简洁商务模板之公司危机公关与危机管理crisis-management.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * Crisis Management Crisis Management Basics “No comment” fuels hostility Always try to be helpful Be aware of deadlines Befriend journalists before the crisis hits Crisis Management Tips Appoint a spokesperson who is personable and credible Set up a central place where media and the public can get info Keep the information coming Be accessible and return all calls Be honest Examples of Crisis Management Odwalla Exxon Case Study Odwalla juice e-coli outbreak in 1996 Health officials in Washington state informed the company that they had discovered a link between several cases of E. coli 0157:H7 and Odwalla fresh apple juice. Case Study One child died and more than 60 people in the Western United States and Canada became sick after drinking the juice. Sales plummeted by 90%, Odwallas stock price fell 34%. Customers filed more than 20 personal-injury lawsuits and the company looked as though it could well be destroyed. What did the company do? Odwalla acted immediately. Although at the point where they were first notified the link was uncertain, Odwallas CEO Stephen Williamson ordered a complete recall of all products containing apple or carrot juice. This recall covered around 4,600 retail outlets in 7 states. Internal task teams were formed and mobilized, and the recall - costing around $6.5m was completed within 48 hours. Taking Responsibility On all media interviews, the CEO expressed sympathy and regret for all those affected and immediately promised that the company would pay all medical costs. This, allied to the prompt and comprehensive recall, went a long way towards satisfying customers that the company was doing all it could. Internal communications The CEO conducted regular company-wide conference calls on a daily basis, giving employees the chance to ask questions and get the latest information. This approach proved so popular that the practice of quarterly calls survived the crisis. External