Case Study:

Crisis Communications

Overview

PRBI agencies are ideally suited to manage international crises. When an American cosmetics company faced a fast-spreading crisis in South Korea, PRBI members stepped in to manage the situation. The Korean Health Ministry found toxic substances in this company’s products, despite the fact the company didn’t use those substances. The result was widespread negative media coverage in South Korea. RED PR, which was agency of record for the company in the U.S., led the campaign with support from fellow New York agency Bridge Global Strategies and brought on South Korean PRBI member, CJ’s World, for on-the-spot media training and local PR assistance.

Small PR Firms, Big Results

The boutique PR firms responded quickly by researching the crisis, analyzing the situation, implementing media training, and making introductions to a South Korean government official who connected the company with a South Korean regulatory consultant. As a result of this immediate and highly individualized response, the crisis was substantially diminished within days.

Nancy C.J. Choi

Nancy C.J. Choi

C.J.'s World

Member Profile >

…PRBI…was hugely instrumental in gaining a clear understanding of the issue, diffusing a volatile situation and creating a future response plan to effectively manage the media…RED PR and their PRBI counterparts saved our organization from making costly and potentially conveying inaccurate information stemming from lack of understanding of local norms. Their ‘proactive’ versus ‘reactive’ approach to crisis management will ensure that future eruptions are effectively managed. A heartfelt thanks to this terrific organization!

Client Testimonial

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