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- Title
COMMUNICATION STRATEGIES OF THE CHINESE DAIRY INDUSTRY MANUFACTURERS TO REBUILD REPUTATION AND MAINTAIN A QUALITY RELATIONSHIP.
- Authors
DASHI ZHANG
- Abstract
After the Sanlu tainted milk powder crisis in China in 2008, the entire powdered milk manufacturing industry, and in many ways the food industry as a whole, faced a crisis of reputation and consumer confidence. Through a study of the organisation and public relationships of dairy companies, the crisis communication strategies they used, and how they cultivated relationships, this paper explores how companies within the milk industry rebuilt their reputations to a point where customers and other key elements of the public once again felt confident about their products. This study explores the organisation-public relationships (OPRs) cultivation strategies of the dairy companies and the communication strategies they used to rebuild the industry's reputation after the Sanlu crisis. The author interviewed dairy company personnel and consumers in China (N=18) and conducted secondary document research. The communication strategies that dairy companies used to maintain their relationship with the public are analysed. This study develops the theory of relationship management and provides suggestions for other companies to utilise should they face an industry crisis in the future. The cultivation strategies the dairy companies use to maintain their relationship with the public is hard to separate from communication strategy employed after the crisis.
- Subjects
CRISIS communication; MILK contamination; SANLU Group (Company); CRISIS management; FOOD contamination
- Publication
PLATFORM: Journal of Media & Communication, 2013, Vol 5, Issue 1, p118
- ISSN
1836-5132
- Publication type
Article