How two major British media, BBC and The Guardian handled the Horsemeat Scandal

1. Crisis Management lab
Panteion University
Advertising & Public Relations LAB
3/26/13 1Crisis management

2. 3/26/13 Crisis management 2

3. 3/26/13 3Crisis management

4. 3/26/13 4Crisis management

5. Total articles (16 January-24 March) :273
3/26/13 5Crisis management

6. Total articles (16 January-24 March) :273
• informative
3/26/13 6Crisis management

7. Total articles (16 January-24 March) :273
• informative
• analytical
“How the horsemeat scandal unfolded – timeline”
Press Association
3/26/13 7Crisis management

8. Total articles (16 January-24 March) :273
• informative
• analytical
• documented (datas, opinions, quotes)
3/26/13 8Crisis management

9. “Horsemeat scandal: the essential guide”
Felicity Lawrence
3/26/13 Crisis management 9

10. Total articles (16 January-24 March) :273
• informative
• analytical
• documented (datas, opinions, quotes)
• short news
3/26/13 10Crisis management

11. • not critical
3/26/13 Crisis management 11

12. • not critical
• humor
“Horse? No problem. Just don't take us for a ride”
Lucy Mangan
3/26/13 Crisis management 12

13. • not critical
• humor
• reassuring for the society of England
3/26/13 Crisis management 13

14. • not critical
• humor
• reassuring for the society of England
• self sarcastic, ironic
3/26/13 Crisis management 14

15. •
Martin Rowson
3/26/13 Crisis management 15

16. • not critical
• humor
• reassuring for the society of England
• self sarcastic, ironic
• well disposed
3/26/13 Crisis management 16

17. • Vs
3/26/13 Crisis management 17

18. • Vs Nestle & Findus
• Vs
3/26/13 Crisis management 18

19. • Vs Nestle & Findus
• Vs Poland
• often refers to EU – as it is the major horsemeat
trading partner to UK & Ireland
3/26/13 Crisis management 19

20. • Vs Nestle & Findus
• Vs Poland
• often refers to EU – as it is the major horsemeat
trading partner to UK & Ireland
• support
3/26/13 Crisis management 20

21. • Cameron’s opinion
POSITIVE & NEGATIVE REMARKS
3/26/13 Crisis management 21

22. 3/26/13 Crisis management 22

23. 3/26/13 Crisis management 23

24. 3/26/13 Crisis management 24

25. 3/26/13 Crisis management 25

26. 3/26/13 Crisis management 26

27. James Meikleis a special
correspondent for the Guardian
3/26/13 Crisis management 27

28. 3/26/13 Crisis management 28
• Total articles ( 19 January-25 March) : 197

29. 3/26/13 Crisis management 29
• Total articles ( 19 January-25 March) : 197
• informative

30. 3/26/13 Crisis management 30
• Total articles ( 19 January-25 March) : 197
• informative
• emotional ( adjectives, parallelism, metaphors)

31. 3/26/13 Crisis management 31
• Total articles ( 19 January-25 March) : 197
• informative
• emotional ( adjectives, parallelism, metaphors)
• not humor

32. 3/26/13 Crisis management 32
• caustic

33. 3/26/13 Crisis management 33
• caustic
• critical

34. 3/26/13 Crisis management 34
• caustic
• critical
• political orientation

35. 3/26/13 Crisis management 35
• caustic
• critical
• political orientation
• blames Romania

36. 3/26/13 Crisis management 36

37. • Plenty of statements
3/26/13 Crisis management 37

38. • Plenty of statements
from politicians
3/26/13 Crisis management 38

39. 3/26/13 Crisis management 39

40. • Plenty of statements
from politicians
from members of food business
3/26/13 Crisis management 40

41. 3/26/13 Crisis management 41

42. • Plenty of statements
from politicians
from members of food business
from unionists and consortiums
3/26/13 Crisis management 42

43. 3/26/13 Crisis management 43

44. • Paterson used words as
3/26/13 Crisis management 44

45. • Paterson used words as
trust
3/26/13 Crisis management 45

46. • Paterson used words as
trust
engagement
3/26/13 Crisis management 46

47. • Paterson used words as
trust
engagement
responsibility
3/26/13 Crisis management 47

48. • Paterson used words as
trust
engagement
responsibility
commitment
3/26/13 Crisis management 48

49. • Paterson used words as
trust
engagement
responsibility
commitment
confidence
3/26/13 Crisis management 49

50. • Blame on Spanghero
3/26/13 Crisis management 50

51. • Blame on Spanghero
by French government
3/26/13 Crisis management 51

52. • Blame on Spanghero
by French government
by British government
3/26/13 Crisis management 52

53. • Blame on Spanghero
by French government
by British government
by FSA officials’ inquiries
3/26/13 Crisis management 53

54. 3/26/13 Crisis management 54

55. • Rare statements from Spanghero
3/26/13 Crisis management 55
It’s a conspiracy

56. Statics and poll results
• About the influence in the
market
“Meanwhile, 31% of 2,002
adults questioned for a
survey for two Sunday
newspapers said they had
stopped eating ready-meals
as a result of the scandal.”
• About the effectiveness of
political measures
“The survey, carried out on 13
and 14 February, also found
44% agreed with the
statement "the government
has responded well to the
findings of horsemeat in
ready meals" with 30%
disagreeing”
3/26/13 Crisis management 56

57. ARTICLES anonymous
3/26/13 Crisis management 57

58. THANK YOU FOR YOUR TIME
Alexou Mirella
Alevropoulou Alexia
Dimitrakopoulou Aikaterini
Papantonopoulos Giannis
Pappa Stella
Mania Xenou, Instructor, CEO at Reliant Communications
Betty Tsakarestou, Assistant Professor, Head of Adv. & PR Lab
Crisis management 58