Effective Communication Case Study Analysis
There's a Syringe in My Pepsi Can!
Identify the different publics involved in the case study. Differentiate between the internal and external publics involved. What impact did the communications have on the intended public(s)? Could the message have been communicated more effectively? How?
Identify the different PR communication tools and techniques that were used to inform, influence, and motivate the public(s) in the case. Evaluate the benefits and risks of using these tools. What other tools would you have used?
If this crisis were to occur today, how would new technologies, such as the Internet, impacted this case? Due to the recent globalization of markets, would the outcome of this case be different if the events occurred today?
How an organization handles itself in the midst of a crisis may influence how it is perceived for years to come. In the case study of "There's a Syringe in my Pepsi Can," a consumer claims that they found a hypodermic syringe in their Diet Pepsi can. News spread like wildfire across the nation by similar claims and reports all over the country. Pepsi had to react and do so quickly. It was imperative that Pepsi communicates with the public in an effective manner that showed genuine care and concerns for its consumers and retailers and to also calm the public before matters escalated. This paper will take the reader through the course of action taken by Pepsi and the effective communication that was displayed to the media and the public.
Almost as soon as the news broke about the syringe, mixed signs and feelings were spread amongst the general public. The news media related a state of surprise, as the news was seemingly shocking. Insufficient information left the public in a state of panic, as many things happened at one and rumors flew everywhere. The crisis further expanded from one consumer finding a syringe to a number of people making the same claim that showed a loss of control by showing the escalation of events by the same discoveries happening simultaneously. There was an increased outside scrutiny as the media, stockbrokers and talk show hosts and the public in general fed on rumors. Pepsi understandably felt surrounded. The consequences for managing this crisis was to keep credible communication flowing. The publics involved in this case study was the news media, customers (who purchased the product for retail sale), consumers, and employees of Pepsi-Cola bottlers.
For the public, Pepsi had a team of six media relation specialists prepared to respond to media inquiries and to provide regular and accurate updates of facts and developments. Internally, Pepsi also had a second team that wrote and produced video news releases, audiotapes, press releases, ...
This paper will take the reader through the course of action taken by Pepsi and the effective communication that was displayed to the media and the public in 1235 words and three references.