There's a Syringe in My Pepsi Can!

Effective Communication Strategy

In the summer of 1993, the makers of Pepsi and Diet Pepsi found themselves in a public relations nightmare. A local Tacoma, Washington dyad claimed a hypodermic needle was found in a Diet Pepsi can. Numerous accusations in multiple cities were reported across the country and Pepsis alleged convergence tampering was front page news for seven brutal twenty-four hour periods.

Immediately PepsiCo Corporation took on an sickish strategic campaign in order to combat the cast out backlash from the syringe incident. Time was of the essence during the crisis. The reports of the alleged product tampering appeared in news reports on June 9, the same day Pepsis local bottling corporation; Alpac along with the Food and Drug constitution (FDA) and local health officials began an investigation into the claim. The dress was opened to the media and the plant owner, manager, and quality assurance manager were made available to the put right (Center & Jackson, 2003, p. 328). The three major factors in Pepsis effective conference strategy was that the company took an offensive approach, the company dealt strictly with the facts and depict and maintained open lines of communication with its publics.

The PepsiCo Corporation faced the puzzle head-on and maintained open communication with the media, consumers and FDA.



Pepsis response team had round the clock employees that were available to address the barrage of questions and concerns from the media and the consumers. During this crisis the greatness of fact-based answers to questions was a vital key to effective communication. The response teams gave selective information that was supported by evidence, all the while polling Pepsis public envision as the crisis unfolded, joining two essential techniques; damage find out and risk assessment.

Pepsis Publics

Pepsis public relations campaign was focused toward the corporations internecine public as well as external public. The...

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