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"There's A Syringe In My Pepsi Can" Crises.

1010 words - 4 pages

There's a syringe in my Pepsi can crises. In most cases a crises occurs at the most unexpected times. The crisis seems to take the organization by surprise and is usually reached due to a lack of a control and response system. This is apparent in the case study "There's a syringe in my Pepsi can!" Effective communication is the key to successful communication to the Pepsi crises. (Center, 2003)In this case the consumer claimed to have found a hypodermic syringe in a can of diet Pepsi and this was quickly followed by many similar reports from around the country. Pepsi immediately produced and distributed information showing that it was impossible for a foreign substance to make its way into the canning process. The president and other top managers made themselves available to the media where they explained the company's safety measures in the canning process. Public fears were dealt with and the crisis diffused. (Center, 2003)Crisis management is a plan of action to be implemented quickly once a negative situation occurs. Reputation management is a strategy that is used all year long, utilizing a proactive approach. Crisis Management is evolving into reputation management for a number of reasons. First, this new phrase should attract more attention from top management. Presidents and CEOs do not often want to think about potential crisis situations. For many executives, a crisis is something that happens to someone else. It is a distant thought that can quickly be relegated to the back of the mind, replaced by concern for profit and productivity. So, the phrase "crisis management" may not sell well at the top. But every executive must be concerned about the reputation of the company or organization. First, communicating quickly and proactively in a crisis is mandatory. When your reputation is at stake because of a crisis that occurred one hour ago, it is not a good to call a meeting to discuss strategy. Second, the most important rule in defending, preserving or enhancing a reputation is that you work at it all year long, regardless of whether or not a crisis strikes. (Patterson, 2005)A example of good crisis management where the company went all out to get back on track as earliest as possible with out losing a lot of customers or sales due to the incident. This shows that Pepsi has an effective crisis management teams who did their job and most important was the fact that they earned the respect of there clients and employees. Pepsi was able to communicate with its public effectively because of its PR campaign. Vice President of Public Affairs Becky Madeira was able to address the news media, customers, consumers, and employees as well as local Pepsi-Cola bottle with its "One Clear Voice" approach, which informed the public of proper facts and any new updates as they arose. (Center, 2003)Pepsi's PR campaign involved four principles, putting the public safety first, establishing and fixing the crisis, communicating with the internal and external...

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