There’s A Syringe In My Pepsi Can!”

903 words, 4 pages

Intro Sample...


The FDA’s assistance was crucial for Pepsi because Pepsi’s targeted
publics were able to receive answers from a trustworthy and knowledgeable third party.
When the crisis spread to the national level, Pepsi knew it needed to do more than
let the local bottler handle the situation. First, Pepsi, along with the FDA, conducted
investigations of the bottling companies. This formal research was necessary for Pepsi to
perform in order to proceed with any further plans because it concluded that its
production operations were not at fault and could therefore take action to defend its
position. Next, Pepsi created an in-house crisis communications plan, which identified
four primary publics to target: the news media, the customers who purchased the product,
consumers, and employees and local Pepsi-Cola bottlers. Pepsi’s response focused on
four principles—put public safety first; find the problem and fix it; communicate
frequently, quickly and regularly; and take full responsibility for resolving the crisis—
and included the expertise of six departments. The public affairs department, with six
media relations specialists and operating under One Clear Voice, responded to all media
inquiries and provided frequent updates of facts and advances. Consumer Relations
handled the reports, comments and questions from consumers using its 24-hour toll-free
hotlines. Scientific and Regulatory Affairs assigned specialists to work with the FDA to
3
track and evaluate each claim. The sales and marketing department maintained
relationships with Pepsi’s customers (those places or people who sold Pepsi products to
consumers), while the manufacturing department developed easily comprehensible
explanations of the filling line process for the four-targeted View More »

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