crisis management by raphael arrouas. the basics : -know the threats, and be prepared -react fast...
Post on 02-Jan-2016
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Crisis Management
By Raphael Arrouas
The Basics :
- Know the threats, and be prepared - React fast (under 48 hours) : Contain the crisis- Learn to work with the medias (public opinion)- Get outside help (experts, lawyers, specialized
companies…)- Learn from your/other people’s mistakes
Failed crisis management : Tepco and the Fukushima nuclear plant
- Tepco ignored the seismic risks which had been pointed out in 2003 and 2006
- Tepco refused outside help (American help for instance)
- Both Tepco and the japanese government lacked communcation skills
- Tepco had no procedure for this type of case (tsunamis…) and was slow to react
Relatively good crisis management : Picard and the horse meat scandal
- Picard’s CEO was interviewed on RTL, to defend his company
- The CEO stated to be a fraud victim, thus declining all responsibility, and filed a complaint
- Picard quickly withdrew his contaminated products from the market
- Picard made additional DNA analysis of his products, to reassure its clients
- But the brand’s name remainsassociated with the Food Industry scandal
Great crisis management : Pepsi and the 1993 syringe case
- In 1993, claims of synringes found in Pepsi cans- Pepsi quickly made a video to show the sturdiness of
the manufacturing process- They found a video of a woman trying to deliberately
put a syringe in a can (video surveillance)- Pepsi worked with the authorities (FDA), and filed
complaints- They sent experts on all the medias- Advertising campaign after the end
Consequences
- You can get out of a crisis with benefits : Solid image of responsibility, client awareness, reactivity
- Although, you’re more likely to endure losses (Shares drop, non-reelection, etc)
Crisis management is hard to master, and if you’re in trouble, you should call experts familiar with it
Thank your for listening !
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