Employees (those who are going)

Employees (those who are staying behind)

Distribution Centres
Suppliers
Clients
Delivery company
Board of Directors
Shareholders
Loyal Customers
Media

** manage the impression and people management

SHAREHOLDERS
PURPOSE / OBJECTIVE: To inform and win back trust
KEY MESSAGE:
1.
2.
3.
4.

Explain situation
Plan + Direction
Proposed growth (back up the claim with statistics & performance)
Hope for continued confidence

VOCABULARY USAGE:

After much deliberation

Maximise profits
Emphasis on profits
Redirect resources

MODE OF COMMUNICATION : Email to the shareholders

TIMING: After informing the employees & board of directors
** perhaps can include how you handle the people on the ground

EMPLOYEES (STAYING)
PURPOSE / OBJECTIVE: To inform and reassure
KEY MESSAGE:
1.
2.
3.
4.

Show appreciation
Explain the situation + future direction
Restore confidence and keep morale
Address concerns // formulate plans for them

VOCABULARY USAGE

Appreciation
Value your skill sets (be generic and not on specific things like
hardworking)
Retraining
More opportunities and platforms
Explore potential
Continue to be an asset to our company
Value your contributions
Looking forward to work together

MODE OF COMMUNICATION: General speech and one to one

TIMING: the general one as a whole and then address them individually, must be
immediately right after the general meeting
** PR backlash
** people might not want to stay on & fear breeds
** concrete plans for them individually -> what is going to happen from now on

EMPLOYEES (GOING)
PURPOSE / OBJECTIVE: To inform and reassure
KEY MESSAGE:
1. Show appreciation
2. Explain the situation (whereby we do not really have a choice)
VOCABULARY USAGE

Regret
Restructure
Possibility
Appreciate
Contribution
Retrenchment package

MODE OF COMMUNICATION: Handwritten letter

TIMING: At the start of the week, preferable on Monday.
** Retrenchment package usually only shows the industry as a whole
** Recommendation letter to aide in future employment
** Sincerity of the letter we do not have a choice
** Open door policy? Managing the media and PR skills

LOYAL CUSTOMERS
PURPOSE / OBJECTIVE: To inform
KEY MESSAGE:
1. To inform the discontinuation of their service
2. To inform of alternative platforms
VOCABULARY USAGE

Appreciate
Streamline the consumer experience
Improve your consumer experience

MODE OF COMMUNICATION: Snail Mail & Email

TIMING: After announcing to the shareholders.
** gratitude and appreciation -> thankYou for being with us for all this while & for
being part of the success of this company
** want you to come along with us, help you to move along with us ->
guidebooks, customer service hotlines to explain the whole process for you
** token of appreciate / discount
** insert it into the last copy of the book

MEDIA
PURPOSE / OBJECTIVE: To public
KEY MESSAGE:
1. To inform the shift to e-commerce division
2. To inform of alternative platforms
VOCABULARY USAGE

Optimising
Maximising

MODE OF COMMUNICATION: Face-to-face

TIMING: After announcing to the whole company
** remorse and regret having to do this action, as a last means