Transcript nestle`s ccp

NESTLE’S
CRISIS COMMUNICATION PLAN
MICHELLE CHONG
AIMAN PUTRA
DERREK SEAN
1. MISSION STATEMENT
 Nestle
- an international corporation vulnerable to crisis
- Must be prepared at all times to face any potential
problem that may arise
- Therefore must be able to communicate information about
crisis situations accurately to various audiences that are
important to Nestle.
- The procedures will direct Nestle in better managing the
crisis and Nestle’s communication to overcome the issues.
2. OBJECTIVES
 To assure that accurate information is communicated
 To maintain consumer trust and protect company’s
reputation
 In tense crisis situations, communicate by staying true
to brand personality:
1. Caring & Responsible
2. Open & Empathetic
3. Transparent & Honest
3. CRISIS TYPOLOGY/SCENARIOS
 FACILITIES CRISIS: Damage such as that caused by explosion, fire,
leakage or natural disasters.
 EMPLOYEE CRISIS: Loss of life & Sabotage
 CONSUMER CRISIS: Defective products or false allegations against
Nestle
4. CRISIS RESPONSE PROTOCOL
 NESTLE’S CEO – central spokesperson on all issues
representing crisis for Nestle.
 PR TEAM – Responsible for briefing CEO of Nestle as
to what to say and how he should address the
questions asked based on the issue.
5. IDENTIFY KEY PUBLICS
 THE KEY PUBLICS DEPENDS ON THE TYPE OF CRISIS.
1. IMAGE CRISIS: People who purchase Nestle products.
- Someone has bad mouthed your company to a
person who has not used any of your products before
influences that person to never use your products.
2. PRODUCT CRISIS: A product (baby’s milk powder)
contaminated, makes a bad impression on product may
lose customers like mothers and parents.
6. POSSIBLE POSITION/STANCE
BASED ON CRISIS TYPOLOGY
PRODUCT CRISIS :
1.
Nestle will have to re-ensure the food process is going
smoothly.
 IMAGE CRISIS :
1. Reinforce company’s history and credibility
7. CRISIS COMMUNICATION TEAM
 WHO ARE/SHOULD BE IN THIS TEAM?
1. PR Team and key people from various departments.
Especially those that will face the public and who
know the product well enough.
2. All company employees should be briefed early in
the crisis and given the facts of the situation and
what they could/should say
8. IDENTIFY KEY TASKS/ROLES
 WHO IS THE SPOKESPERSON, WHO TO DEAL WITH
MEDIA, WHEN DOES CEO STEP IN?
1. SPOKESPERSON= CEO OF NESTLE
2. PR MANAGER AND CONSULTANT
(calls for a press conference & will also give out press
releases to media)
3. CEO should step in from the beginning of the crisis.