Фетисова CASE STUDY IN PR AND ADVERTISING Учебное пособие Иркутск МГЛУ ЕАЛИ 2015 УДК 81 ББК 81.432.1- 923 П44 Печатается по решению Ученого совета Московского государственного лингвистического университета План изд. учеб. лит. 2015, поз. 3 Рецензенты: канд. пед. наук, доц., зав. каф. рекламы и связей с общественностью МГЛУ ЕАЛИ Ю. <...> We look at the BP oil spill and see things that surely could have been done. <...> When a management believes it is doing the right thing but in fact is fueling a potential crisis we have the makings of a catastrophe. <...> Task 2 Explain the meaning of the following phrases: tamper-proof packaging, liability insurance, proper protocols Task 3 Surf the net and find some information about BP oil spill 5 Text 2 Alan Hilburg’s view of Business Crisis Categories Alan Hilburg, a pioneer in crisis management, defines organizational crises as categorized as either acute crises or chronic crises. <...> James defines organizational crisis as ―any emotionally charged situation that, once it becomes public, invites negative stakeholder reaction and thereby has the potential to threaten the financial well-being, reputation, or survival of the firm or some portion thereof.‖ 1. 2. <...> Technological crisis Technological crises are caused by human application of science and technology. <...> Some technological crises occur when human error causes disruptions (Human breakdowns). <...> Follow the links where possible or find information yourself. 2004 Indian Ocean earthquake (Tsunami) Dow Corning‘s silicone-gel breast implant Heartbleed security bug 1982 Chicago Tylenol murders Exxon Valdez oil spill Rainbow/PUSH‘s (People United to Serve Humanity) boycott of Nike Procter & Gamble's Logo controversy Chernobyl disaster 8 Sears sacrifices customer trust DuPont‘s Lycra Text 4 What is Crisis Management? <...> Typically, proactive crisis management activities include forecasting potential crises and planning how to deal with them, for example, how to recover if your computer system completely fails. <...> Hopefully, organizations <...>
Case_Study_in_PR_and_Advertising.pdf
Министерство образования и науки Российской Федерации
Федеральное государственное бюджетное образовательное
учреждение высшего профессионального образования
«МОСКОВСКИЙ ГОСУДАРСТВЕННЫЙ ЛИНГВИСТИЧЕСКИЙ
УНИВЕРСИТЕТ»
ЕВРАЗИЙСКИЙ ЛИНГВИСТИЧЕСКИЙ ИНСТИТУТ
Е. В. Подкаменная, С. А. Фетисова
CASE STUDY IN PR AND ADVERTISING
Учебное пособие
Иркутск
МГЛУ ЕАЛИ
2015
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УДК 81
ББК 81.432.1- 923
П44
Печатается по решению Ученого совета
Московского государственного лингвистического университета
План изд. учеб. лит. 2015, поз. 3
Рецензенты:
канд. пед. наук, доц., зав. каф. рекламы и связей с
общественностью МГЛУ ЕАЛИ Ю. С. Заграйская;
канд. филол. наук, доц. каф. английской филологии
МГЛУ ЕАЛИ О. В. Каверина
П44 Подкаменная, Е. В., Фетисова, С. А. Case Study in PR and Advertising:
учеб. пособие. – Иркутск: МГЛУ ЕАЛИ, 2015. – 81 с.
Учебное пособие «Case Study in PR and Advertising» состоит из четырех
частей, включающих теоретические сведения об антикризисных
коммуникациях и практические примеры, основанные на реальных кейсах
зарубежных компаний. Практические задания направлены на формирование
иноязычной профессионально коммуникативной компетенции.
Настоящее учебное пособие предназначено для студентов старших
курсов направления подготовки Реклама и связи с общественностью.
УДК 81
ББК 81.432.1- 923
© Подкаменная Е.В., Фетисова С. А., 2015
©МГЛУ ЕАЛИ, 2015
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Contents
Part I What is crisis management? ………………………………………….……..5
Text 1 What is a Business Crisis? ……………………………………………………5
Text 2 Alan Hilburg‘s view of Business Crisis Categories…………………….……..6
Text 3 Types of Crisis ………………………………………………………………..6
Text 4 What is Crisis Management? ……………………………………..……….…..9
Text 5 Crisis communication……………………………………….………………..11
Text 6 Your Crisis Communication Response Plan is Due for Maintenance …..13
Text 7 Why you Should not use Written Statements as your Primary Communication
Method ……………………………………………………………………………15
Text 8 3 Examples of Crisis Management ………………………………………….15
Text 9 How Banks Can Avoid a PR Nightmare ………………………………...17
Part II Outstanding examples of good crisis management …………………..…18
Case Study 1(classical example): Tylenol Poisonings ……………………………..18
Case study 2: Virgin Airlines………………………………………………………..19
Case study 3: Walmart ………………………………………………………………19
Case study 4: PepsiCo's can tampering rumors (1993) ……………………………..20
Case study 5: Odwalla Foods' apple juice E.coli outbreak (1996)…………………..21
Case study 6: Cadbury's worm infested candy bars (2003) …………………..…22
Case study 7: JetBlue's week-long operational breakdown (2007) ……………..23
Case study 8: The Red Cross' rogue tweet (2011) ……………………………….24
Case study 9: Taco Bell's "seasoned beef" meat filling lawsuit (2011)…….……..25
Case study 10: Union Carbide ………………………………………………………25
Case study 11: Case Study: Dell Inc. Battery Recall …………………………….…26
Case study 12: LEGO‘s Shell-branded toys ………………………………..…….27
Case study 13: Genuine care delivers crisis management dividends …….………29
Case study 14: Can Apologies Be Funny? ……………………………….………31
Part III How not to handle a crisis …………………………………….….…….32
Case study 1: ―United Breaks Guitars‖ ………………………………….………32
Case study 2: Calls for United Airlines boycott …………….………….………..33
Case study 3: Domino‘s YouTube Video …………………………………….….35
Case study 4: Travelocity‘s Good Deed Goes….Punished ………………………35
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Case study 5: Knee-Jerk Crisis Management Hurts Black Milk
Clothing……………………………………………………………………….……36
Case study 6: Motrin Moms Ad …………………………..………………………38
Case study 7: Procter & Gamble's New Pampers Product Line …………………39
Case study 8: Toyota's recall fiasco ……………………………………………...…41
Case study 9: Nigerian Man Boarding a Virgin America Flight ……………………42
Case Study 10: Phthalates in Toys ……………………………………………….....42
Case study 11: Arla Product Boycott in the Middle East ……….…………………..44
Case Study 12: Ribena Found Wanting ………………….………….………………46
Supplement ……………………………………………………….…………..…….49
Part 1. Сases Analyses ………………….……………………….…………………..49
Part 2 Supplementary Reading ……………….………………..……………………53
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