SlideShare uma empresa Scribd logo
1 de 17
Baixar para ler offline
Crisis Communication

      Case Study

                   -Liyi Liang
                    05.02.1013
what is crisis?
• from the Greek word krinein meaning “to decide”
• “turning point for better or worse” – Fink, S.
•
Timothy Coombs:
      7 Crisis Communication Strategies

    Defense                Accommodative

•   Attack the accuser    • Ingratiation
•   Denial                • Corrective action
•   Excuse                • Full apology
•   Justification
How does Company X perform?
Scandal @
*Source:telegraph.co.uk
Timeline
 15     Tesco comments from Tim Smith, Group Technical Director on FSAI beef survey
 JAN
        UK national press reported horse meat scandal online at 10pm

        Scandal erupted everywhere- radio, television, newspaper and SOCIAL MEDIA
 16
 JAN    Philip Clarke, Tesco CEO, posted a blog about TRUST on website at 6:39pm
        Tesco gave out an apology statement at 7:33pm


 17     Tesco took out full-page ads in UK national newspapers to apologise for selling
 JAN   beefburgers that contained horsemeat
        A tweet from Tesco Customer Care @UKTesco created buzz during the night
 ……


 30
 JAN    Tesco put out the statement on investigation into meat contamination



  6     Findus beef lasagne was found 100% horse meat
 FEB    Tesco withdrew all frozen product from the French food supplier Comigel
1. Respond quickly, openly and informatively to
                     media

  • “The initial response represents the first public
    statements the spokesperson makes about the
    crisis...It also builds the organisation’s credibility.”
  • “A quick response also helps to create the
    impression of control.”
                                         -W. Timothy Coombs
crisis communication case study- Tesco horse meat scandal
crisis communication case study- Tesco horse meat scandal
2. Communicate sincerely, responsibly and considerately to
                       customers
*Source: demotix.com
3. Set up centralised information centre
and choose channels to disseminate info.


• “Effective crisis management tries to move a crisis
  out of the media.” -Higbee
• “Once stakeholders have the facts, particularly the
  cause of the crisis, audience curiosity and interest
  would fade…So the media loses its newsworthiness.”
                                    -W. Timothy Coombs
crisis communication case study- Tesco horse meat scandal
4. Other parts of business need to be considered!




                                      *Source:telegraph.co.uk
Result
crisis communication case study- Tesco horse meat scandal
crisis communication case study- Tesco horse meat scandal

Mais conteúdo relacionado

Mais procurados

Marketing - Best Packaging - Kinder Surprise
Marketing - Best Packaging - Kinder SurpriseMarketing - Best Packaging - Kinder Surprise
Marketing - Best Packaging - Kinder SurpriseM. Merve Gül
 
Digital Crisis and Issue Management Playbook
Digital Crisis and Issue Management PlaybookDigital Crisis and Issue Management Playbook
Digital Crisis and Issue Management Playbooksocial@Ogilvy New Zealand
 
Pp4 disney and vertical intergration
Pp4 disney and vertical intergrationPp4 disney and vertical intergration
Pp4 disney and vertical intergrationemmarogers
 
Disney- A Brand Management Perspective
Disney- A Brand Management PerspectiveDisney- A Brand Management Perspective
Disney- A Brand Management PerspectiveRohan Telang
 
Doritos Final Presentation
Doritos Final PresentationDoritos Final Presentation
Doritos Final PresentationNathaniel Negri
 
Cultivation Theory -ZK
Cultivation Theory -ZKCultivation Theory -ZK
Cultivation Theory -ZKZareen Khan
 
Eras of Media Theory
Eras of Media TheoryEras of Media Theory
Eras of Media TheoryMalay Gupta
 
Lay's India: Report
Lay's India: ReportLay's India: Report
Lay's India: ReportShack Co.
 
