QUIZ 9 – JULY 2, 2021

GROUP NUMBER 2:
NGUYEN THI HONG THAI
TRUONG THI KIM DUNG
NGUYEN NGOC QUYNH HUONG
NGUYEN LAN NHI
NGUYEN NGOC TUONG VI
Essential Steps in Handling Crisis
(a) Identify your Crisis Communications Team
(b) Identify Spokespersons
(c) Spokesperson Training
(d) Establish Notification Systems
(e) Identify and Know your Stakeholders
(f) Anticipate Crisis
(g) Develop Holding Statements
(h) Assess the Crisis Situation
(i) Identify Key Messages
(j) Riding Out the Storm
 Case of DIELAC of VINAMILK in March 2007
Identify your Crisis Starting from the Ho Chi Minh City Women newspaper,
Communications then it was written in the News, Youth, Labor, Laborer,
Team Great Unity and People newspapers.
Identify Choose a PR tool, try to distract the attention of the
Spokespersons public and the media on another topic, to wait for the
evaluation results of the authorities.
Mr. Tran Bao Minh - Deputy General Director of
Marketing & Sales is authorized to answer the press.
Spokesperson Apply Supply Chain to localize product recall, isolate,
Training and seal all suspected shipments.
Establish Notification Immediately establish a crisis prevention team: board of
Systems directors, marketing team, key person.
 Case of DIELAC of VINAMILK in March 2007
Identify and Know The press, Deputy General Director Tran Bao Minh, competent
your Stakeholders agencies: Center for Inspection of Import and Export Goods,
Technical Center for Standards and Quality 3, Center for Quality
Assessment in Ho Chi Minh City.
Anticipate Crisis Mr. Nguyen Duc An - Chief Inspector of the Department of Health of
Ho Chi Minh City, said that "after observing the product at the
company, with the naked eye can still detect the mixed suction
particles in the powder" making the crisis even worse serious.
Develop Holding Zoned the media, set up a hotline to get official information,
Statements organized for reporters to join the Dielac factory.
 Case of DIELAC of VINAMILK in March 2007
Assess the Crisis There are inspection results, "no substance detected" in all
Situation suspected goods. However, public opinion is still tumultuous,
Dielac's off-take influence, mothers with young children are
hesitant to choose Dielac.
Identify Key Messages Implemented the campaign to reposition Dielac with the
campaign "Mother's love" to restructure the product system,
change the Dielac packaging.

Riding Out the Storm The positioning strategy in Dielac's revenue of 139% in 2007
compared to 2006. Dielac Alpha went from 15% lower price
than Dutch Lady to 5% higher than Dutch Lady.
 Case of Aroma resort Phan Thiet and Khoa Pug
Identify your Crisis The video posted by Khoa Pug online stemmed from the
Communications uncooperative staff service attitude, even with vulgar
Team words, attacking customers, causing "waves" in the
online community.
Identify The marketing team, sending emails but not apologizing
Spokespersons to the customer, and blaming the customer.
Establish Send an apology letter to the customer, refund the room
Notification Systems deposit as compensation.
Identify and Know Online community, accommodation with the same name,
your Stakeholders media channels: Facebook, YouTube, Google
TripAdvisor, Google maps
 Case of Aroma resort Phan Thiet and Khoa Pug
Anticipate After only 6 days of posting, the video has more than 8.6
Crisis million views. This crisis became worse because Aroma not
only did not apologize and cover for employees but also
completely denied its responsibility, claiming that customers
spread fake news. The online community simultaneously
called for each other to vote 1 star for this resort with 3000
reviews.
Develop Publicize the apology letter to customers on the fan page,
Holding compensate the reservation for Khoa Pug. Suspend the work
Statements of the receptionist.
Assess the The apology letter was too much, received 8.3 thousand
Crisis Situation angry cases over 13,000 likes. With 100% critical comments.