NA VIGATING A PUBLIC-RELATIONS CRISIS Jose Acevedo Fundamentals of Public Relations - Online 

JOSE ACEVEDO 

CRISIS SYNOPSIS An accident occurred during a Mtn Dew sponsored “Dew Tour” skateboarding event at Long Beach, California where a child received a concussion from falling over a barricade that was not securely fitted or inspected as required by the insurance for the event. Now the child is in a coma. Rhodes, 2012 

POTENTIAL IMPACT • PepsiCo stock could plummet. • Parents of the child could sue PepsiCo and Mtn Dew. • Other associates/presenters like Verizon, Motorola, and the U.S. Army could be sued or receive a huge backlash. • Negative social media and mainstream news media coverage against Mtn Dew and The Dew Tour events. Wade, 2009 Mootioon, 2007 

SPOKESPERSON Tony Hawk • Experienced skateboarder, skate influencer, and philanthropist. • Is a father of four children (Editors, 2016). • Has also suffered from concussions before (Zimmerman, 2010). First Tee Austin, 2015 

TARGET AUDIENCE • Parents • 25-60 years old • Children that skate or attend skateboarding events like The Dew Tour spazbot, 2009 

MESSAGE & TALKING POINTS • What happened was very sad and we send all our deepest condolences to the family. We (I) am not authorized to answer such questions at the moment, but We (I) can say what the PR news release says. • Mtn Dew, PepsiCo, and all other presenters, sponsors, and security will be increasing safety and security by the next event. • Mtn Dew & PepesiCo are paying all of the child’s family’s healthcare bills and hope for a speedy recovery. • Safety PSA and Concussion awareness campaign online. 

INTERNAL PR TOOLS & COMMUNICATIONS CHANNELS • Private Newsletter • Mandatory Safety Training • Human Resources meetings with employees • Memos • Webinar • Health Exhibit 

PUBLIC PR TOOLS & COMMUNICATIONS CHANNELS • Facebook, Twitter, and Instagram accounts for PepsiCo and Mtn Dew will have a PR release post that will be “pinned” that states the position of the company. • Livestream press conference through Facebook Live and Periscope. • CBS This Morning and Access Hollywood Live appearances from Tony Hawk to address the situation and explain what happened. savagekidd, 2010 CBS, 2016 

CONCLUSION • Taking responsibility • Showing that Mtn Dew, PepsiCo, and other sponsors care about their consumers • Prioritize Safety 

REFERENCE: CBS. (n.d.). CBS This Morning. Retrieved July 24, 2016, from http://images.zap2it.com/assets/p8970471_b_h3_ad/cbs-this-morning.jpg Editors, B. (n.d.). Tony Hawk Biography. Retrieved July 24, 2016, from http://www.biography.com/people/tony-hawk-40989 First Tee Austin. (2015, June 3). Dell ATX Shootout 2015. Retrieved July 24, 2016, from https://www.flickr.com/photos/128916331@N08/18433944216/ Mootioon. (2007, August 16). ARGENTINA-ECONOMY-STOCK. Retrieved July 24, 2016, from https://www.flickr.com/photos/mootioon/3327869957/ Rhodes, S. (2012, October 20). Jumping the fence at Dew Tour. Retrieved July 24, 2016, from https://www.flickr.com/photos/ari/8108090639/ Savagekidd. (2010, July 24). Key_art_access_hollywood. Retrieved July 24, 2016, from https://www.flickr.com/photos/46646644@N03/4825288504/ Spazbot29. (2009, January 19). Family. Retrieved July 24, 2016, from https://www.flickr.com/photos/30567890@N08/3208584677/ Wade, M. (2009, November 21). Supreme Court. Retrieved July 24, 2016, from https://www.flickr.com/photos/44768401@N07/4122207981/ Zimmerman, M. (2010, May 10). Tony Hawk's Extreme Parenting. Retrieved July 24, 2016, from http://www.menshealth.com/fitness/tony-hawk