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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    • ...
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...
1. Respond quickly, openly and informatively to                     media  • “The initial response represents the first pu...
2. Communicate sincerely, responsibly and considerately to                       customers
*Source: demotix.com
3. Set up centralised information centreand choose channels to disseminate info.• “Effective crisis management tries to mo...
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
crisis communication case study- Tesco horse meat scandal
crisis communication case study- Tesco horse meat scandal
crisis communication case study- Tesco horse meat scandal
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crisis communication case study- Tesco horse meat scandal

for more details, could visit: http://liyiprworld.wordpress.com/2013/02/14/ongoing-crisis-horsemeat-scandal-at-tesco1/

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crisis communication case study- Tesco horse meat scandal

  1. 1. Crisis Communication Case Study -Liyi Liang 05.02.1013
  2. 2. what is crisis?• from the Greek word krinein meaning “to decide”• “turning point for better or worse” – Fink, S.•
  3. 3. Timothy Coombs: 7 Crisis Communication Strategies Defense Accommodative• Attack the accuser • Ingratiation• Denial • Corrective action• Excuse • Full apology• Justification
  4. 4. How does Company X perform?
  5. 5. Scandal @*Source:telegraph.co.uk
  6. 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. 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
  8. 8. 2. Communicate sincerely, responsibly and considerately to customers
  9. 9. *Source: demotix.com
  10. 10. 3. Set up centralised information centreand 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
  11. 11. 4. Other parts of business need to be considered! *Source:telegraph.co.uk
  12. 12. Result

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