Pet food panic: : procter and Gamble's use of crisis response advertising (CRA) in recall crisis

• Autores: Karen M. Lancendorfer
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 17, Nº. 2, 2014, págs. 94-113
• Idioma: inglés
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• Resumen

  • This research explores the use of advertising as a rising form of organizational crisis management. More specifically, the study analyzes Procter and Gamble's (P & G's) use of image repair strategies in the advertisements that were placed in response to the Menu Foods' pet food recalls of 2007. As with recent attempts by other companies to manage various publics' reactions to crises, the data suggest that crisis response advertising enabled P & G to better manage the crisis and to repair its image. The evidence also suggests that advertising might serve as a channel for an organization's crisis management.