Managing Communications in a Crisis Expect the Unexpected Three exemplificative cases of crisis: Perrier, Johnson & Johnson, Mercedes “A-Class” by Cammarata Vincenzo, Kurucz Veronika, Maj Valentina, Salgirli Seda, Schulte Jan Master of Science in Communication and Economics Issues & Crisis Management SE 2006 Università della Svizzera Italiana
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Expect the Unexpected - Issue and Crisis Management
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Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A-Class”
byCammarata Vincenzo, Kurucz Veronika, Maj Valentina, Salgirli Seda, Schulte Jan
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
What is a Crisis?
‘A crisis is a major occurrence with a potentially negative outcome affecting an organization as well as its publics, services, products, and/or good name.’
Two different views of Crisis:
> Traditional view:
‘An event that can destroy or affect en entire organization.’ (Mitroff et al.1996)
> Strategic view:
‘A decisive moment, a turning pointfor a better or worse.’
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Crisis are not unusual…
1982 Deaths caused by Tylenol
1990 Benzene in water
1996 Suspect for poisoned candies
1997 The A-Class failed the moose-test
1993 Syringe hoax
1997 Woman discrimination
2000 Privacy & Security on the web
2000 Deaths caused by Baycol/Lipobay
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Common elements to all crisis
> A rude awakening
> The rapid speed an escalation of an event
> The presence of panic
> The tendency to act irrationally and preciptiously
when feeling intense emotions
> Chaos in internal commnications
(even if they have a crisis communication plan)
> The omnipresent press
> A threat to the company’s reputation
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Crisis Management
- Strategic planning to prevent and respond
during a crisis or negative occurrence
- A process that removes some of the risk
and uncertainty and allows the organization
to be in greater control of its destiny
- Dynamic and enduring process.
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Three exemplificative casesin Managing Communications in a Crisis:
1990 Negative approach
1982 Positive approach
1997 A well-known case
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
1989 – Leader in the sparkling water market> High reputation – 13% of the Market share – 1mio bottle sold
’80s High Health Consciousness(Hot spot among consumers)
1990 – Benzene scandal> Presence of the chemical Benzene at levels above standards
Perrier & Benzene - Facts
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Perrier & Benzene - Actions
- 7mio bottles recalled from North America> Ronald Davis’ (Perrier America President) declarations
problem limited to North America
Cleaning Fluid on a production line machine mistakenly usedDeclaration done before identifying the source of contamination.
Three days later… discovery:
- 6 months’ worth of production affected- Not only North America but also Global Market
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Perrier & Benzene - Actions> Frederik Zimmer (Perrier’s International Division President)
“Perrier water naturally contains several gases,
Including Benzene.”…
“The Benzene entered the water because
of a dirty pipe filter at an underground spring
at Vergeze in southern France.”
It means that “Natural” Perrier was in reality processed.
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
> Market share 24,4% - on the European luxury car market(BMW 20,7% and Audi 20,5%)
- High reputationtechnological innovations, safety and high prices
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Baby Benz - facts
> First-ever Mercedes for middle market segment
> Goal: reaching new customer groups (young, women)
> Risk: weaken Mercedes-brand
> Central values: Quality, Technology & Safety !!!
> Mercedes strategic and technological bet - Extention of the luxury brand into a lower segment- Implemention of new development process and production plant(2.5 billion DM and 47 month of realization)
18.10.1997 - Launch after an 18 month-marketing campaign ‘A-Motion’(200 mio DM) and 100 000 pre-booked sales
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
“This is what our future customers want.We are working on it.”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
The moose-test - facts
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
‘How to create Crisis out of an Issue?’
a. Detection
b. Prevention/ Preparation
c. Containment
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
From Issues to Crisis
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
a. ‘Mis’- Detection1. PRODOME:Date: 23.09.1997Location: Tannishus/ Denmark, selection ‘Car of the year’
During the test two wheels of the Baby-Mercedes, a clear favourite, lost contact with the road at theaverage speed
Mercedes sent engineers and The PR Manager to the crimescene!!! Some eyewitnesses claimed the vehiclesdisappeared overnight and returned back in the morning.
