chapter 9
TRANSCRIPT
![Page 1: Chapter 9](https://reader035.vdocuments.net/reader035/viewer/2022080906/55a2f7391a28abac1b8b46d0/html5/thumbnails/1.jpg)
Colleen GreeneCaleigh Sullivan
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Consumer driven to extort money
Large settlements to avoid litigation
Most cases turn out to be a hoax
Report to media instead of law enforcement
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•Woman claimed to find finger in her Wendy’s chili
•Good Morning America
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1. Established the brand was not at fault
3. Ensure key values drive all decisions and activities
5. Brief team members for quick action and response
7. Build a campaign that enhances Wendy’s brand
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•David Reynard claimed his wife developed brain cancer from cell phone usage
•Proven that tumors existence was prior to cell phone
•Cell phone companies gave customers options to cancel
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•Claimed to have found syringes inside Pepsi cans
•pepsi hoax resolved
•More products were sold after crisis
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Assess the problem through publics eyes
Speak with one voice
Communicate quickly
Keep your message simple
Choose the right spokesperson
Distribute media-friendly tools
Present the people, not the company