Comparitive study between uncle chips and lays
Comparitive study between uncle chips and laysComparitive study between uncle chips and lays
Comparitive study between uncle chips and laysmalay srivastava
 
Tesco - The CRM Champion (Case Study)
Tesco - The CRM Champion (Case Study)Tesco - The CRM Champion (Case Study)
Tesco - The CRM Champion (Case Study)DevTech Finance
 
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)Colin Haas
 
International communication in the internet age
International communication in the internet ageInternational communication in the internet age
International communication in the internet ageFelyFritzie Mitzimo
 
Media Ownership
Media OwnershipMedia Ownership
Media OwnershipMila
 
Concentration of media ownership
Concentration of media ownershipConcentration of media ownership
Concentration of media ownershipShubham Nag
 
Dominant paradigm and the criticisms
Dominant paradigm and the criticismsDominant paradigm and the criticisms
Dominant paradigm and the criticismsLINCY JOSEPH
 
Mars Incorporated Marketing Analysis
Mars Incorporated Marketing AnalysisMars Incorporated Marketing Analysis
Mars Incorporated Marketing AnalysisEmily Crowther
 

Mais procurados (20)

Marketing - Best Packaging - Kinder Surprise
Marketing - Best Packaging - Kinder SurpriseMarketing - Best Packaging - Kinder Surprise
Marketing - Best Packaging - Kinder Surprise
 
Digital Crisis and Issue Management Playbook
Digital Crisis and Issue Management PlaybookDigital Crisis and Issue Management Playbook
Digital Crisis and Issue Management Playbook
 
Hypodermic Needle Theory
Hypodermic Needle TheoryHypodermic Needle Theory
Hypodermic Needle Theory
 
Pp4 disney and vertical intergration
Pp4 disney and vertical intergrationPp4 disney and vertical intergration
Pp4 disney and vertical intergration
 
Disney- A Brand Management Perspective
Disney- A Brand Management PerspectiveDisney- A Brand Management Perspective
Disney- A Brand Management Perspective
 
Doritos Final Presentation
Doritos Final PresentationDoritos Final Presentation
Doritos Final Presentation
 
Cultivation Theory -ZK
Cultivation Theory -ZKCultivation Theory -ZK
Cultivation Theory -ZK
 
Eras of Media Theory
Eras of Media TheoryEras of Media Theory
Eras of Media Theory
 
Lay's India: Report
Lay's India: ReportLay's India: Report
Lay's India: Report
 
Comparitive study between uncle chips and lays
Comparitive study between uncle chips and laysComparitive study between uncle chips and lays
Comparitive study between uncle chips and lays
 
Tesco - The CRM Champion (Case Study)
Tesco - The CRM Champion (Case Study)Tesco - The CRM Champion (Case Study)
Tesco - The CRM Champion (Case Study)
 
Lays in paksistan
Lays in paksistanLays in paksistan
Lays in paksistan
 
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)
IMC 610: Intro to Integrated Marketing Communication Class Final Project (Kmart)
 
International communication in the internet age
International communication in the internet ageInternational communication in the internet age
International communication in the internet age
 
Hypodermic needle theory
Hypodermic needle theoryHypodermic needle theory
Hypodermic needle theory
 
Hypodermic needle theory
Hypodermic needle theoryHypodermic needle theory
Hypodermic needle theory
 
Media Ownership
Media OwnershipMedia Ownership
Media Ownership
 
Concentration of media ownership
Concentration of media ownershipConcentration of media ownership
Concentration of media ownership
 
Dominant paradigm and the criticisms
Dominant paradigm and the criticismsDominant paradigm and the criticisms
Dominant paradigm and the criticisms
 
Mars Incorporated Marketing Analysis
Mars Incorporated Marketing AnalysisMars Incorporated Marketing Analysis
Mars Incorporated Marketing Analysis
 

Semelhante a crisis communication case study- Tesco horse meat scandal

Tesco - Horsemeat: National Crisis Averted
Tesco - Horsemeat: National Crisis AvertedTesco - Horsemeat: National Crisis Averted
Tesco - Horsemeat: National Crisis AvertedNewsworks
 
