Step $1$: Develop a base communication response.

Consider who should provide the response. Should the response come from the CEO or another executive? Should it be a general statement from the corporation? Should the response be managed by Unilever, the parent business?

Consider the audience, which stakeholder group is the most important to address?

Sketch the main issues to include in the response.

Step $2$: Identify the type of crisis and SheaMoisture$$s level of responsibility.

Types of crisis include the victim crisis, the accidental crisis and the preventable crisis.

Levels of responsibility include minimal crisis responsibility, low crisis responsibility and strong crisis responsibility.

Step $3$: Determine the intensifying factors that exist for SheaMoisture.

Intensifying factors include prior crisis history, a negative prior reputation, and poor relationship history with one or more of the stakeholders.

There may be one or several intensifying factors.

Step $4$: Select Reputation Repair Strategies.

Based on your assessment of the type or crisis, the level of crisis responsibility and any intensifying factors, determine what reputation repair strategies should be used in the expanded crisis response.

Reputation repair strategies include:

Attack the accuser.

Denial.

Scapegoat.

Excuse.

Justification.

Compensation.

Apology.

In addition to the primary reputation repair strategies, supplemental strategies of reminder and ingratiation may be used.

Step $5$: Revise & Expand the base communication response.

After determining which reputation repair strategies would be appropriate in SheaMoisture's situation, revise the base communication response.

The expanded communication response should be a formal draft of what you believe SheaMoisture should use to respond to social media postings on June $9,2020.$