公司危机公关与危机管理.pptVIP

Crisis Management第一页，共二十八页。 Crisis Management Basics“No comment” fuels hostilityAlways try to be helpfulBe aware of deadlinesBefriend journalists before the crisis hits第二页，共二十八页。 Crisis Management TipsAppoint a spokesperson who is personable and credibleSet up a central place where media and the public can get infoKeep the information comingBe accessible and return all callsBe honest第三页，共二十八页。 Examples of Crisis ManagementOdwallaExxon第四页，共二十八页。 Case StudyOdwalla juice e-coli outbreak in 1996Health 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. 第五页，共二十八页。 Case StudyOne 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. 第六页，共二十八页。 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. 第七页，共二十八页。 Taking ResponsibilityOn 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. 第八页，共二十八页。 Internal communicationsThe 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. 第九页，共二十