The Pepsi Crisis and Public Relations Case Study

The Pepsi Crisis and Public Relations
A case study of Pepsi's use of communication and public relations during a crisis.
# 144859 | 1,056 words | 1 source | APA | 2006 | US

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The paper examines the effectiveness with which Pepsi reacted to the crisis of syringes being found in Pepsi cans. The paper determines whether their public relations representative handled the situation appropriately and looks at what communication techniques and tools were used to influence or inform the target audiences for Pepsi's communications. The paper also discusses how such a crisis today would be handled and what impact new technologies could have on such a situation.

Evaluation of Communication Efforts
Identify the Publics
Identify Public Relation Tools and Techniques
Today's Crisis

From the Paper:

"After reading about the crisis that Pepsi had and their success at eliminating or showing the hoax it is easily determined that they effectively used the proper public relations techniques needed to dispel the growing alarm consumers were finding at drinking Diet Pepsi. From the article we see that Pepsi followed their protocol and crisis management plan to relay facts and information to their publics that proved to support their claim that nothing could get into the products during the manufacturing time. The article did suggest that Pepsi did not make full statements as quickly as they believed should have been made but Pepsi's Vice President of Public Affairs Becky Medeira responded by saying "things might have been handled better, but ...'time was the enemy. It took us time to conduct the investigation in the plants, await FDA conclusions, and then get the information to gather to answer all the questions...'". This shows that Pepsi's representative did feel that they could have done a better job but because of time constraints and their desire to prove that it was not a problem caused by their manufacturing process had to make time for investigations. During that time though the media continually ran stories and more and more complaints popped up becoming a national problem."

Sample of Sources Used:

  • University of Phoenix. (Ed.). (2004). Public Relations Practices. [University of Phoenix Custom Edition e-text]. Upper Saddle River: Pearson Custom Publishing. Retrieved June 4, 2006, from University of Phoenix, Resource, MKT/438-Public Relations Web site:

Cite this Case Study:

APA Format

The Pepsi Crisis and Public Relations (2010, October 13) Retrieved May 21, 2022, from

MLA Format

"The Pepsi Crisis and Public Relations" 13 October 2010. Web. 21 May. 2022. <>