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With the company image, integrity, and reputation on the line it was imperative that the PR department act quickly. The intent of this paper is to discuss who was affected the impact of the crisis, and tools used by the Pepsi PR team.
Identify the publics
The publics involved in the Pepsi crisis include anyone working for Pepsi involved in the process of making Pepsi and the loyal consumers who purchase and drink Pepsi. The internal public includes Pepsi employees, management and non-management, involved in the process of making the product. The external public includes anyone who purchased or consumed the product...
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