Effective Communication Case Study Analysis: Case 9-1 Pepsi Syringe

884 WordsAug 12, 20074 Pages
Effective Communication Case Study Analysis Case 9-1 Pepsi Syringe University of Phoenix Public Relations / MKT 438 Charles Bocage, Dean of Education, Apagy Technology Group, MBA, MSIS, TQM January 22, 2007 Effective Communication Case Study Analysis Case 9-1 There's a Syringe in My Pepsi Can Public, private, and non-profit organizations have experienced unprecedented change. The function of public relations has gained recognition for providing appropriate counsel to organizations that need to respond to this period of accelerating change. The perception that a "public relations person" is oriented to the self-promotion of an organization has shifted. Today's public relations professionals are required to work…show more content…
The company's president and a product safety expert appeared on many talk shows and nightly newscasts. Pepsi also cooperated fully with the government and the FDA. The subsequent investigation and its positive result further substantiated Pepsi's innocence. The effect on the general public was immense. They believed Pepsi's innocence fully. If the FDA says the product is safe then it is safe. The president and Commissioner Kessler appeared on newscast together. A good example of influencing the public was stated in the article, "It was the FDA's office of Criminal Investigation, in fact, that reported the breakthrough in the arrest of the man in central Pennsylvania." (p. 125, Seitel) In addition to the Commissioner was noted saying that "calm is in order… recall is not necessary." All of these occurrences influenced and persuaded both the internal and external publics. The risks could have been many to Pepsi. Yet and still they weathered the storm and came out unscathed. The benefits to Pepsi were tremendous. Their sales peaked after the crisis settled down, showing that even negative publicity can have a positive impact. During the storm however, Pepsi saw a decline in sales. If this crisis occurred today the internet, pda's and smart phones would have played a huge part of the PR communication. Press Releases, Television broadcasts, and websites would be devoted to the incident. Globalization would have played a

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