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

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?

5. Scandal @
*Source:telegraph.co.uk

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

11. *Source: demotix.com

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

15. Result