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Crisis Communications Case Study
Situation
- The Israeli branch of the global pharmaceutical company Pfizer is located just north of Tel Aviv. Although most of Pfizer Corporate Affairs activities are dictated by the corporate headquarters, the Israeli office recognized the need to develop some culturally sensitive procedures.
- Ruder Finn Israel was selected to help Pfizer develop a crisis communications plan to anticipate and plan for any potential crisis - enabling a quick, credible, calm response if such an occasion were to occur.
Program
- While it is not always possible to prevent a crisis situation, there exist many effective ways to blunt the effect on the various interest groups including the public, government, health practitioners, company employees, the company’s bottom line etc.
- Based on an evaluation of potential crises, and a review of similar industry case studies, Ruder Finn crafted a Crisis Communications Toolkit, distributed to all Senior Management at the Pfizer Israel offices.
- The toolkit outlines a specific plan of action that details a step-by-step plan to prevent or end a crisis while protecting the reputation of the corporation.
- Ruder Finn Israel began by identifying potential crisis areas specific to this industry (i.e. legal disputes; drug recall; negative financial statements; negative reactions to PR campaigns; government policy issues; management credibility issues, etc), as well as mapping culturally-specific idiosyncrasies.
- The ToolKit that was developed outlined procedures for reaction, including Logistics, Messaging & Positioning Guidelines, Materials to prepare, Internal Communications.
Results
- Pfizer adopted the recommendations provided by Ruder Finn Israel, resulting in the ability to quickly and clearly initiate communications to media and other audience inquiries crucial to effective crisis management.
- The Crisis Communication ToolKit outlines a comprehensive strategy before, during and after a threatening or potentially tragic situation occurs