Hackgate, Leveson and News Corp: Spinning out of control?
Hackgate, Leveson and News Corp: Spinning out of control?Hackgate, Leveson and News Corp: Spinning out of control?
Hackgate, Leveson and News Corp: Spinning out of control?Rob Jewitt
 
ISOC: Crisis and online communications
ISOC: Crisis and online communicationsISOC: Crisis and online communications
ISOC: Crisis and online communicationsJulian Matthews
 
Presentation Crisis Communications
Presentation Crisis CommunicationsPresentation Crisis Communications
Presentation Crisis CommunicationsJanet Thaeler
 
Stories and the loop
Stories and the loopStories and the loop
Stories and the loopETIO
 
05.Media relations and Crisis comms
05.Media relations and Crisis comms05.Media relations and Crisis comms
05.Media relations and Crisis commsJulian Matthews
 
Is There Websites That
Is There Websites ThatIs There Websites That
Is There Websites ThatJennifer Jones
 
Fic0114 lecture 9 newsgathering & reporting
Fic0114 lecture 9   newsgathering & reportingFic0114 lecture 9   newsgathering & reporting
Fic0114 lecture 9 newsgathering & reportingPhilip Gan
 
Write A Short Essay On Exams Essay Writing En
Write A Short Essay On Exams Essay Writing EnWrite A Short Essay On Exams Essay Writing En
Write A Short Essay On Exams Essay Writing EnClaudia Brown
 
Crisis Communication in the Digital Age
 Crisis Communication in the Digital Age Crisis Communication in the Digital Age
Crisis Communication in the Digital AgeJane Jordan-Meier
 
Question 3
Question 3Question 3
Question 3keanon
 
Reputation management and crisis - Jan 24, 2018
Reputation management and crisis - Jan 24, 2018Reputation management and crisis - Jan 24, 2018
Reputation management and crisis - Jan 24, 2018Julian Matthews
 
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017Janet Parkinson
 
Crisis_Comm_Practical_PR.pdf
Crisis_Comm_Practical_PR.pdfCrisis_Comm_Practical_PR.pdf
Crisis_Comm_Practical_PR.pdfAncaBlaga1
 
MDIA3008 Crisis Communications Leadership Presentation
MDIA3008 Crisis Communications Leadership PresentationMDIA3008 Crisis Communications Leadership Presentation
MDIA3008 Crisis Communications Leadership PresentationJessica Tran
 
Curran and seaton industry and ownership 2020 part 1
Curran and seaton industry and ownership 2020 part 1Curran and seaton industry and ownership 2020 part 1
Curran and seaton industry and ownership 2020 part 1KBucket
 
Social Science in the Public Sphere: Riots, Class and Impact
Social Science in the Public Sphere: Riots, Class and ImpactSocial Science in the Public Sphere: Riots, Class and Impact
Social Science in the Public Sphere: Riots, Class and ImpactLSEImpactblog
 

Semelhante a crisis communication case study- Tesco horse meat scandal (20)

Tesco - Horsemeat: National Crisis Averted
Tesco - Horsemeat: National Crisis AvertedTesco - Horsemeat: National Crisis Averted
Tesco - Horsemeat: National Crisis Averted
 
Hackgate, Leveson and News Corp: Spinning out of control?
Hackgate, Leveson and News Corp: Spinning out of control?Hackgate, Leveson and News Corp: Spinning out of control?
Hackgate, Leveson and News Corp: Spinning out of control?
 
ISOC: Crisis and online communications
ISOC: Crisis and online communicationsISOC: Crisis and online communications
ISOC: Crisis and online communications
 
Presentation Crisis Communications
Presentation Crisis CommunicationsPresentation Crisis Communications
Presentation Crisis Communications
 
Stories and the loop
Stories and the loopStories and the loop
Stories and the loop
 
05.Media relations and Crisis comms
05.Media relations and Crisis comms05.Media relations and Crisis comms
05.Media relations and Crisis comms
 
Is There Websites That
Is There Websites ThatIs There Websites That
Is There Websites That
 
