Crisis Communication Plan

November 2022

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PEET’S COFFEE CRISIS COMMUNICATION PLAN NOVEMBER 2022

Table of Contents
A. Introduction………………………………………………………………………………3
A.1 Crisis plan intention
A.2 Mission
A.3 Purpose
B. Crisis Communication Team……………………………………………………………4
C. Crisis Threat Likelihood………………………………………………………………...5
C.1 Types of Crises
D. Key Publics, Stakeholders, and Themes………………………………………………..7
D.1 Peet’s Coffee Stakeholders
D.2 Peet’s Coffee Publics
E. Plan For Crisis Preparation and Prevention…………………………………………..9
E.1 Preparation
E.2 Prevention
F. Media Audit……………………………………………………………………………..11
G. Social Media Strategy…………………………………………………………………..12
G.1 Facebook
G.2 Instagram
G.3 Twitter
G.4 YouTube
H. Third Party Suppliers………………………………………………………………….14
H.1 Peet’s Coffee Third Party Suppliers
I. Testing/Evaluating the Crisis Plan……………………………………………………15
I.1 Testing the Crisis Plan
I.2 Evaluating the Crisis Plan
Appendix
Appendix 1 – Immediate Response Checklist………………………………………...16
Appendix 2 – Communication Channels Worksheet…………………………………17
Appendix 3 – Key Messages Worksheet………………………………………………18
Appendix 4 – Press Release Template…………………………………………………19
Appendix 5 – Backgrounder………………………………………………….………..20
Appendix 6 – Media Log Sheet…………………………………….…………………..21
Appendix 7 – Crisis Team Contacts…………………………………………………..22

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A. Introduction
While responding to organizational crises, it is important to respond, quickly, transparently, and
through various media channels. The main goals of crisis response are to prevent a crisis from
extending, limit the duration of the crisis, and to progress towards organizational recovery. It is
also important to reassess following a crisis to better the actions and response made by the
organization during possible future crises. This crisis communication plan has been formed to
outline the response and recovery of the Peet’s coffee Organization in the case of a crisis.

A.1 Our Mission: Identify, Address, Improve

“The coffee you buy can impact the welfare of people and the planet. At Peet’s, we are
committed to improving conditions on coffee farms. 100% of our coffee purchases are
Responsibly Sourced per Enveritas standards. This means first verifying the conditions, and
second driving positive impact in the communities where our coffees are grown. Enveritas’s
verification standards address the same social, environmental, and economic challenges that
concern other well-known coffee certifications, and all of us as concerned global citizens. We
have found that most of these complex challenges are not yet well-measured. Enveritas evaluates
conditions ranging from water conservation to workplace safety and beyond. Once we have the
sustainability audit data, we engage with our suppliers; excluding farms is not the objective,
addressing identified issues is. We have seen that risks like deforestation do not disappear simply
because someone declares zero tolerance or certifies that a particular patch of ground is okay.
With Enveritas data, we seek to understand the issues better and accept responsibility for
addressing them with improvement projects tailored to the needs of communities.” (Peet’s
Coffee Corporation, 2022)

A.2 Purpose of Crisis Communication Plan

This Crisis Communication Plan provides the components and steps that are needed to take in
the wake of any crisis that may occur for Peet’s Coffee. With the use of this plan, the company
will be able to act and take any necessary steps in order to resolve a crisis, should it occur. This
plan will be used to train employees and others that work for the company, as well as prepare
stakeholders and inform key publics. It will lay out how to prepare for a crisis, what steps to take
if a crisis occurs, and most importantly, how to respond and notify stakeholders in order to
resolve said crisis.

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B. Crisis Communication Team
Public Relations - United States

Fineman PR
[email protected] | (480) 505-4479

China

Vivian Zhang
China Public Relations Manager, Peet’s Coffee
[email protected] | +86-133-8607-2166

Partnerships/Sponsorships

Vanessa Badarello
Senior Manager Omnichannel Marketing, Peet’s Coffee
[email protected]

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C. Crisis Threat Likelihood
C.1 Crisis Types

The following table expresses types of crises that may occur due to areas of vulnerability within
the organization. The table poses as a guideline of any possible threats to Peet’s Coffee, stating
examples and likeliness of each threat in relation to the organization. The likeliness of a crisis
does not define prioritization of a crisis among others, no one crisis holds importance over
another.

