THE CASE OF

EIGER
Principles of Management
Communication (PRDC 24-1 SP)

Presentation by
Erin Arita Naori - 20110240264
Viola Hasanah - 20110240851
MEDIA MONITORING

Eiger is a local brand that manufactures outdoor equipment

and outfits.
Many youtubers review their products voluntarily, but the
legal team of Eiger often complains about the videos quality
and think they are not good enough.
The problem climaxed, on 28 January 2021, when a youtuber
named Dian posted a letter of objection that he got from the
Eiger legal team on his Instagram and twitter @duniadian and
sparked this Public Relations case.
Eiger made an official statement of apology but the damage is
already done.
 FROM THIS: TO THIS:

source: kompas.com
 PROBLEM ANALYSIS
Our opinions:

From the Eiger case, we can learn many things, in terms of branding, PR, and crisis
management, including:
Clearer job descriptions between departments (in this case PR and legal).
Form a crisis plan and crisis management team to be ready to face all kinds of PR crises.
Response has to be multichannel: the official statement after the crisis is published
simultaneously on social media
How to say sorry: provide clarity, acknowledge your mistake, apologize, make it genuine.
Press release apologies would seem more genuine if it also has an audio visual form, it will
also show that the company is taking the problem seriously
 COMMUNICATION PLANNING
change people's perception

WHO

Hendra, as the legal manager who signed the objection

letter has to personally apologize to Dian, the YouTuber
in question, despite the fact that Eiger’s CEO has
apologized. Because what the public understand is that
the letter was written by the legal manager.

This apology also has to be conveyed through Eiger

social media so that the general public may see that
Eiger has admitted their mistake and it will also show
that Eiger is apologizing to their loyal customers who
certainly were disappointed. Hendra
(ACGA & Legal General Manager)
 HOW
Eiger will upload an official apology video on their social
media and taking real action along with it. For example:
Eiger should state that he has met Dian to apologize
directly and has given some Eiger products and
equipment to support Dian creativity on YouTube.
WHAT
From what has been analyzed, we come to understand
more of the media intelligence on this case. Doing an
evaluation of the public response is a must after every
action that has been taken, by asking questions such
as “What is the public sentiment on Eiger's apology?”.
“Is it positive or negative?” and “What happens next?”.
If the public reaction has not been improved, then
additional actions and additional statements/
interviews are needed.
Hendra
(ACGA & Legal General Manager)
 WHEN

Of course, as soon as possible, to avoid the issue

spreading everywhere and getting viral. Because as a
company we do not want to lose any customers, or let
our brand competitors take advantage of our crisis
momentum. Therefore we have to act quickly as soon
as the crisis arises. Here Eiger has made the right step
by immediately apologizing and clarifying as soon as
the post was uploaded.
 THANK YOU

"It takes 20 years to build a reputation

and five minutes to ruin it. If you think
about that, you'll do things differently."
- Warren Buffet