Pepsi Public Relations

Paper Summary:

This paper discusses Pepsi's handling of the claim that a syringe was found in a can of Pepsi soda. The author describes the communication involved. The paper explains the addressing of internal and external different publics.

From the Paper:

"There were several publics involved in this case. Perhaps the most important public was the one comprised of the actual customers of Pepsi products especially those consumers of Diet Pepsi. Another important external public was comprised of consumers generally regardless of whether they were Pepsi customers. PepsiCo did not perform well."

More papers on Pepsi Public Relations :

• Case Study # 144859 : "The Pepsi Crisis and Public Relations"
• Case Study # 97263 : "PepsiCo's Public Relations"
• Essay # 69449 : "Pepsi Cola and the Syringe Hoax"

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