crisis management PR case studies

Nail enamel product contamination

A prominent manufacturer of nail care products was accused by an Asian health ministry of illegally using a banned chemical substance in a product. Media coverage in that country's consumer media was very negative and sensationalistic. Worked as a team with two other PR agencies in the PR Boutiques International network (New York beauty PR agency RED PR and South Korean PR agency CJ's World). Counseled the CEO and senior staff, media trained the company's Asian in-country spokesperson and introduced the company to a regulatory consultant with roots in the country's health ministry. Media coverage of the situation dwindled within days, and the story did not spread across borders.

Overseas food scandal 

Counseled hospitality company client in an overseas market on how to respond to a pervasive food scandal that was being reported all over the world. Our client was one of hundreds of hoteliers and restaurant companies that were providing consumers with cheaper substitutes for expensive ingredients listed on menus. We helped our client deal with the situation to prevent reputation damage in international markets.

False rumors

Developed internal and external communications strategies to stop false rumors of an Asian company's U.S. market withdrawal and sale. We media trained the company's senior executives and conducted aggressive media outreach.


Counseled corporate management on media relations involving a greenmailer who tried to use the media to manipulate the company's board of directors. We conducted aggressive media outreach and were able to discredit the greenmailer.

HIV-contaminated plasma

A drug company's sales of HIV-tainted blood products caused a massive crisis that lasted for years. The company faced daily negative front page media coverage that eventually led to a hospital and doctor boycott of the company's entire product line. We developed a crisis management and communications strategy, provided counsel to the CEO, and set the direction for employee communications and media relations. As a result, we were able to help the company wind down media attention, stop the boycott and stabilize its business environment.

Korean economic crisis

In the face of severe economic problems in Korea, we provided issues management and media relations counseling to protect one of Korea's biggest conglomerates from image problems in the U.S. that threatened its financial viability.


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