Select an organization that is currently experiencing a ‘crisis’ and analyze tha

Question

Select an organization that is currently experiencing a ‘crisis’ and analyze that organization from a public relations perspective. Specifically, in your answer:

Classify the type of crisis that the organization is facing

Identify the specific risk or threats to the organization as a result of the crisis.

Using the process to manage a crisis and/or image repair offer a set of recommendations as to what the organization could do to manage its reputation.

How does the type of crisis influence the public relations options?

Explanation / Answer

Answer:

Heineken recently had been facing severe criticism and backlash over a taking out an allegedly racist ad called “Sometimes Lighter is Better” for its light beer campaign. Their brand image has taken a hit as a result of this ad which shows a light beer bottle passing by black people and stopping at a white lady.

This poses the risk of the company’s image of an inclusive brand taking a hit. African American community might call for a boycott of the beer brand and it ultimately will effect sales. The image of the company will also take a huge hit.

In this situation the first thing the company should do is to pull down the ad from all communication channels. Put out a statement in public apologizing for the content of the ad and saying future campaigns will learn from this and will be more inclusive.

This kind of crisis reduces the breadth of PR the company can do. They can only apologize or defend their actions. There can’t be any PR other than this during the time of the crisis for any other product or event etc.

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