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: Caring & Responsible Open & Empathetic 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 : • 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? PR Team and key people from various departments. Especially those that will face the public and who know the product well enough. 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? SPOKESPERSON= CEO OF NESTLE 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.