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for more details, could visit: http://liyiprworld.wordpress.com/2013/02/14/ongoing-crisis-horsemeat-scandal-at-tesco1/
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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