 2020)  The tweet below adheres to this device and shows progress and ensures change.

REFERENCES

Forbes Magazine. (2020, June 5). Council post: Handling PR in a crisis situation: 12 expert tips. Forbes. Retrieved November 26, 2021, from https://www.forbes.com/sites/forbesagencycouncil/2020/06/05/handling-pr-in-a-crisis-situation-12-expert-tips/?sh=13fac2a22f7e. 

Hardy, B. M., Hardy, M., Grasso, B. N., & Santiago, B. A. (2018, December 21). How to write a tweet for your press release. Newswire. Retrieved November 24, 2021, from https://www.newswire.com/blog/how-to-write-a-tweet-for-your-press-release. 

Santiago, B. A. (2018, December 21). How to manage your PR during a crisis. Newswire. Retrieved November 24, 2021, from https://www.newswire.com/blog/how-to-manage-your-pr-during-a-crisis.