Natalie Fisher

Crisis Plan II

6 July 2012

Background: The Company or really the population that is in crisis this time is the honey bees. Honey bees help produce over half of our food and the population of honey bees are plummeting to the ground very fast.


Problem: The problem is that all of these bees are decreasing so not only is it putting beekeepers out of a job but it is putting all this crops that need these bees to help produce in a lot of danger. Many people do not realize that the honey bee is worth so much and that it is really used to over 50% of the food that is served to you on your table.


Situation: There can be a lot of strengths and weaknesses shown for this company. The strength is that they know the fast decline of honey bees and are willing to try to save them and they were not afraid to reach out to a huge company that many people knew (Hagen Daaz). The weaknesses that I could see are this crisis is that until this case study I had no idea that the honey bee was so responsible for more than honey. I feel like they did a poor job at educating people about the honey bee and why we need to try to save it.


Strategies: They have done a lot to cope with the honey bee crisis. Like I mentioned above they started to include a company that had a big name with the population and used them to help support the awareness of honeybees. The ice cream makers Hagen Daaz went in and even made an ice cream flavor called Vanilla honey bee to bring support, awareness and help fund the bee keepers to keep the numbers of the bees up and not declining.


Consequences: There were really no negatives to this. They had an outstanding first year and raised a lot of money and awareness for the honey bees. The population responded is a very high manor towards what Haagen Dazs had to offer and how they wanted to try to save the honey bees.


Overall I feel like this is was a great example of a success story for PR. They knew what there problem was, they got a huge company to help them out, and they raised what needed to be raised to help out this situation. They contacted the people right away, they did not wait on it and they got ahold of the problem instead of sitting on it and letting it get so bad that it was a unfixable tragedy.


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One Response to HDHB

  1. lynnluig says:

    If one good thing came out of this assignment, it is that it made people in our course aware of the honey bee crises. CCD is one of those stories that could easily be viewed as an over reaction or something only activists and environmentalists care about. The honey bee decline is a HUGE problem for all of humanity, just like global warming itself. I think the Haagen Dazs campaign helped to add credibility to the problem. It was a win win situation.
    I respectfully disagree with your statement that “I feel like they did a poor job at educating people about the honey bee and why we need to try to save it.” I also found out about the honey bee crisis through a different channel but, the text cited a study that was conducted that found “an eight point increase in awareness of the honey bee issue and a six point increase in accurate identification of the issue.” I think this proves that their campaign was effective.

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