ColorChem Crises

Please read the following scenario carefully and provide a detailed plan of action as
desired.

ColorChem Ltd
Balkum,Thane.

Situation: ColorChem Ltd is a large chemical manufacturer that

employs over 900 Thane and Mumbai residents at its Balkum plant.

Founded in 1948, this publicly held company has seen its share value
increase from Rs. 10 to Rs.670 (plus annual dividends). Many
shareholders living in and around Mumbai admire the company. Now
the company is facing its greatest crisis to date. The company has been
getting rid of poisonous zinc-plating residue by dumping them into a
large field adjacent to the factory. This toxic fluid has slowly infiltrated
ground water that feeds into Ulhas River. Two days ago, 25,000 dead
Rohu (a species of fish for human consumption) were found floating in
the creek, killed by the cyanide in the waste fluid that was not
adequately treated. Drinking water could be contaminated, too. The
Mumbai-Thane Environmental Protection Agency is planning to indict
the company and the media is publicizing the incident.

Companies are just as susceptible to crises as any other kind of organization. Crisis can be a
serious threat to any brand as it can leave great negative impacts on the reputation of any
company. It's important for companies to have plans in action, in case an unfortunate
situation occurs. Assume yourself in the position of Director – Corporate Communication of
ColorChem Ltd., develop a Crisis Communication Plan to tackle any such situation and
figure out solutions to resolve it. With an objective to restore public, employee, and
shareholder confidence AND pacify the authorities, write a comprehensive phase wise plan
that would help the organization overcome the crisis effectively.