Crisis Examples Likely or unlikely?

• Acts of terrorism
Malevolence committed at a store Unlikely
location/corporate
office
Technological crisis • Social media account Unlikely
hacked
• Organization data
stolen
• Phishing scam within
organization
Rumors • Spread of misleading Likely
information about
organization
• False, harmful
information spread
Human-error accidents • Accident caused by Likely
employee regarding a
customer order
• Accident caused by
human error within
the organization
Natural disasters • Snowstorm Likely
• Tornado
• Flood
• Hurricane
Loss of key leader • Key member of Likely
organization passes
away unexpectedly
• Key member of
organization resigns
unexpectedly

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Workplace Violence • Employee or former Unlikely
employee committing
an act of violence on
organization’s
property
• Stakeholder or
customer committing
an act of violence on
organization’s
property
Organizational misdeeds • When stakeholders or Unlikely
internal employees
take actions violate
the law, knowingly
placing organization
in harm’s way
Confrontation crisis • Employee’s protesting Likely
working
conditions/going on
strike
• Boycott of the
organization by an
activist group
Technical-error accidents • Technology Likely
supporting the
organization, such as
cash registers, fails
and causes industrial
accidents

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D. Key Publics, Stakeholders, and Themes
One important distinction is that of the role of a stakeholder and public. This section will be
dedicated to compiling stakeholders and publics for Peet’s Coffee. Each of these groups deserve
to be notified in a crisis for Peet’s Coffee.

Stakeholders are heavily involved in a crisis communication plan. It is important to identify who
these stakeholders are for them to be in the loop of the situation. Stakeholders often must do
certain actions during a crisis for them to know what they are doing and what their involvement
in the communication plan is necessary (Coombs, 2023, p.125).

D.1 Peet’s Coffee Stakeholders

JDE Peet’s (company owning various beverage brands, including Peet’s)

• JDE is the owner of Peet’s Coffee.

• JDE takes a certain amount of revenue from all its beverage companies they own,
including Peete’s Coffee.
• JDE would be available to provide strong financial or moral support to Peet’s Coffee
company in a crisis.
• JDE has ties with other companies that can ultimately be affected if Peet’s Coffee goes
into a crisis.

Employees

• Employees at Peet’s Coffee need to be notified since the standing of the company in a
crisis can determine their employment.
• Employees need to be kept informed for them to know how to handle a situation on a
non-corporate level.
• Given the right resources by those managing the crisis will aid in keeping Peete’s still on
a strong base with the aid of all employees.
• Showing acknowledgment to all employees will strengthen workplace relations.

Supply chain partnerships

• Suppliers for Peet’s Coffee help them uphold their standards of transparency concerning
ethical practices.
• In return, Peet’s is a client for these third-party suppliers.
• The mutual relationship needs clear communication in situations where a crisis is present
to uphold company values.

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Affiliate Program

• Being direct with those associated in the affiliate program will build honest relationships
between Peet’s and affiliates.
• Affiliates need to be given a notice to prevent any other risks, and for them to be
informed in case questions are asked to them regarding Peet’s.

Media

• Media coverage will aid in mitigating the crisis.

• Making sure there is clear and constant communication will speed up the mitigation
process.
• Peete’s Coffee should make sure to quickly send out statements for the media to use these
to make the company.
• Taking the lead on the narrative is vital for Peet’s reputation.

D.2 Peet’s Coffee Publics

It is important to recognize that publics have no exact financial concern, rather they are just
interested in the company. Further, there are internal and external publics. It is important for
Peete’s to notify the internal publics before the external publics (Coombs, 2023, p.112)

Internal publics: the best methods to contact internal publics would be through formal emails and
calls.
• Board Members
• Managers
• Employees
• Suppliers
• Partnerships

External publics: the best methods to contact external publics would be through the media and
any prepared statements made by the crisis communication team.
• Customers
• Shareholders
• Media
• General public

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E. Plan for Crisis Prep and Prevention
Peet’s Coffee needs to have a preparation and prevention plan set in place for the company. First,
we will identify steps to take to make sure Peet’s Coffee is prepared for a crisis.

