文档介绍：Crisis Management
Crisis Management Basics
“ment” fuels hostility
Always try to be helpful
Be aware of deadlines
Befriend journalists before the crisis hits
Crisis Management Tips
Appoint a spokesperson who is personable and credible
Set up a central place where media and the public can get info
Keep the ing
Be accessible and return all calls
Be honest
Examples of Crisis Management
Odwalla
Exxon
Case Study
Odwalla juice e-coli outbreak in 1996
Health officials in Washington state informed pany that they had discovered a link between several cases of E. coli 0157:H7 and Odwalla fresh apple juice.
Case Study
One child died and more than 60 people in the Western United States and Canada became sick after drinking the juice.
Sales plummeted by 90%, Odwalla's stock price fell 34%.
Customers filed more than 20 personal-injury lawsuits and pany looked as though it could well be destroyed.
What did pany do?
Odwalla acted immediately.
Although at the point where they were first notified the link was uncertain, Odwalla's CEO Stephen Williamson ordered plete recall of all products containing apple or carrot juice.
This recall covered around 4,600 retail outlets in 7 states.
Internal task teams were formed and mobilized, and the recall - costing around $ pleted within 48 hours.
Taking Responsibility
On all media interviews, the CEO expressed sympathy and regret for all those affected and immediately promised that pany would pay all medical costs.
This, allied to the prompt prehensive recall, went a long way towards satisfying customers that pany was doing all it could.
munications
The CEO conducted pany-wide conference calls on a daily basis, giving employees the chance to ask questions and get the latest information.
This approach proved so popular that the practice of quarterly calls survived the crisis.
munications
Within 24 hours, pany had an explanatory Web site (its first) that received 20,000 hits in 48 hours.
pany spoke to the press, appear