These stories went viral in the media and became a headline in the newspapers and the TV channels. But Pepsi handled this situation very well with the help of its crisis management team Paul Holmes, The Company did a great job to save its reputation and it stayed strong and calm during a time of crisis and took good steps to prove that these allegations were false.
Pepsi is a carbonated soft drink manufactured by PepsiCo. In , the company faced a big crisis related to one of its products named Diet Pepsi. This case was started in Tacoma, Washington. An elderly couple complained on June 9, , that they have found a needle inside the can of Diet Pepsi Paul Holmes, They returned the can to shop owner and called their lawyer who directly made a call to the press and local health officials Paul Holmes, The next day, the second case was reported by a woman in Federal Way, Washington which is just ten miles away from Tacoma Paul Holmes, The third complaint came from New Orleans, Louisiana on June 13, One woman in Portland said that she found two syringes in a single glass Paul Holmes, In New York, a man claimed he accidentally swallowed two pins that were in a Pepsi bottle.
A woman from Beach City said she found a sewing needle in one can Paul Holmes, More than 50 reports of Diet Pepsi tampering had been reported across 23 states Paul Holmes, There were no reports of deaths or serious injuries and no indication that any kind of poison had been found in the cans of soda. The FDA did not give any kind of product recall order to Pepsi.
Pepsi was puzzled and made executives from its local bottler, Alpac Corporation, available to the media Paul Holmes, During this crisis, the biggest challenge for PepsiCo was to prove that all these rumours about the Diet Pepsi can were false and maintain its reputation in the market and public. It was difficult to handle, but it was important for Pepsi to present all the facts to the public to maintain its good name. Another Challenging part of the crisis was to fight back with the wrong media coverage against the company because the media was causing more panic than the syringes Madison Hanna, This issue became very popular in the media and it was very tough for anyone to ignore it and not make an opinion about it Valerie Zhuluri, So, it had become a challenge for Pepsi how to get the wrong media coverage in its favour.
PepsiCo put the public first. It showed to the public that they genuinely care about this crisis Syringe in Pepsi Can, Fukushima Nuclear Disaster. Bhopal gas tragedy. Bhopal Gas Tragedy case study. Johnson and johnson and tylenol case study. Bp oil spill case study. Related Books Free with a 30 day trial from Scribd. Elizabeth Howell. Logicomix: An epic search for truth Apostolos Doxiadis. Related Audiobooks Free with a 30 day trial from Scribd.
Pastoral Song James Rebanks. Rasika Gothankar. Views Total views. Actions Shares. No notes for slide. Pepsi Case Syringe in the Pepsi Can In the situation in which the syringes and various other foreign objects were found in the Diet Pepsi can, the corporation was exceptionally….
Crisis Intervention Practice Session "When you can accurately hear and understand the core emotional feelings inside the client and accurately and caringly communicate that understanding to the client, you are….
Pepsi: Soft Drinks Pepsi is a global icon that not only deals in beverage market but also deals with food products. Crisis Management Successfully resolved crisis with the help of PR The following examples proved to be good learning examples for the proposed study.
Diet Pepsi Wilcox, , pg. All Rights Reserved. Syringe in My Pepsi Can! The crisis that PepsiCo had to handle in was a very difficult one because it implied both reality and perception as communication consultant Steven Fink stated. Thus, on the one hand, the U. Consequently, PepsiCo had to remove both the real crisis by identifying the ones committing such fraudulent acts and the negative perception that began to have a clearer shape in the consumers' minds.
Therefore, one could state that PepsiCo's crisis communication was effective because it addressed causes and effects at the same time. If the company had addressed only effects i. On the other hand, if the company had exclusively focused on causes, the consumers wouldn't have found out about PepsiCo's discoveries regarding the hoax and would have remained loyal to their distorted image of the company's products, an image resulting in significant losses and, eventually, in the company's failure.
The publics involved In order to manage the crisis, Becky Madeira, the vice president of public affairs decided to focus on both internal publics employees and Pepsi Cola bottlers and external ones the news media and retailers. Download full paper NOW! The Crisis Assignment First of all, employees represent an important segment that companies must take into consideration when being compelled to handle a difficult situation because they are usually haunted by journalists and relatives for extra information Gordon, Therefore, Pepsi kept its personnel up-to-date by providing information with regard to the nature of the crisis and the steps that the company took for removing it.
He would like to see news organizations limit their coverage of tampering until a responsible agency believes there is a genuine health risk. According to N. The public relations industry generally has nothing but praise for the way Pepsi handled the crisis.
It's a logistical nightmare but they did it, and I think they did it very well. Such comments, made before it became apparent that the story was a hoax, look less than brilliant with hindsight, and show the dangers inherent in commenting on such cases while they are still being played out. In the long term, the way the company handled the crisis may actually benefit sales, according to some observers. Doug Hall, president of research company Richard Saunders Inc.
People are cheering for Pepsi. It helps that Pepsi is a very friendly company. Its advertising is hip, it's a solid company.
Long-form journalism that analyzes the issues, challenges and opportunities facing the PR business. Diana Marszalek 11 Jan Kate Corcoran Adorno has been named Actual Agency's new president after four years with the firm.
Arun Sudhaman 06 Jan The first instalment of a two-part series convenes India's corporate comms leaders to examine how th Paul Holmes 04 Jan Our analysis identifies seven interesting trends in the expanding public relations agency acquisitio We feel that the views of the reader are as important as the views of the writer.
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