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1. Why is a treat to the reputation of a company ‘a double threat’?
Because it could also become a threat to the financial viability of a company if not dealt with promptly and effectively.
Because it could also become a threat to human life.
Because it can have a huge impact on the company.
2. What should you do if a rumor threatened the reputation of your company?
Issue a press release with an official statement.
Issue a press release with an apology.
Rectify the information with a press release.
3. Back in 1993, someone in the State of Washington claimed to have found a syringe in a can of Diet Pepsi. This was followed by more than 50 other reports. PepsiCo promptly denied the accusations, then produced 4 videos, one of which showed their soda canning procedure. Even though the reports were later found to be false, what was good about the way PepsiCo dealt with this rumor?
PepsiCo went the extra mile: they denied the accusations and produced supporting visual evidence.
PepsiCo apologized about the accident.
PepsiCo responded promptly with an official statement.
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