E.1 Preparation

1. Establish individuals appointed to mitigating crisis.

a. Have crisis team already established for certain crisis. This is to make sure there
will be quick communication from whoever is involved to mitigate the situation.
2. Skills
a. Making sure this crisis team is meeting the required skill sets to set any crisis
mitigation practices into motion.
b. 4 skills include: 1) group decision-making, (2) working as a team, (3) enacting
the CCP, and (4) listening (Coombs, 2023, p.79)
c. Another is how well the team works together is important to maximize everyone’s
skills.
d. Not only skills of the crisis team, but also training the spokesperson for crisis
situations.
3. Enacting the CCP before a crisis happens
a. This is important because it helps team members execute the CCP effectively.
b. Crisis communication teams will have deep knowledge on the CCP, these relieves
from stress involved in crisis situations.
c. Enacting the CCP will give greater chances for this plan to be implemented much
quicker.

E.2 Prevention

Though we do not know exactly when a crisis can happen, it can be preventable. Peets Coffee
needs to be aware of their vulnerabilities and recognize threats. Therefore, we listed a chart with
threats that Peets can potentially face under the Crisis Threat Analysis list. However, knowing
how to prevent these threats is vital to having less reputational impact on the company.

1. External

It is important for Peets to recognize where to look for information on crisis threats to
prevent them. The first one would be externally scanning the environment. Doing this helps
identify changes in the environment. This includes trends, events, and emerging social, political,
or health issues (Coombs, 2023, p.46). The best way to scan the environment is through media.
Scanning media will give those warning signs to prevent a crisis. Below are two types of media
to scan:

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Traditional Media Digital Media
• News papers • Websites
• News magazines • Blogs
• Business magazines • Newsletters
• TV news programs • Social Media

2. Internal

The foundation of Peets needs to be scanned as well. Internally, many occurrences

can happen that can create a crisis. Below is a list of what can be scanned regarding
the Peets Coffee workplace and practices.

1. Liability exposure
2. Behavioral profiling
3. Worker compensation exposure
4. Financial records
5. Accident records
6. Sexual harassment lawsuit
7. Organizational climate

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F. Media Audit
As Peet’s coffee seeks coverage on promotional content, press releases, and public service
announcements, traditional media and new media become involved.

• Traditional media are outlets such as radio networks, newspaper, televised news, and
magazine print.
• New media would include social media coverage of an event or crisis. This form of
media can happen more immediately and sometimes more unexpectedly.

The following is a chart documenting contact lists for media outlets who may show interest in
covering events and crises regarding Peet’s Coffee.

Company Channel Email Phone Social Media

New York Print [email protected] 855-698-1154 Instagram:
Times Media/Di @nytimes
gital Print Twitter:
@nytimes
QSR Digital [email protected] 919-945-0713 Instagram:
Magazine Magazine @qsrmagazine
Twitter:
@QSRmagazine
Facebook:
QSR Magazine
Marketing Digital [email protected] 202-331-2480 Twitter:
Dive Print @marketingdive
NBC New Broadcast NBCNewsMediaRelations@nbcuni 212-413-6142
York Media .com
Chicago Print [email protected] 844-681-6006 Instagram:
Tribune Media/ @chicago tribune
Digital Twitter:
Print @chicagotribune
San Print [email protected] 415-495-7377 Instagram:
Francisco Media/Di @sfchronicle
Chronicle gital Print Twitter:
@sfchronicle
VegOut Digital [email protected] 646-852-6678 Instagram:
Print @vegoutmagazine

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G. Social Media Strategy
Social Media Platforms Peet’s Coffee utilizes - Instagram, Twitter, Facebook, YouTube
Peet’s Coffee uses these platforms to promote handcrafted drinks at their shops, showcase
different recipes that consumers try at home, and interact with their stakeholders. By posting
relatable content, Peet’s Coffee can create a relationship between the organization and their
publics. Since Peet’s Coffee uses every major social media platform, messages can be spread
easily in times of crisis.

