Blizzard Draft 3
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Miami Regional University Florida *
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Communications
Date
Nov 24, 2024
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docx
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3
Uploaded by Tonymaxwell
Introduction (200 words) Blizzard Entertainment has been a leading player in the gaming
industry for decades, known for developing popular games such as World of Warcraft, Diablo,
and Overwatch. However, the company has faced a number of controversies in recent years,
particularly related to player conduct and community management. This essay will examine
Blizzard's crisis communication strategy in response to these controversies, exploring the
effectiveness of their communication channels and methods in managing their reputation and
stakeholder relationships.
Overview of Blizzard's Communication Strategy (300 words) Blizzard has used various
communication channels over the years to connect with its stakeholders, including social media,
forums, and customer service. However, their communication strategy has evolved over time,
with the company becoming more active on social media and shifting its focus to engaging
directly with players. Despite these changes, Blizzard has faced criticism for its slow and
ineffective response to certain controversies, which has led to negative media coverage and
backlash from stakeholders.
Impact of Blizzard's Controversies on Reputation and Financial Performance (500 words)
Blizzard's controversies have had a significant impact on its reputation and financial
performance. For example, the company's stock price dropped after the controversy surrounding
its decision to ban a professional Hearthstone player for supporting the Hong Kong protests. The
controversy not only damaged the company's reputation, but also led to a decline in its player
base and revenue. Blizzard's response to the controversy was criticized for being too late and too
weak, highlighting the need for effective crisis communication strategies.
Case Studies of Companies with Successful Communication Strategies (500 words) To
identify effective crisis communication strategies, it is helpful to examine case studies of
companies that have successfully managed similar controversies. For example, when Starbucks
faced a public backlash after two black men were arrested in one of their stores, the company
responded quickly and effectively by publicly apologizing and announcing new policies to
prevent similar incidents in the future. Similarly, Domino's Pizza was able to turn a negative PR
incident into a positive outcome by acknowledging its mistakes and making changes to its
product and communication strategies. Analyzing these case studies can help Blizzard identify
effective communication strategies and learn from the mistakes of other companies.
Role of Social Media in Shaping Blizzard's Communication Strategy (400 words) Social
media has played a significant role in shaping Blizzard's communication strategy. The company
has a large following on social media platforms such as Twitter and Facebook, and often uses
these platforms to communicate with players and promote its games. However, social media can
also be a double-edged sword, as negative comments and criticism can spread quickly and
damage a company's reputation. Blizzard needs to be proactive in monitoring and responding to
social media feedback in order to effectively manage its reputation and stakeholder relationships.
Assessment of Blizzard's Communication Channels (500 words) Blizzard uses a variety
of communication channels to connect with its stakeholders, including its website, forums, and
customer service channels. However, these channels have been criticized for being inaccessible
to some players and lacking in inclusivity. For example, Blizzard's forums have been criticized
for being hostile and unwelcoming to certain groups, such as women and LGBTQ+ players. The
company needs to evaluate its communication channels and ensure they are accessible and
inclusive for all players. Additionally, internal communication channels, such as employee
newsletters and intranet, should be evaluated to ensure effective communication within the
company itself.
Comparison of Blizzard's Communication Strategy with its Competitors (400 words)
Blizzard's competitors in the gaming industry, such as Electronic Arts and Activision Blizzard,
also face similar controversies and have developed their own crisis communication strategies.
Comparing Blizzard's communication strategy with its competitors can provide valuable insights
into effective crisis communication strategies. For example, Activision Blizzard has faced similar
controversies to Blizzard, such as the harassment allegations
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