Nestlé Crisis Management Contingency Plan - 2617 Words

Nestlà © Crisis management Contingency Plan 1. Problem analysis 2. Course of Action 3. Strategic Communications Plan 3.1) Communication Infrastructure 3.2) Nestlà © Communication goals 3.3) Target Audience 3.4). Image Enhancement Message 3.5) Communications Channels and Outlets 3.6) Facebook as Communication Channel 3.7) Strategies for Social Network Communications 3.8) Strategic Communications Plan Key Performance Indicators 4. References Problem Analysis Nestlà © has established itself as a leader in the world of nutrition and foods. However, the attack by Greenpeace that Nestlà © fell subject to has taken its toll on the†¦show more content†¦Nestlà ©Ã¢â‚¬â„¢s course of action spurred Greenpeace to immediately repost the video on other sites and spread the message through other social media outlets. This created bigger publicity outreach and moved the arena from just a video that was not widely spread into a video that was being reposted on Facebook and other social networks. This caused activists to get involved and public awareness to increase. The result was an attack on Nestlà ©Ã¢â‚¬â„¢s Facebook fan page, where activists posted comments using profile pictures with altered versions of the Nestlà © Kit kat Logo. The Profile Pictures displayed the Chocolate bar Logo to read â€Å"Killer† instead of Kit Kat. This led to a full fledged war of words between activists and Nestlà ©Ã¢â‚¬â„¢s representative on Nestlà ©Ã¢â‚¬â„¢s own Facebook fan page. During the course of these events Nestlà © made several actions. Had these actions not taken place and a different course of action pursued, Nestlà © could have potentially limited the extent to which the Greepeace campaign spread. a) Pulling the video offline By demanding that YouTube take the video offline Nestlà © caused a flood of attacks on itself. 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