RIM management is faced by a problem and the management ought to communicate to the stakeholders to avert the loss of public trust. The problem affected almost all the users in the world which was unfortunate but disastrous. In addition, given that Apple Inc. was just about to release an iPhone 4s, competition was of concern at the period. However, in any circumstance, communication is very paramount. The management should have communicated to its several stakeholders.

The main stakeholders are the customers. Without the customers, the company cannot survive. Any profit the company makes comes from the customers who were the worst hit by the service outages. The customers are the end users of the Blackberry phones. If they are not satisfied with the service accorded by RIM, they have other substitutes such as iPhones. The management should have notified the customers in due time about the problem and assure them of immediate comeback. However, the management waited for two days before notifying the public what the real problem was.

The other stakeholders the company should have considered are the industry officials. When such a problem rises, the industry officials are liable to answer any questions from different corners. They should know what is happening in their industry to maintain trust in the industry. However, when a company faces a problem and then keeps quiet about it. The officials are blamed for not managing the industry and this may affect the whole industry.

Other stakeholders the company should have considered include the media. The media gets information to the people. When given no information in case of such a problem, the media speculates and makes things worse. The management should have communicated with the media so that the real issue can get to the public and not speculations.

There are some possible reasons why RIM management waited more than three days before issuing an official response to the public. One of the reasons is that they did not want to break the public trust given that the Apple iPhone 4s was just about to be released. The company was already losing market share in the U.S. The company thought that keeping the customers on the dark was better because notifying them about the problem would mean that they also have to assure them that the problem will not occur again. Another reason was that supplying this information to the public would have affected the company shares. Such a negative problem would have caused panic in the stock market and people would have rushed to sell their shares thus reducing the price and the value of the company.

These reasons are however not justified. The public suffered when the problem occurred and RIM management should have taken the responsibility instead of keeping the public on the dark.  Maintaining silence makes the public speculate causing panic worse than when the public know the real reason.

What CEO Lazaridis should have done in the hours after the problem started was to call for a press conference and notify the public that thee company was experiencing a problem which the engineers are working to resolve. This would have given the public an assurance that the company knows what is happening and is working on it. After two days when the real problem was identified, the public should also have been notified about the progress made. With this the public as well as the media would have no room for speculation.

 
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