of May 4, 2009, Lu David in the media of communication at the meeting from time to time to pick up canned Coca-Cola drink under a. Beijing News reporter Li Jingshe Friday, May
the busy day, Coca-Cola is located in Taiyuan (Shanxi) Beverage Co., Ltd. is a cheerless place, the door to the production workshop locked. The staff said that in the rectification period, the company management personnel at work.
the face of continued warming “chlorinated water” event, Coca-Cola put down attitude. In the afternoon of May 4, Coca-Cola Greater China and South Korea president Lu David (David G. Brooks) held in the incident Shanxi, media communication and public apology.
retroactively, Coca-Cola deal with the crisis, always have ease. The chlorinated water “event, from the newly broke deny, but later admitted and apologized, before and after 18 days, Coca-Cola” face “performance, aroused public question at the same time, it also raised the industry to its crisis PR ability to doubt.
denied the chlorinated water mixed drink
Coca-Cola statement, the so-called “internal message” The investigation does not fit the facts. Coca-Cola Shanxi company official stressed that the staff out of selfishness out of context.
media communication meeting, Lu David in the intervals of speaking, from time to time to pick up in front of a can of Coca-Cola, Yang Bo drink a.
Greater China, a person personally face the crisis, which is few and far in the Coca-Cola China’s development history. Lu said to David, he has for that matter in Taiyuan for several days in the field command and management.
“today as the president of the Coca-Cola, I think we can do better over a period of time, we had some problems, there is no facts to regulatory authorities, media and the public in a timely manner. a sincere apology. at the same time, we solemnly promise, that the Coca-Cola system regardless of how to face the challenges and difficulties, and will adhere to adhere to our values. “David said Lu.
cause of the incident from the “News Coverage” report in the April 17 Voice of China, Coca-Cola of employees, broke the news to reporters, said the company is in the pipeline transformation, will be disinfected with chlorine treatment water mistaken for mixed drinks, involving 120,000 cases worth 500 million yuan.
this report came out the same day, Coca-Cola denied claims that the product has always been safe, high quality.
Coca-Cola said in a statement distributed to the reporter the day, a few days ago we noticed that the so-called “internal message” The investigation does not fit the facts. Coca-Cola Shanxi company official in an interview with special emphasis on the staff out of selfishness out of context.
date a Shanxi Provincial Bureau of Quality Supervision also quick to respond to the Deputy Secretary for Liu led rushed to the Coca-Cola Shanxi companies on-site inspection.
day, the council released the findings, said the period between February 4 -8, Coca-Cola Shanxi company produced a total of 121,058 boxes of nine batches of carbonated drinks. So far 76,391 boxes have been put into the market, the Treasury of the existing 44667 box. Sold all the products in Shanxi. At the same time, to nine batches of 4 batches of 44 667 boxes were sealed, and the sample submission. In addition, the purchase sample tests on the remaining five batches from the market in nine batches.
next day Shanxi Province Bureau of Quality Supervision communications, said, “The Group believes that: the nine batches of product will not cause harm to human health.”/P>
, admitted for the first time “operational errors”
of Quality Supervision Bureau, the media reported the case identified through the survey. Coca-Cola admitted for the first time that operational errors, leading to the production of auxiliary water contained traces of chlorine into the beverage production water.calm, a week after the
51 the day before the holiday, event after a turmoil.
the evening of April 28, Shanxi Province Bureau of Quality Supervision, published on its official website the news that, after the media’s “Coca-Cola (Shanxi), Beverages chlorine demineralized water mixed with some batches of beverage products problems, the Shanxi Bureau of Quality Supervision, through surveys, finds that the media reported the situation is true.
In addition, the Shanxi Provincial Bureau of Quality Supervision investigation group in the survey found that Coca-Cola (Shanxi) Beverage Co., Ltd. to delete the maintenance of computers on the grounds between February 4 -8 part of the production records and all e-mail, the key witness in the absence of paid leave on the grounds the investigation.
Shanxi Province Bureau of Quality Supervision Bureau regular account of high public expressed dissatisfaction with the secretive practices of the Coca-Cola Company, the method was wrong, with the positive. “
the next day, Coca-Cola this issue a statement, a change had evaded, denial, and admitted for the first time: I plant to confirm the pipe renovation of water-saving projects in the February 3, due to operational errors, leading to the production of auxiliary water contained traces of chlorine to enter the to drink water for production.
but the company also stressed that the products involved in the event of chlorine door repeatedly testing and expert demonstration showed that the product is safe, will not impact on human health.
liquid market for the products and whether the recall, “whether compensation issues, Coca-Cola again in reply to the reporter completely avoided, but again stressed that the product is safe.
