Crisis Communication

Case Study

-Liyi Liang05.02.1013

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

• Attack the accuser• Denial • Excuse• Justification

• Ingratiation• Corrective action• Full apology

Defense Accommodative

How does Company X perform?

Scandal @ *Source:telegraph.co.uk

Timeline15JAN

Tesco comments from Tim Smith, Group Technical Director on FSAI beef survey UK national press reported horse meat scandal online at 10pm

16JAN

Scandal erupted everywhere- radio, television, newspaper and SOCIAL MEDIA Philip Clarke, Tesco CEO, posted a blog about TRUST on website at 6:39pm Tesco gave out an apology statement at 7:33pm

17JAN

Tesco took out full-page ads in UK national newspapers to apologise for selling beefburgers that contained horsemeat A tweet from Tesco Customer Care @UKTesco created buzz during the night

30JAN

… …

Tesco put out the statement on investigation into meat contamination

6FEB

Findus beef lasagne was found 100% horse meat Tesco withdrew all frozen product from the French food supplier Comigel

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

2. Communicate sincerely, responsibly and considerately to customers

*Source: demotix.com

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

4. Other parts of business need to be considered!

*Source:telegraph.co.uk

Result