Effective Communication Case Study Analysis of: There's a Syringe In My Pepsi Can!

Essay by adones1University, Bachelor'sA+, March 2005

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In most cases it seems that when crisis occurs, it takes the organization by surprise and the worst case scenario is usually reached due to a lack of any or an effective control and response system. It is apparent in the case study "There's a syringe in my Pepsi can!" certain crisis could have been averted what is not apparent is how early warning systems can be designed evaluated and put into an effective practical use. Effective communication is the key to Pepsi's management crisis.

In this case study a consumer claimed to have found a hypodermic syringe in a can of Diet Pepsi and this was quickly followed by similar reports around the country. Pepsi immediately produced and disseminated information showing that it was impossible for a foreign substance to make its way into the canning process. The president and other top managers made themselves available to the media where they explained the company's safety measures in the canning process.

Public fears were dealt with and the crisis diffused. This is an example of good crisis management where the company went all out to get back on track at the earliest. This shows that Pepsi has an effective crisis management teams who did their job and most important was the fact that they earned the respect of there clients and employees.

A crisis is an "episode or series of events usually unexpected that creates a very real potential for adverse or even catastrophic consequences" (Centers Allen H, PR Practices Pg 322). Pepsi was able to communicate with its public effectively because of its PR campaign. Vice President of Public Affairs Becky Madeira was able to address the news media, customers, consumers, and employees as well as local Pepsi-Cola bottle with its "One Clear Voice" approach, which informed the public...