April 30, 2009, Coca-Cola in the microblogging on its official website, apology, “Shanxi bottling plant has to take immediate corrective measures to put an end to this sort of thing not happen again.” The reporter noted that this sentence appeared an obvious syntax error, the correct expression should be “to prevent such things from happening again”.
the microblogging statement no mention of the recall of words, users and public opinion shelling Coca-Cola, “lack of sincerity”. A target of criticism in the Coca-Cola May 2 made “in exchange for the decision, but still insisted that is not a recall, and are not returnable.
Beijing blog from the chairman of the Marketing Consulting Group, marketing experts said Li Zhi from the wording of the Coca-Cola express statement is very bad in this environment, so simple and rigid interpretation of the lack of PR skills performance.
18 days after the president publicly apologize
Coca-Cola of the crisis to deal with accused haughty calm, the president apologized, saying that the reaction of this company slow.
a voices of doubt, Lu David on May 4, media communication will be the scene, “chlorinated water” incident apologized to the public. At this point, the exposure from the event has been 18 days.
Lu David admitted that on February 3 this year, Shanxi plant in pipe renovation of water-saving projects, production drink treated water pipeline and a production workers’ operational errors, careless collision auxiliary water pipes, the valve opens, leading to a very small amount of free residual chlorine mixed into the beverage production, processing pipes hang.
He also admitted that, in Shanxi Province Bureau of Quality and Technical Supervision during the investigation, the behavior of the employees did not cooperate with the investigation does occur, the individual employees deleted relevant e-mail, adding that staff will be disposed of in accordance with regulations.
It is understood that, because of that, several key management positions in Coca-Cola Shanxi has been adjusted, the general manager has things to resign, the new general manager of Shanxi took office.
“chlorinated water” products previously only accept a replacement, do not accept returns “Lu David stand at the meeting agreed to return.
review the performance of Coca-Cola in the incident, the industry referred to as “popping”.
comments that claim that Coca-Cola “chlorinated water” event as “misinformation” to formally apologize to recognize the operational errors, and then accused the media of this “misunderstanding”, the international beverage giants can be described as the quintessence of Chinese culture “face” interpretation of the most vividly.
Li Zhi from that in the current context of the public on the big brands have a certain trust, on the handling of the crisis, Coca-Cola consumers feel is the attitude of the haughty, identify problems and are afraid to surface right, more calm. This allows the media and the public psychologically there is a great gap.
Lu David admitted that the company response is slow.
The Coca-Cola first denied and later admitted that the investigation of Quality Supervision Bureau, the recognition of the then still holds partly concealed insist insisted that the product qualified, but qualified based on what the state does not provisions of the Coca-Cola unilateral qualified is not convincing. “said Dong Jinshi, Distinguished experts of the State Environmental Quality Supervision and Inspection Center.
in Shanghai Futures researcher Jing believes that the product is a question almost all companies may encounter problems, but a series of practices before the Coca-Cola and its position in the market did not commensurate.
past crises rarely involving high-level
Coca-Cola crisis management capabilities, Zeng counterparts far behind the “chlorine water” event handler fails, inconsistent argument and attitudes lead to public resentment.
reporter learned that, in the handling of the crisis public relations, Coca-Cola has been a model in the industry. In the past, Coca-Cola crisis, fast speed of response, many peer companies catch up.
as an international brand, every year the face of large and small types of crisis, only the last two years time, you can see in the Chinese media on the caramel carcinogenic storm “,” sterilization agents storm “,” Maid poisoning incident “,” Coke Zero liquid accused of excessive levels of preservatives “,” Sprite mercury poisoning and other negative reports.
However, the face of these crises, Coca-Cola are able to easily cope with, in the face of media inquiries, always timely and full statement. These negative crisis gradually over time the public forget, the duration of the crisis is rarely more than a week. To deal with these, mostly Coca-Cola China PR of the Public Affairs team, without a higher level lobby.
The chlorinated water event, Coca-Cola was different from the past, before and after the two contradictory statements and one apology side insisted that the attitude of product safety, led to great public resentment.
Faced with this embarrassment, Coca-Cola Greater China, a person personally, Coca-Cola called “scientists” Sun Wei (Greater China Science and Regulatory Affairs Director) and therefore do a special trip from the United States flew to Shanxi, to explain the chlorinated water from a technical point of view in detail to the media.
instability weaken public relations skills?
since late last year, Coca-Cola China began large personnel changes. Analysts believe that this crisis precursor. Coca-Cola executives say no association.
