The Vicious Valentine

Abstract

Carol Sander, CEO of the Sentiments from the Heart greeting card company, needs to respond to a crisis situation involving a mix-up in Valentine’s Day greeting cards that caused young children to receive cards with offensive messages. Although a subcontractor caused the problem, her company has received word that a lawsuit is being filed by a customer whose grandchild was affected by an offensive card. The company, which grew from a small business into the third-largest greeting card company in the United States, failed to develop a crisis communication plan. What strategies and messages should the company employ to address the crisis and restore its image?