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Chapter 9
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Chapter 9

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Transcript

  • 1. Colleen Greene Caleigh Sullivan
  • 2.
    • Consumer driven to extort money
    • Large settlements to avoid litigation
    • Most cases turn out to be a hoax
    • Report to media instead of law enforcement
  • 3.
    • Woman claimed to find finger in her Wendy’s chili
    • Good Morning America
  • 4.
    • Established the brand was not at fault
    • Ensure key values drive all decisions and activities
    • Brief team members for quick action and response
    • Build a campaign that enhances Wendy’s brand
  • 5.
    • David Reynard claimed his wife developed brain cancer from cell phone usage
    • Proven that tumors existence was prior to cell phone
    • Cell phone companies gave customers options to cancel
  • 6.
    • Claimed to have found syringes inside Pepsi cans
    • pepsi hoax resolved
    • More products were sold after crisis
  • 7.
    • Assess the problem through publics eyes
    • Speak with one voice
    • Communicate quickly
    • Keep your message simple
    • Choose the right spokesperson
    • Distribute media-friendly tools
    • Present the people, not the company

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