Statements that came from PR manager:“These are claims that cannot be proven!”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
a. ‘Mis’- Detection
2. PRODOME:Date: 21.10.1997Location: Sweden,Test Drive for “Teknikens Vaaerd” magazine
The A-class failed the moose-test,more than failingit was topped over at 60 km/h. Journalist Robert Collinsand three collegues suffered from minor injuries.
The Mercedes Headquarters were in Tokyo Motor Show and only statement from Mercedes was:
“…it is not necessary to provide an officialstatement, simply because somewhere a car has topped over.”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
b. Preparation - Prevention
Mercedes:> Failed to see all the prodomes .
> Missed out all the opportunities for prevention.
> No plan of preparation at hand.
Journalists (left in the dark) started to conduct moose-tests:
Baby-Mercedes lifted two tires and topped over once gain in Auto Bild’s test.
FOR JOURNALISTS IT WAS A TOO GOOD OPPORTUNITY NOT TO MISS.
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Humor break :-)
“Honestly, we haven’tdone anything!”
“Super, the A-class is passing the moose test!”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
‘How to Prepare in Advance a Crisis’
> Brainstorm Ideas (Include the Senior Managers into BS process)
> Assess Your Risk
> Set Communication Objectives for Potential Crisis:
(Flow of Communication at all the times!)
> Consider Your Constituencies:
(Find out constituencies effected by the crisis)
> Analyze Your Channel Choice:
(It’s important to find the right channel)
> Assign Different Teams to Each Crisis:
(Different problems require different kinds of expertise)
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
c. Containment - Actions> Jürgen Hubbert (board member – resp. Private Cars)
Legal action against “harebrained” journalist > image damaging
- Negation of the problem
> 29.10.1997 (First press conference and first admitance)
- “We have a weakness!”(Goodyear tires – not appropriate test condition in Sweden)
A-class would carry on with changed tires and instalation of ESP
Auto Zeitung replicate the test with new tiresbut results were the same…
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
c. Containment - Actions> 09.11.1997 (Welt am Sonntag pondered A-Class production
stop by CEO Jürgen Schremmp) > Mercedes denied again
- “No comment on speculations.”
> 11.11.1997 (Press conference by Jürgen Schremmp)
- “A-Class stopped for three months.”(He admitted mistakes and the process would be reviewed)
Evasive and dishonest communication tactics abondened.(no communication tactic)
Admission of the problem > Coming up with the solution
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
‘How to Communicate during a Crisis’> Define the Problem
(reliable info and S.M.A.R.T. communication objectives)
> Gather the Relevant Information(Managing many sources of information)
> Centralize Communications (The need of a crisis center)
> Communicate Early and Often: (Say whatever you can as soon as possible)
> Get Inside the Media’s Head(Media looks for a good story with villains, victims and visuals.
> Communicate Directly with Affected Constituencies(Internal and external)
> Keep the Business Running (The show must go on!)
> Make Plans Immediately to Avoid Another Crisis (To be prepared)
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
‘How to get out of a Crisis?’
d. Recovery
e. Learning
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
d. Recovery> Delivery stop of A-Class
strong corporate image > positive impact on media
(technical problems of the Baby Benz immediately solved)
> 19.01.1998 (workshop with journalists on driving dynamics)
- Now I really like this car! ”(R. Collin, Berliner Zeitung)
> 28.02.1998
Relaunch of the A-class
(Extensive marketing campaign including humor and celebrities)
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
Humor break :-)
“We have reinvented safety. The new A-Class”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
e. Learning
A more timely, open, honest
and coherent approach to communication
saves both face and money.
“The A-class has passed the moose test.
We have learned from it.”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
ADV Campaign
“Strong is the one who does not
make mistake. Stronger is the one
who learns from his mistakes.”
“I have learned more out of my throwbacks than my triumphs.”
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A Class”.
Master of Science in Communicationand Economics
Issues& Crisis ManagementSE 2006
UniversitàdellaSvizzeraItaliana
“What happened after”
The Crisis cost for Mercedes
- 300 mio DM (ca. €154 mio)
A-class best selling new car in 1998.(16th overall, best selling Mercedes)
Managing Communications in a Crisis
Expect the UnexpectedThree exemplificative cases of crisis:Perrier, Johnson & Johnson, Mercedes “A-Class”
Thank you for your attention
byCammarata Vincenzo, Kurucz Veronika, Maj Valentina, Salgirli Seda, Schulte Jan