Chapter 9

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Chapter 9

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

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