危机公关的相关例子英语🚜
Examples of Crisis Public Relations
1. PepsiCo"s Kendall Jenner Ad Controversy
In 2017, PepsiCo faced a major crisis when they released a commercial featuring Kendall Jenner. The ad depicted a pro**** scene where Jenner offered a can of Pepsi to a police officer, seemingly resolving tensions and promoting unity. However, this ad was heavily criticized for trivializing social justice movements and misrepresenting the seriousness of real-life pro****s.
PepsiCo"s initial response was defensive, stating that the ad was meant to project a message of unity. However, they quickly realized the magnitude of the public backlash and swiftly took action. The company issued a public apology, stating that they missed the mark and understood the concerns raised by the public. They also pulled the ad from all platforms and halted any further advertising related to it.
The crisis management team at PepsiCo further engaged with various stakeholders, including activists and community leaders, to address the concerns and learn from the incident. They implemented internal trainings on diversity and inclusion and pledged to be more cautious in their future advertising campaigns. Through their proactive and transparent approach, PepsiCo was able to regain some public trust.
2. Volkswagen"s Diesel Emissions Scandal
One of the most infamous examples of a crisis in public relations is the case of Volkswagen"s diesel emissions scandal in 2015. The company was found to have installed software in their vehicles that manipulated emissions ****s, allowing them to appear compliant with environmental regulations when they were not.
Volkswagen initially denied any wrongdoing, but as evidence mounted against them, they had to change their stance. The company eventually admitted to the deception and faced a significant backlash from the public, regulators, and investors. The scandal resulted in billions of dollars in fines and legal settlements, as well as a tarnished reputation.
To manage the crisis, Volkswagen took immediate action by recalling millions of affected vehicles and firing key executives involved in the scandal. They also appointed a new CEO, who implemented stricter compliance protocols and emphasized ethical practices. Additionally, Volkswagen launched an extensive advertising campaign to restore public trust, apologizing for their actions and outlining the steps they were taking to rectify the situation.
3. United Airlines" Passenger Removal Incident
In 2017, United Airlines faced a major crisis when a passenger was forcibly removed from one of their flights. The incident was captured on video and quickly went viral, generating widespread outrage and criticism towards the airline.
United Airlines initially issued a statement defending their actions, claiming that the passenger was being disruptive and non-compliant. However, this response only escalated the situation and fueled public anger. Recognizing the severity of the crisis, the CEO of United Airlines issued a public apology and took full responsibility for the incident.
To address the crisis, United Airlines implemented several measures, including reviewing and revising their policies on passenger removal and overbooking. They also provided additional training to their staff on conflict resolution and customer service. Furthermore, they offered a settlement to the affected passenger and made changes to their compensation policies for voluntarily denied boarding.
By taking swift and decisive actions, United Airlines was able to mitigate the damage caused by the incident and regain a portion of the public"s trust.
These examples illustrate the importance of effective crisis management in public relations. Companies that respond promptly, take accountability, and demonstrate a commitment to rectify their mistakes are more likely to rebuild their reputation and maintain public confidence.
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