G.1 Facebook
Peet’s Coffee has a presence and large following on Facebook. Facebook is used to relay
information such as promotional deals, contact information, product updates, and organizational
announcements to the public, the media, and Peet’s Coffee stakeholders.
• Official statements are shared on Facebook through the use of graphics as well as written
word
• Live videos are used on the Facebook platform to respond to crises with an official
statement from spokespeople for the organization
• Updates on promotional items will be posted through the use of graphics and written
statuses on the Peet’s Coffee Facebook
• Comments on posts regarding a crisis within the organization will be closely monitored
to ensure the proper response to the situation
G.2 Instagram
Similarly, to Facebook, Peet’s Coffee has a large following that allows for the company to be
able to post and relay information to stakeholders, should a crisis occur.
• Peet’s Coffee uses videos and photos in order to inform stakeholders about promotions,
new products, and various recipes that can be made with their coffee beans.
• Peet’s Coffee uses posts to interact and spark conversation between the company and
their publics.
• Should a crisis occur, Peet’s Coffee can use Instagram to relay the crisis response
message once it is curated by the crisis response team.
o Comments, direct messages, and story posts can be monitored to see stakeholder's
responses.
G.3 Twitter
Twitter is a social media platform that allows the user to make posts in the constraints of only a
few hundred characters, and because of this, long messages are not able to be produced on this
platform. However, lengthier posts can be linked to twitter posts.
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 • In case of a crisis, Peet’s Coffee can still relay the crisis response on Twitter. This can be
done by linking the company’s website with the official crisis response.
• Twitter can also be used in times where there isn’t a crisis by quickly posting about
promotions or new products.
G.4 YouTube
YouTube is a social media platform that allows Peet’s Coffee to post short or lengthy videos
about whatever is deemed necessary.
• Peet’s Coffee uses YouTube to create videos with tutorials about different recipes, their
coffee roasting process, and a variety of other things.
• In a crisis, YouTube can be used to post a live stream if it is posted on another one of
Peet’s Coffee’s social media platforms, or a filmed response can be posted.

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H. Third Party Supporters
Third party supporters are those who have been identified as showing support for Peet’s Coffee
and know enough about the company that they are able to provide commentary on social media
or other outlets, should a crisis occur.

H.1 Third Party Supporters for Peet’s Coffee

Third party supporters for Peet’s Coffee include:

• Farmers that the company sources from

• Café Mong
• Artisan Coffee Imports
• Beyond Meat
• Just Egg
• World of Coffee

In the case of a crisis, any of these organizations, groups, or companies can be contacted to be
asked about a crisis that is happening with Peet’s Coffee.

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I. Testing/Evaluating Crisis Plan
In order to demonstrate that the plan is effective, we will simulate different types of crises in order
to run through the plan and test how it works. Employees will be trained on how to handle each
type of crisis, based on the crisis likelihood analysis list. We will have stand-in stakeholders that
will be able to evaluate whether the plan has worked and solved the crisis.

I.1 Testing the Crisis Plan

The crisis communication plan for the organization should be tested to ensure that the plan remains
effective. To do so, the crisis communication plan will be tested with the use of possible crises and
hypothetical scenarios to ensure that crisis communication strategies are complete, effective, and
efficient.

I.2 Evaluating the Crisis Plan

In the scenario of real-life crises, the completeness, effectiveness, and efficiency of the crisis plan
should be evaluated in order to ensure that strategies are competent in accordance with the
organization’s needs. It is the responsibility of those involved, including employees and
stakeholders, in the implementation of the crisis communication plan to evaluate the plan quickly
following the resolution of a real-life crisis. Once the crisis communication plan has been
evaluated, it is the job of the crisis communication team to revise possible faults within the plan to
better the crisis response of the organization in possible future crises.

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Appendix 1 – Immediate Response Checklist
Step One: Identify the Crisis
• As soon as there is a possibility of a crisis, identify all the key facts and information.
o What has happened?
o Who is involved?
o Who is affected?
o What steps need to be taken in order to solve the crisis?

Step Two: Communicate with Stakeholders

• Immediately notify anyone who is directly involved with the organization that a crisis is
occurring.
o Communicate with employees, stakeholders, and managers at Peet’s Coffee.

