PepsiCo's Public Relations Case Study by Zoey

PepsiCo's Public Relations
An analysis of PepsiCo's public relations strategy when people reported finding syringes in cans of Diet Pepsi.
# 97263 | 1,291 words | 2 sources | MLA | 2007 | US
Published on Jul 30, 2007 in Business (Companies) , Business (Management) , Business (Marketing)

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This paper presents a summary of a publication relations strategy initiated by PepsiCo at a time of crisis. The paper presents an evaluation of the effectiveness of communications between PepsiCo and the public. The paper looks at the different publics involved in the case and differentiation between the internal and external publics. The paper also examines PepsiCo's public relations communication tools, techniques and technologies used in the crisis. The paper concludes that the PepsiCo case is a tribute to sound thinking and decisive, rapid PR activities in the face of imminent corporate catastrophe.

Case Information
Effectiveness of Communication with Publics
Tools and Technology

From the Paper:

"In operation for more than 100 years, PepsiCo is one of the world's largest manufacturers of food and beverage products and employs more than 157,000 people (PepsiCo, Inc., 2007). One of PepsiCo's top selling items is Diet Pepsi canned soda. On June 10, 1993, an elderly couple in Fircrest, Washington reported finding a syringe in a can of Diet Pepsi. For the following 7 days, a barrage of claims from across the country reporting syringes in cans of Diet Pepsi, appeared in media reports. The situation escalated to the point reputable media agencies began calling for the recall of Pepsi products. The PepsiCo help firm did not recall the products, and provided full disclosure of the companies operating procedures and research findings relevant to the reported incidents."

Sample of Sources Used:

  • PepsiCo, Inc. (2007). Retrieved January 26, 2007 from PepsiCo Web site:
  • Seitel, F.P. (2004). The practice of public relations (9th ed). New York: Prentice-HallPublishers.

Cite this Case Study:

APA Format

PepsiCo's Public Relations (2007, July 30) Retrieved July 06, 2020, from

MLA Format

"PepsiCo's Public Relations" 30 July 2007. Web. 06 July. 2020. <>