PR Crisis of First Investment Bank

Veselka Dimitrova

Content:

Introduction Problem Definition Actions taken by FIB Actions that FIB should have taken in this

case Actions that could have been taken in general Conclusions

Introduction:

The following presentation will be focused on the analysis of PR crisis of First Investment Bank in 2008.

Problem Definition (1):

Rumors were spread over the web that First Investment Bank is going to go bankrupt.

Timeline: 14th – 16th of May, 2008.

Problem Definition (2):

Negative effects:

1. Many customers visited bank to close their accounts.

2. The prices of FIB shares dropped with about 4% on the stock exchange

Problem Definition (3):

8:00 a.m.12:00 p.m.

17:00 p.m.

Time line5.80

6.00

6.20

6.40

6.60

6.80

7.00

Time line

Prices of FIB's Shares on the Stock Exchange on May 15th, 2007

Actions taken by First Investment Bank:

Interviews Articles in press The annual financial

report for 2007 Materials available on

the official website Other PR tools

Actions that First Investment Bank should have taken in this case: Immediate contact

with the bloggers Better-organized

information outflow Unconventional

communication channels

Actions that could have been taken in general: Corporate Blog Social networks

development SEO tactics Facebook More developed

official website

Conclusions:

Internet is a media Monitoring the

Internet is vital for any modern business organization

The importance of corporate planning and development

Thank you for your attention!!!

References:

Express.bg (2008, May 15). Слух за криза в Първа инвестиционна банка свали 10% от цената на акциите й. [A rumour for crisis in First Investment bank decrease 10% of the price of its shares.] Retrieved April 22, 2009, from http://www.express.bg/story/24681

Hristov, T. (n.d.) 8 пропуснати онлайн възможности за PR ПИБ. [8 missed opportunities for PR of FIB.] Retrieved April 22 2009 from: http://www.novavizia.com/1969.html

Monitor (2008, June 10) Лоялните клиенти на ПИБ с по-висока лихва по депозити. [The loyal clients of FIB will have higher interest rates on deposits.] Retrieved April 22 2009 from: http://www.monitor.bg/article?id=159652

SEO (n.d.) Official website. Retrieved April 22 2009 from: http://seom.bg/seo