Previously, Coca-Cola stable team in the industry has been impressive. However, since the second half of last year, the Coca-Cola China’s personnel changes, Coca-Cola Greater China and South Korea, President Lu David took office in January 1 this year.
incumbent Coca-Cola Greater China vice president the Baizhang Bo joined in the second half of last year, Coca-Cola, the previous five years as a vice president at BP (British Petroleum).
in Greater China, Coca-Cola public affairs and communications work 20 years and 14 years, two executives have resigned this year, in March.
this relatively intensive personnel changes affect Coca-Cola’s public relations crisis? Li Zhi from the sound company personnel changes, many signs of crisis in the handover process is prone to vulnerabilities.
The two left the public relations department executives, there are industry insiders say, because they under the leadership of newly appointed Bai Changbo and former style are different, they are difficult to fusion.
the Baizhang Bo explained that to leave their personal choice, there is no reason not to agree. Baizhang Bo do not think the personnel changes and the chlorinated water events, he said that the movement of persons is a normal phenomenon.
Lu David comes down to this incident did not adhere to the values ??of the company, he said, “is very important values ??for us … we do not do to implement to adhere to the 126 years of Coca-Cola Company operating principles
Lu David: and management are not caused by handling in a timely manner
said Shanxi company did not adhere to the principles of the past 126 years in Coca-Cola
company values, which is a vocabulary of the Coca-Cola Greater China and South Korean president Lu David has been emphasized. In an interview, he made this explanation, saying the values ??are very important for them, the core is the sincere collaboration and quality, Shanxi company does not adhere to the Coca-Cola 126 years of operating principles.
individuals do their work
Beijing News: Do you have the entire process of event public relations what kind of evaluation?
Lu David: To grasp the full facts first reaction was to ensure the safety of the product, provided the product is safe to drink, after the report of the Coca-Cola headquarters. What happened in Taiyuan, four or five days I spent in Taiyuan, led to understand the situation at that time. Provincial Quality Supervision Bureau stationed in 40 people in our factory, to be four or five days to do a complete discussion in this process, we found some new content, some things did not deal with in the communication process, because our management is not good enough. resulting in we are dealing with not enough time, so we deal with this was still not good enough.
Beijing News: In the past the Coca-Cola public relations crisis has done is more timely, this time we questioned more, it was said Coca-Cola to eye-popping deal with this crisis, do you think this is why?
Lu David: a company is relying on everyone to comply with the company’s cultural values ??and norms of conduct. The individuals in their own jobs to do a good job, in violation of the company’s basic operating guidelines. Not even cooperate with the investigation of the Bureau of Quality Supervision, which is our serious mistakes, these are the background we are dealing with this crisis.
gave me the confidence, although this response is too slow, but the basic quality management system or play.
company values ??is very important
Beijing News: If you had the crisis PR score, you will play?
Lu David: The crisis of public relations there is no concept of scoring, I think it is not enough time.
Beijing News: is not reached the level of Coca-Cola’s public relations crisis?
Lu David: We do not think that crisis management is our pursuit of excellent links, including internal staff on company values, and so is to continuously improve the process.
Beijing News: What has always stressed that the company values?
Lu David: We have been in China to stick to our values, the values ??are very important for us, the core is the sincere collaboration and quality, which is in 206 countries around the world long tradition. It is a pity that recently occurred in Shanxi these things, we do not do to implement to adhere to the 126 years of Coca-Cola Company operating principles.
Beijing News: Coca-Cola global markets have not encountered similar to this crisis? How to deal with?
Lu David: Coca-Cola 126 in 206 countries around the world are in the business, should be said that the outside world is very exciting, we encounter many things, foreign wars, tsunamis, earthquakes, from the kinds crisis has every year in the event of varying degrees of crisis, occasionally a person’s behavior does not comply with the company’s operating guidelines also occurs.
Beijing News reporter Li Jing
Coca-Cola denied that “chlorinated water”, said the so-called internal staff broke the news, employees out of their own selfishness out of context, and upon inspection and does not match the real.
recognition of operational errors, resulting in the production of auxiliary water contained traces of chlorine into the beverage production water. Emphasis on product safety, avoiding the recall, compensation and other issues.May
chlorine incident apologized and agreed to return the recycled products and the same batch of stock destroyed.
□ Beijing News reporter Li Jing
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