FratFiles

• Save Paper

Introduction
Success rarely happens instantly but failure often does. Organizations face critical moments at some point and time and must be prepared to act quickly and accordingly. How a company handles a crisis creates a lasting impression that will affect both its image and its reputation. 1993 is when Pepsi found itself in the middle of such a crisis. With the company image, integrity, and reputation on the line it was imperative that the PR department act quickly. The intent of this paper is to discuss who was affected the impact of the crisis, and tools used by the Pepsi PR team.

Identify the publics

The publics involved in the Pepsi crisis include anyone working for Pepsi involved in the process of making Pepsi and the loyal consumers who purchase and drink Pepsi. The internal public includes Pepsi employees, management and non-management, involved in the process of making the product. The external public includes anyone who purchased or consumed the product. The......

View the rest of this paper...

Approximate Word Count: 1126
Approximate Pages: 5 (250 words per double-spaced page)

Similar Essays

1. Pepsi Challenge
   

   Pepsi Challenge. Introduction Success rarely happens instantly but failure
   often does. Organizations face critical moments at some ...

2. Pepsi Strategy
   

   ... In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo
   set up a blind tasting between Pepsi-Cola and rival Coca-Cola. ...

3. New Coke
   

   ... Pepsi began communicating these findings to consumers through "Pepsi Challenge"
   television ads, during those days, showing taste tests where Coca-Cola drinkers ...

4. Coca-Cola Vs Pepsi
   

   ... up. Another Pepsi strategy was the invention of the "Pepsi Challenge. The
   result: tasters preferred Pepsi three to two over Coke. ...

5. Textbooks
   

   ... After the Pepsi Challenge? Consider each period separately, and be specific. 2.
   What should Pepsi do next? 3. Was the Pepsi Challenge a good idea? ...