Case Study: PepsiCo Crisis

Paper Summary:

The paper explains that, in this 1993 case study, PepsiCo received a blow to its image as a promoter of health and safety promoter as a result of a hoax that reported that various and dangerous objects had been found in Diet Pepsi cans. The paper then relates that the company's crisis communication that responded to the hoax was effective because it addressed causes and effects. The paper then describes the way the vice president of public affairs managed this crisis by focusing on both internal and external publics and the use by PepsiCo of PR tools and techniques. The paper also notes that, if the crisis were to occur nowadays, a website would be compulsory.

Table of Contents:
The Publics Involved
PR Tools and Techniques
New Technologies and Globalization

From the Paper:

"Thirdly, besides video and printed news releases, the company also resorted to talk shows and interviews. In this regard, the spokesperson (Weatherup, PepsiCo's president) played a vital role as its cool nature, prompt answers and availability for media inquiries proved that the company had nothing to hide. Yet, the benefits of the technique above could have turned into disadvantages if the spokesperson lost his temper, didn't know what to answer or provided details that shouldn't have reached the media."

Sample of Sources Used:

• Gordon, K. T. (2001). Under Fire - How a Small Business Can Handle a PR Problem. On the Internet at: http://findarticles.com/p/articles/mi_m0DTI/is_4_29/ai_73121444. Retrieved July 6, 2007.
• Richardson, K. (2006). Public Relations in a Crisis: How to Make the Web Work for You. On the Internet at: http://www.sideroad.com/Public_Relations/public_relations_crisis.html. Retrieved July 6, 2007.
• Internet Usage Statistics - The Big Picture (2007). On the Internet at: http://www.internetworldstats.com/stats.htm. Retrieved July 6, 2007.

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