In Zaremba’s Chapter 6 we read about ethical implications in crisis communication. Pepsi is no stranger to controversy, scandal and missteps. Read the provided case study on Pepsi’s latest questionable commercial with Kendall Jenner.
Write a short 2-3-page essay reflecting on the article. You will want to reflect on the issue at hand using facets of crisis communication you have learned in the course up to this point. Please note that this example is from a real situation that happened in the mid-90s. There is reference to a racial slur included in the reading allegedly used by executives.
Questions to guide your reflection:
What ethical dilemma does Pepsi face? Do they have one?
What strategy should Pepsi employ? What determines whether the approach will be successful?
How could organizational culture have created the evolution of this crisis?
Does any organization have the ethical responsibility to take various perspectives into consideration?
How well did Pepsi live up to its diversity and engagement statement?
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