Crisis Communications and PR Disasters: Lessons from the Volkswagen Scandal
Explore the dynamics of crisis communications and PR disasters through a case study on the Volkswagen scandal. Analyze Volkswagen's response, strategic communication principles, and ethical considerations in handling such crises.
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Presentation Transcript
CRISIS COMMUNICATIONS & PR DISASTERS What are crisis communications? Protecting and defending an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing (Public Relations Society of America) PR Disasters/Crises The National The Top 10 PR Disasters in History (April 12, 2017) Forbes/Ron Torrosian The Biggest PR Crises of 2017 (May 23, 2017) Business Insider/Kim Bhasin 9 PR Fiascos That Were Handled Brilliantly by Management (May 26, 2011)
CASE STUDY REVIEW: THE VOLKSWAGEN SCANDAL [1 OF 4] Volkswagen diesel scandal, explained The Verge Volkswagen s response: We re working to make things right (EJ Schultz, Ad Age, Nov. 15, 2015) VW s Crisis Strategy: Forward, Reverse, U-turn (Danny Hakim, New York Times, Feb. 26, 2016) Volkswagen: The Scandal Explained (Russell Hotten, BBC News, Dec. 10, 2015)
CASE STUDY REVIEW: THE VOLKSWAGEN SCANDAL [2 OF 4] Academic research related to this case: Siano et al. (2017) Expanding the taxonomy of greenwashing after the Volkswagen scandal (Journal of Business Research) Blackwelder et al. (2016) The Volkswagen Scandal (Robins School of Business / University of Richmond) Stieglitz et al. (2018) Crisis communication on Twitter during a global crisis of Volkswagen The case of Dieselgate (Proceedings from Hawaii Intl Conference on System Science)
CASE STUDY REVIEW: THE VOLKSWAGEN SCANDAL [3 OF 4] Five tenets of strategic communication: Intentional message design The correct platform Calculated timing Audience selection and analysis Desired impact Ethical considerations: Lack of transparency, misleading ads, corporate social responsibility (or lack thereof), deception, misleading images in message construction.
CASE STUDY REVIEW: THE VOLKSWAGEN SCANDAL [4 OF 4] Did Volkswagen s response follow the five tenets of strategic communication? Was Volkswagen s response ethical from a strategic communications perspective? LET S VOTE!
