COMMUNICATION PLAN FOR RIM

STEP#1
CURRENT SITAUTION ANALYSIS
ISSUE- BRIEF DESCRIPTION:

 Service outage for blackberry users worldwide.

 Core switch failure in Europe
 Affecting more than 30 million users.

BACKGROUND- INFORMATION ON THE ISSUE, KEY PLAYERS AND ACTIONS:

 Core switch failure in Europe

 Backlog issue
 Messages and emails pilling up
 Had to control traffic (service interruption) to stabilize the service
 Teams working to restore services
 Identification of the root cause
 Confirmation and evaluation after services are restored.

CURRENT STATUS:

 Restoration efforts are underway

 Working on the root cause
 Available to blackberry users for any queries.

WHAT ACTIONS HAVE BEEN TAKEN?

 Communication (updates on website and twitter)

 No data will be lost.
 Work is underway

KEY MESSAGES FOR THE TARGET AUDIENCE:

 To corporate and be patient until the services are restored.

 Ensuring them that their data is safe
 Evaluating the root cause so that this doesn’t happen again.

STEP# 2
PURPOSE AND AUDIENCE:
DESIRED OUTCOMES

 Immediate restoration of services with minimum loss of the customers.

 Customers will understand and cooperate with the team.
 There will be an optimistic approach for the communication.
  People will be reassured and satisfied and be aware of the situation.

CURRENT ATTITUDE:

 Blackberry facing competition

 Cannot compete with new innovate products
 Lack of communication made the situation worse for RIM.
 STRATEGY- APPROACH TO THE ISSUE:
 Quick and efficient approach to resolve the issue.
 Users will get detailed information about the issue.

STRATEGIC CONSIDERATIONS:

 Making sure to deliver what we promise in order to avoid further backlash.

 Be active on social platforms to raise further awareness.
 Be honest and apologetic.

TARGET AUDIENCE:

 Current users of blackberry

 Potential customers
 Investors
 Industry analyst

STEP# 3
MESSAGES AND DELIVERY:
 A high authority representative as well as a well reputed personality with great following will
deliver the messages.
 Tell the audience what exactly went down, the steps that are being taken to resolve the issue.
 Apologize for the inconvenience. Offer them some incentives such as price deduction of new
phones etc.
 Assure them that their data is save and services will be restored shortly.
 The messages will be delivered through social media and television broadcasting.

STEP# 4
DISTRIBUTION, COST AND EVALUATION:
 Evaluation can be done by checking if the sales and stocks declined for blackberry.
 Are critics being humble and not criticizing as such.
 Distribution will be done via newspaper, emails, and press conference on TV.