1Pepsi case Study
Pepsi Case StudyIn the summer of 1993, the Pepsi scare was one of the most widespread news stories in theentire country. This happened to be negative publicity for the Pepsi Company. There were cases being filed against Pepsi that there was syringes, needles, pins, screws, a crack cocaine vial, andeven a bullet have been found in Diet Pepsi cans. The media would start to increase on this storyas more reports would come in.
“In one week’s time, more than 50 incidents had been reported
e police, the FDA or the media”. Pepsi was not sure of why these incidents were being
reported. Pepsi had to research on why these claims were being made against their company.Pepsi was going to defend their company and not recall any of their products. Pepsi wanted toshow the country that there was no possible way that these objects could end up in their productsat the different factories. In this study there will be many different techniques the PepsiCo usesto explain to the country that this is impossible and these include: identifying the different publics, impact of communication on the public, the different PR communication tools andtechniques, benefits and risks using these tools, how new technology would impact this case, andwhat is the companies status today in reference to this incident.Identifying the Different PublicsIn this study there are internal and external publics. Internal Publics are people that areinvolved in the company in any way. In this study the internal publics are: factory workers,
CEO’s, president of the company, stockholders,
and anyone that has a say in the production of Pepsi products. There are also external publics in this case. An external public is someone who