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Effective Communication Case Study Analysis Of: There's A Syringe In My Pepsi Can!

815 words - 4 pages

In most cases it seems that when crisis occurs, it takes the organization by surprise and the worst case scenario is usually reached due to a lack of any or an effective control and response system. It is apparent in the case study "There's a syringe in my Pepsi can!" certain crisis could have been averted what is not apparent is how early warning systems can be designed evaluated and put into an effective practical use. Effective communication is the key to Pepsi's management crisis.In this case study a consumer claimed to have found a hypodermic syringe in a can of Diet Pepsi and this was quickly followed by similar reports around the country. Pepsi immediately produced and disseminated ...view middle of the document...

The company's strategy was to "reassure the public that this was not a manufacturing crisis, what was happening was not occurring inside our plant" (Center Allen H. PR Practices Pg. 329). The PR team used specific PR communication tools to accomplish these principles.The PR coordinator Madeira, used specific techniques to inform, influence, and motivates the public such as video news releases (VNR), press releases, charts, audio tapes, diagrams of the production process and photos for external and internal distribution. "A crisis is one of the most public test of a corporate reputation, but by its very nature it's also one of the most difficult to prepare for" (Ong Ts Colin).The VNR, proved to be the most effective approach to communicating with the public. Some other approaches to consider would be guiding the company through a series of worst case scenarios such as flash flood or even a terrorist attack, the company can offer checklist and field proven action tests for a quick result. The PR department should instruct all manager and corporate executives on how best to prepare their teams for a crisis and how to deal with customers, employees, and the media in the aftermath.Pepsi's public relations teams established a successful strategy using effective...

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