Answer to Question 1
Research is always a good first step. The company needs to know whether the
allegations are factual. In this case, they were. Therefore, the logical second
step would be to take steps to correct the problem. That involves internal
communication and the opening of channels of communication with a variety of
stakeholders. The company may not have been able to avoid some damage based
on its past behavior. However, that damage can be mitigated if the company can
show that it is in now moving in a different direction. The solution also involves a
re-examination of company values and a serious effort of communicating and
enforcing those values from the rank and file all the way to top management.
Answer to Question 2
The incident gave members an opportunity to remind the organization's staff of
what they considered acceptable, values-driven behavior. It also resulted in
greater oversight of organizational communications. In a sense, the
organization's public relations became more of a function of management --
where it should have been in the first place.
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