PR CRISIS MANAGEMENT

Batch 2021-2023
Submitted by :
Kajol Tekchandani
Submitted to :
Mansi Gupta
Dr. SD Joshi
Nadeem Sheikh
Ishika Agarwal
Khushboo Malviya
Pooja Soni
 1) Any negative event or review
related to your business gains
traction in the public sphere.
What is 2) It could be related to an
PR crisis unhealthy business practice, a
customer accident at your location,
or an internal, employee-related
issue.
 PR CRISIS MANAGEMENT

It is the process of preparing an

organization for a major event that
threatens the organization, its reputation,
stakeholders, or the general public.

During a crisis, the main goal of a PR

department would be to inform all
interested parties about the current
situation
WHY IS CRISIS MANAGEMENT IMPORTANT

• Crisis management is the process of dealing with an

unfavorable situation that could seriously damage a
company’s reputation, sales and growth.

• The goal of crisis management is to respond quickly and

effectively to minimize damage.

• A successful crisis plan is proactive. It aims to reduce the

risk.
 STEPS FOR CRISIS
MANAGEMENT
• Classify the problem ad don’t overreact
• React swiftly
• Identify the first response unit
• Evaluate the crisis situation
• Prepare the final plan of action
• Cooperate with influence
• PR crisis analysis
NESTLE CRISIS OF 2015
 The Crisis
The crisis that Nestle faced is already well known to most
of us. In a nutshell, there were two major developments
that caused this meltdown:

The regulated lead levels during that time was 2.50ppm

and a laboratory in Gorakhpur found the lead MSG levels
in Maggi to be 17.2ppm. Yes, THAT huge a difference!
Not only did they breach the regulations, but also
explicitly mentioned “NO added MSG” on the packets,
leading to a mislabeling offence.
 The Immediate Aftermath

• Nestle was directed more towards

establishing a defense on the basis of
technical aspects.
• They claimed that they have tested 3,500
samples of Maggi and the results of lead
were in the set regulations
• They were fighting to be ‘right’ in the
battle, rather than looking at how to make
it right
Back to Agenda Page
What Maggi did wrong?

• Neglected Public Opinion

• Slow Response
• An Appearance of Arrogance
• Lack of customer Engagement
• Lack of Foresight
• Overly complex answers
Loss due to mismanagement of crisis

• sales were going down .

• Nestle was losing its strong
customer base .
• Media and competitors were
taking advantage of this
mismanagement.
Recovery of the crisis

• Mr. Suresh Narayan was leading the helm of

affairs for Nestle operations was called to
India .
• The priority was to rebuild the trust and
reputation block-by-block by engaging and
communicating with stakeholders
transparently and constantly,”.
• Narayanan also increased the company’s
emphasis on health and nutrition.
• simplified the corporate structure and
increased advertising.
 But the main ingredient for success was
improved PR and communications
• The company stopped running away from the crisis, they addressed it.

• He was done by actively engaging with the audience on social media

and adding a section dedicated to updates about Maggi on their
website.

• They refused to let people forget of the product and the emotional
value it once had for them.
Relaunch of the product

• The re-launch of Maggi happened strategically

on the auspicious day of Dhanteras, very close to
Diwali.
• The relaunch campaign saw television ads
stating “Maggi safe thi, safe hai”.
• They knew while the younger generation would
not have much problem accepting Maggie again,
but for the older generation they made a small
campaign.
• “let your mom know”
 Post Relaunch

Now, that Maggie was back and has cleared all the
laboratory test, directly aiming at the customer’s
emotional belongingness to the product they bought a
campaign, asking “what does Maggie brings back”,
#welcomebackmaggie .

Another campaign was #NothingLikeMaggi, as The

absence of the product gave space for competitor
products to flourish.
To reassert the product’s dominance over others from the
same category, Maggi’s PR team decided to again hit back
with this campaign.
THANK YOU