Fic0114 lecture 9 newsgathering & reporting
Fic0114 lecture 9   newsgathering & reportingFic0114 lecture 9   newsgathering & reporting
Fic0114 lecture 9 newsgathering & reporting
 
Write A Short Essay On Exams Essay Writing En
Write A Short Essay On Exams Essay Writing EnWrite A Short Essay On Exams Essay Writing En
Write A Short Essay On Exams Essay Writing En
 
Crisis Communication in the Digital Age
 Crisis Communication in the Digital Age Crisis Communication in the Digital Age
Crisis Communication in the Digital Age
 
Question 3
Question 3Question 3
Question 3
 
Uki
UkiUki
Uki
 
Reputation management and crisis - Jan 24, 2018
Reputation management and crisis - Jan 24, 2018Reputation management and crisis - Jan 24, 2018
Reputation management and crisis - Jan 24, 2018
 
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017
DataSwarm: Lessons learned from Brexit and US elections - Berlin March 2017
 
Media Ethics and Economics
Media Ethics and EconomicsMedia Ethics and Economics
Media Ethics and Economics
 
British Cuisine
British CuisineBritish Cuisine
British Cuisine
 
Crisis_Comm_Practical_PR.pdf
Crisis_Comm_Practical_PR.pdfCrisis_Comm_Practical_PR.pdf
Crisis_Comm_Practical_PR.pdf
 
MDIA3008 Crisis Communications Leadership Presentation
MDIA3008 Crisis Communications Leadership PresentationMDIA3008 Crisis Communications Leadership Presentation
MDIA3008 Crisis Communications Leadership Presentation
 
Curran and seaton industry and ownership 2020 part 1
Curran and seaton industry and ownership 2020 part 1Curran and seaton industry and ownership 2020 part 1
Curran and seaton industry and ownership 2020 part 1
 
Social Science in the Public Sphere: Riots, Class and Impact
Social Science in the Public Sphere: Riots, Class and ImpactSocial Science in the Public Sphere: Riots, Class and Impact
Social Science in the Public Sphere: Riots, Class and Impact
 

crisis communication case study- Tesco horse meat scandal

  • 1. Crisis Communication Case Study -Liyi Liang 05.02.1013
  • 2. what is crisis? • from the Greek word krinein meaning “to decide” • “turning point for better or worse” – Fink, S. •
  • 3. Timothy Coombs: 7 Crisis Communication Strategies Defense Accommodative • Attack the accuser • Ingratiation • Denial • Corrective action • Excuse • Full apology • Justification
  • 4. How does Company X perform?
  • 6. Timeline 15  Tesco comments from Tim Smith, Group Technical Director on FSAI beef survey JAN  UK national press reported horse meat scandal online at 10pm  Scandal erupted everywhere- radio, television, newspaper and SOCIAL MEDIA 16 JAN  Philip Clarke, Tesco CEO, posted a blog about TRUST on website at 6:39pm  Tesco gave out an apology statement at 7:33pm 17  Tesco took out full-page ads in UK national newspapers to apologise for selling JAN beefburgers that contained horsemeat  A tweet from Tesco Customer Care @UKTesco created buzz during the night …… 30 JAN  Tesco put out the statement on investigation into meat contamination 6  Findus beef lasagne was found 100% horse meat FEB  Tesco withdrew all frozen product from the French food supplier Comigel
  • 7. 1. Respond quickly, openly and informatively to media • “The initial response represents the first public statements the spokesperson makes about the crisis...It also builds the organisation’s credibility.” • “A quick response also helps to create the impression of control.” -W. Timothy Coombs
  • 10. 2. Communicate sincerely, responsibly and considerately to customers
  • 12. 3. Set up centralised information centre and choose channels to disseminate info. • “Effective crisis management tries to move a crisis out of the media.” -Higbee • “Once stakeholders have the facts, particularly the cause of the crisis, audience curiosity and interest would fade…So the media loses its newsworthiness.” -W. Timothy Coombs
  • 14. 4. Other parts of business need to be considered! *Source:telegraph.co.uk