Case Study: PepsiCo Crisis Case Study by cee-cee

Case Study: PepsiCo Crisis
Presents an analysis of the the way that PepsiCo managed its public relations communications in response to a hoax claiming that various and dangerous objects were found inside Pepsi cans.
# 107670 | 1,905 words | 3 sources | APA | 2008 | US
Published on Sep 10, 2008 in Business (Companies) , Business (Marketing) , Communication (General)

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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

Sample of Sources Used:

  • Gordon, K. T. (2001). Under Fire - How a Small Business Can Handle a PR Problem. On the Internet at: Retrieved July 6, 2007.
  • Richardson, K. (2006). Public Relations in a Crisis: How to Make the Web Work for You. On the Internet at: Retrieved July 6, 2007.
  • Internet Usage Statistics - The Big Picture (2007). On the Internet at: Retrieved July 6, 2007.

Cite this Case Study:

APA Format

Case Study: PepsiCo Crisis (2008, September 10) Retrieved February 28, 2020, from

MLA Format

"Case Study: PepsiCo Crisis" 10 September 2008. Web. 28 February. 2020. <>