Saturday, March 9, 2013

Crisis Communications: IKEA Singapore Meatball Crisis

Kudos to the PR Team at IKEA!

In my crisis communications workshops, I teach clients that in a crisis, consumers' continued loyalty to their product is a function of the consumers' confidence and commitment (see diagram below).  As confidence and commitment are intangible factors that cannot be influenced directly, the levers which they can use are the motivation, understanding and ability of the consumer.  Thus, to regain consumer loyalty during (or after) a crisis, the company's crisis communications plan must focus on enabling the three.
 
The recent move by IKEA Singapore to sell their meatballs at $0.10 cents is a fantastic example of engaging the motivation lever.
 


 
To learn more about our crisis communications frameworks, contact our us at justin@cwfongandassociates.com.

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