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Effective communication Case study Analysis - Essay Example

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The news media who were responsible in airing the reported incidences, the media involved were KIRO, a local television station, Seatle Times, a newspaper based in Washington. They all reported a case in Tacoma where Earl and Mary reported finding a used syringe in a Pepsi can that was half empty…
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Effective communication Case study Analysis
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Question A The case study involves a number of publics involved in communication with Pepsi Company, they include: The news media who were responsible in airing the reported incidences, the media involved were KIRO, a local television station, Seatle Times, a newspaper based in Washington. They all reported a case in Tacoma where Earl and Mary reported finding a used syringe in a Pepsi can that was half empty. Others include the Milwaukee, Los Angeles times, CBS among others.
The second public was the retail customers who received complaints from the final consumers they were Kroger, who gave Pepsi products to customer as a refund to counter their uneasiness after the devastating news. Some convenience stores like Sheetz with more than 250 stores had to withdraw more that sixteen Diet Pepsi bottles from their shelves following a case in West Virginia where a man found a syringe in his drink. Convenience stores and grocers from Oklahoma to Iowa also closed down.
The third public was the employees of the company to whom the communication impacted very negatively, they were thought to be the one involved in the syringes scandal, lastly there was local Pepsi - cola bottlers as the last public.
They were believed to be the one behind the needles and syringes found in the Pepsi cola cans. The used communication impacted negatively to all the four publics a better way of doing it was for the first compliant to contact the company's management instead of reporting to a lawyer who made it aired in twenty four states.
Question B
The company applied good methods in managing communication between them and the publics so as to manage, build and sustain a good image. To win back customers loyalty the company incorporated Alpac (the local bottler) in its investigation jointly with food and drinks administration and local head officials the investigation cleared Alpac. The media was allowed to visit the plant owner with the quality assurance manager and the plant owner being made available for them.
The coordinator of crisis organized a group of six specialists in media relationship to provide development and facts through responding to media inquiries, there were twenty four hotlines where consumers made calls and comments, meant to assure consumers that their products were safe. Each compliant was well attended by the quality assurance specialists who collaborated with local health officers and FDA lastly, personnel from the sales and marketing departments maintained good relationships with their customers (i.e. restaurants, supermarkets etc)
Using the tools were quite beneficial because all the involved parties were considered starting from the plant owner to the consumers, the media, FDA and local health officials were involved thus producing exemplary report. I would also have considered involving investigators complaints so as strike a balance.
Question C
If the crisis occurred in the modern world which is characterized by new technological advancement, the impact would be great and very negative hence threatening the survival of Pepsi Company. A technology such as internet can be used to send information around the globe within seconds, unlike magazines, radios and television station that covers a given scope, internet connects the whole world and such complaints would spread like bush fire. The outcomes would be very different because the PR communication tools to be used in countering the impact would be very costly and tedious.

Bernays, E. (1998): Public Relations. Boston, MA: Bellman Publishing Company.
Phillips, D. (2001): Online Public Relations. London: Kogan Page Read More
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