Five Year Survey Says: Spokesperson as Important as Message Coca-Cola Crisis Communication Goes Flat

Business Wire, June 28, 1999

NEW YORK--(BUSINESS WIRE)--June 28, 1999--

In the latest issue to hit newsstands, PRWEEK examines:

PR PROS SCORE LOW, NEWS MEDIA IS BIG SURPRISE.

According to a five year Public Relations Society of America (PRSA) survey, a spokesperson is as important as the message itself. The National Credibility Index (NCI), funded by The Rockefeller Foundation, ranked public relations professionals as the least credible spokespeople, falling just below entertainers, talk show hosts, athletes and activists. The survey, which involved more than 2,500 interviews and an extensive news media analysis, also found the news media to have more credibility than expected. The survey goes on to identify major differences between blacks and whites when it came to authority figures.

MEDIA SAYS CONSUMERS WON'T TRUST COKE.

Consumer confidence in Coca-Cola (NYSE:KO) will be jeopardized by the company's recent crisis in Belgium and France; at least that's what the media is saying according to an analysis in this week's issue. The study, by CARMA International, ranked the most prevalent media messages surrounding Coke's recall in Europe. Other major media themes included Coke's slow response, the overall safety of the product, Coke's assurance of a high quality product, consumer skepticism, an overview of the recall, Coke's quick response and reassurances that the company will not suffer from the ban.

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