Public Relations And Crisis Managemet

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Public Relations and Crisis Management

Hung Fook Tong

Table of Contents
Executive Summary 2
Define and Explain the Crisis 3
Crisis Management Concepts and the Crisis 4
Crisis Management Strategies and Communication Strategies - Actual 5

Executive Summary

This report critically defines, analyzes and provides recommendations on a recent crisis Hung Fook Tong (HFT) has encountered, product deficiency. Through crisis management concepts, communication strategies this report will show what actions was carried out pre-crisis, during and post-crisis and analyzed if those actions were effective for that situation. By using integrated marketing communications this report also provides solutions, organizational learning and suggested reputation restoration plan for the organization to recuperate their image and position in the market.

The series of events carried out since the first break out in the news has caused a negative impact and harmful and undesirable attention to HFT about their product quality, logistics in transportation of the products, and how they manage the public. HFT reacted quickly internally about the product deficiency and ordered a recall of possibly effected products but did not make an effort to inform the government nor the public who are important constituents. HFT’s lack of responsibility and acknowledge their fault in the matter from the beginning puts them at jeopardy. Denial in the beginning stages only allowed more loopholes for the media and public to find their fault, which was exactly what happened. The report finds that HFT’s poor communication plans, lack of proper speedy action led to a diminished brand image and negative brand equity. HFT will need to put in personnel, finance and time to rebuild the image and trust from the public.

Recommendations discussed include:
Openness and honesty from the beginning and communicate with consumers, suppliers and constituents who will be directly influenced by the

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