Unit 03
Crisis Management
職場攻略/辦公日常
Workplace English/Workplace Communication
BRAIN STORM
Share your ideas with your teacher and try to make sentences.
On a scale of 1-10, how do you rate your crisis management skills?
VOCABULARY
Repeat these sentences after your teacher.
1. recall (v.) 召回
Do you recall giving this to her?
你還記得給她這個嗎？
2. bound (adj.) 必定的
You are bound to face challenges.
您注定會面臨挑戰。
3. scrutiny (n.) 監督調查
He was interviewed and under scrutiny for 5 minutes.
他接受了採訪並接受了5分鐘的審查。
4. transparent (adj.) 透明的
Your liquidation should be transparent.
您的清算應透明。
5. to break the story (phr.) 公佈消息
I would like to break the story myself.
我想自己講這個故事。
6. devastate (v.) 毀壞
Issues devastate a company’s image.
問題破壞了公司的形象。
7. press (n.) 媒體
She will have an interview with the press.
她將接受媒體採訪。
Dialogue
Read the dialogue aloud with your teacher.
I apologize again for the short notice here, but thank you for joining me. As you both know, we’re facing a product recall. I understand that nobody is looking forward to facing a situation like this, but it’s really important that we figure out how to address this with the public ASAP. This will likely cause a bit of a disruption in business and production and we’re bound to deal with some bad press and public scrutiny.
我再次為這次會議的臨時性抱歉，也感謝你們參與。兩位都知道，我們正在經歷產品召回。沒人願意看到這樣的局面，但是我們必須以最快的速度想出如何和公眾交代。這會給我們的經營和生產帶來一些影響，我們也會面對一些負面的媒體報導和公眾監督。
I really can’t believe this… Sherry, how do you propose we get out of this mess?
我真是不能相信…Sherry，你建議我們怎麼解決這個問題？
Well, I’ve been working closely with our crisis management team. And it seems like our best approach is to be as transparent and proactive as possible. I’d like for us to break the story to the public ourselves, rather than letting it leak to the media first. And as the PR Director, I’ll handle those arrangements, but…
我一直在和危機管理團隊討論。我們認為最好的方法是做到最大程度的透明和積極。我希望我們能自己向公眾宣布這個消息，而不是讓媒體先把消息報導出來。作為公關總監，我會來處理這個過程,但是..
Wait, this is ludicrous! Why would we put ourselves out there like that?
等等，這個太荒謬了！我們怎麼能自己先宣布？
Hold on a sec James; let’s hear her out first.
James，等一下。我们先听她说。
So, I’d like to arrange a recall announcement and schedule a few follow-up interviews. But… I think it would really make a statement if you two could take part in a few of them. We could probably earn a little more respect if they see the CEO and COO take the time and effort to really address this. I think the public would respond better to it.
我想安排一個產品召回公告，然後安排幾個後續採訪。但是我覺得這個消息如果由公司的CEO和COO宣布，我們會贏得公眾很多的信任和支持。
We’re approaching the end of the quarter and we’ve set some huge sales goals within the company. Not only will we likely not meet these goals, but this could also devastate morale among the company. I really think we should wait a few weeks and let this quarter finish out.
快要到季度末了，我們這個季度的銷售指標很高。我們這麼做很可能完不成指標，而且會打消員工的士氣。我覺得我們應該拖幾個禮拜，等這個季度結束再說。
Oh come on James… that’s borderline unethical. I really don’t think that’s an option.
James，這樣做有背道德準則。我覺得我們根本不該考慮這個選項。
No, it’s not an option. I highly suggest we deal with this head on. We’ve got to do some damage control and mitigate negative publicity. I’ve developed a statement for the press that I’d like for you two, and our Legal Advisors, to review and approve. I’ll read it at the recall announcement and we’ll go from there. As CEO, the final decision is in your hands though, Dan. What are you thinking?
不能這麼做。我強烈建議我們直面問題。我們必須做危機管理，減少負面報導。我已經起草了一份新聞稿，法律顧問會查閱、批准。我會在產品召回的記者會上讀這個新聞稿。 Dan，作為CEO，最終的決定應該由你來做。你怎麼想？
I agree with you, Sherry. I like the approach. And I’m definitely willing to take the time to respond to media inquiries. James, I trust that you are too?
Sherry，我同意你的觀點。我也喜歡這種處理方法。我也非常願意花時間回應媒體的問題。 James，我想你也是吧？
Yea yea, I am…. We’ve really got our work cut out for us though.
是。我們真是任務艱鉅啊。
Trust me, this will be the best for us in the long run. It may seem like a tough road ahead, but if we do everything we can to get this message out, it’ll earn us high marks from the media and consumers.
相信我，這是對我們長遠來說最好的做法。現在可能看起來很艱難，但是如果我們盡全力把我們的訊息傳遞出去，媒體和消費者都會給予我們正面評價的。
Alright… (sigh). Let’s take a look at this press statement…
好吧。我們看一下新聞稿…
Grammar
To be bound to
The word “bound” actually has many meanings in English. Here, we are looking at it as an adjective that is similar to destined, sure or certain. It is a phrase that is used as “to be bound”, depending on the subject and tense.
1. We are bound to win a game someday soon!
2. It was bound to happen eventually.
3. They were bound to be successful business partners.
DISCUSSION
Make a conversation with your teacher.
1.How do you personally manage a crisis? Recall a problem that you have at school / home / work and tell your teacher how you dealt with it.