Step Three: Create a Message to Communicate

• The communication team at Peet’s Coffee drafts and creates a message to communicate
the crisis to external publics.
o Create a plan to respond to reactions from the external publics that were notified
and be prepared to respond.
o Continue to inform and keep internal stakeholders up to date on any new
information regarding the crisis.
Step Four: Communicate
• Once the message is created, post on socials to inform Peet’s Coffee audiences of
the crisis and response.
• If deemed necessary, hold a press conference.
Step Five: Monitor Channels and Responses
• Monitor news sources.
• Monitor social media channels
• Track responses

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Appendix 2 – Communication Channels
Worksheet
Audience Communication Channel

- Press release
- Official statement
Local and Nation Media Outlets - Updates via social media
- Press conference setting
- Email
- Email/text message updates
Employees and Stakeholders - Interpersonal
- Newsletters
- Interpersonal
Peet’s Coffee Customers - Email/text message updates
- Social media updates (Facebook,
Instagram, Twitter, etc.)
- Phone call
Emergency Officials - Text message

- Social media updates (Facebook,

General Public Instagram, Twitter, etc.)
- Press release
- Public service announcements

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Appendix 3 – Key Messages Worksheet
Company name:
Individual(s) working on sheet:
Crisis:

Key message:

Supporting message 1: Supporting message 2: Supporting message 3:

Supporting point 1.1 Supporting point 1.1 Supporting point 1.2

Supporting point 1.2 Supporting point 1.2 Supporting point 1.3

Supporting point 1.3 Supporting point 1.3 Supporting point 1.3

Foundation/information compiled from others:

Ex: Statistics, supporting facts, articles, etc.

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Appendix 4 – Press Release Template
FOR IMMEDIATE RELEASE
Contact Name: ______________________________
Contact Phone Number: ______________________
Contact Email Address: _______________________

Headline
The headline contains one sentence and should describe the main purpose of the press release.
City: __________, (Date)

Message of Empathy/Caring (if appropriate)

Main Paragraph
This paragraph quickly answers the following questions:

Who is affected?
What is going on?
Where is this taking place?
When did this occur?
Why is this important?

Quote (Will be from a spokesperson for the organization. Quotes should state actions being
taken by the organization all while voicing compassion and concern for the public.)
Quote is followed by name of Spokesperson, spokesperson’s title
Quote

Key Message 1:
Followed by three supporting points.

Key Message 2:
Followed by three supporting points.

Key Message 3:
Followed by three supporting points.

Information
For more information, contact name of organization, phone number, website, other ways to get
information.
###

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Appendix 5 – Backgrounder

CONTACT: Mary O’Connell

Head of Communications
[email protected]

Peet’s Coffee was founded by Alfred Peet on April 1, 1966, and is based in San Francisco,
California. Alfred created Peet’s Coffee on his belief that there should be a short distance
between the people who roast the coffee beans and the people who consume the coffee. Peet’s
Coffee strives to improve coffee farms and their conditions while making sure that all their
coffee is ethically sourced. They abide by a strict Code of Business Conduct and Ethics to ensure
that the organization is up to standards.

Peet’s Coffee has 338 shop locations around the United States of America and specializes in
roasting coffee beans, creating coffee beverages, brewing teas, and making food. Their mission
is to serve well roasted coffee, while also ensuring that it is ethically sourced and of great
quality. They strive to act with integrity and respect for all stakeholders involved with Peet’s
Coffee.

Peet’s Coffee has a variety of different coffee beans to select from, all ethically sourced from
farms around the world. Consumers have the opportunity to purchase beans from the store or
website, or they can visit a store and select from a variety of different handcrafted coffee
beverages.

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Appendix 6 – Media Log Sheet

Crisis:
Message recipient:
Date, time:
Caller:
Phone number and contact info:
Media outlet:
Deadline for call return:
Inquiry:

Who responds to inquiry:

Date, time:
Response:
Further action needed:

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Appendix 7 – Crisis Team Contacts
Name Title Email
Mary O’Connell Head of Communications [email protected]
Vanessa Badarello Senior Manager, [email protected]
Omnichannel Marketing
Kristin Ashurst General Counsel, Corporate [email protected]
Secretary
Allan Smith Chief Information Officer [email protected]
Vivian Zhang China Public Relations [email protected]
Manager, Peet’s Coffee

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Sources:

Coombs, W. T. (2023). Ongoing crisis communication planning, managing, and responding.

SAGE.

Peet's Coffee. The Original Craft Coffee. (2022). Retrieved November 20, 2022, from
https://www.peets.com/

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