Brand Communication and Reputation Management : Assignment

Student Name : Bussa Rahul
Student Id : 1722167
Block: Brand communication
and reputation Management
Course : MSc in International
Business

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Pizza Express Crisis:........................................................................................................................1
The contribution of Media:.....................................................................................................2
Crisis Response strategy of Pizza Express:............................................................................3
The situational crisis communicational theory (SCCT) :.......................................................3
Crisis Management Theory:...................................................................................................4
Stakeholder Theory:...............................................................................................................5
KFC CRISES :.................................................................................................................................5
Contribution of Media ...........................................................................................................6
Crises Response Strategy of KFC .........................................................................................7
Situational Crises Communication Strategy...........................................................................7
Crisis Management theory .....................................................................................................8
Stakeholder theory .................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Success of each organisation depend upon its reputation in market. It does not matter if
that company is large or medium, and to achieve success effective public relations strategies
must be developed by company. It will help in managing reputation by developing good
communication and relationship with its stakeholders. But in this current economy, news related
to financial crisis within organisations has been increasing and company losing with their
reputation in market. Therefore, this assignment present report on financial crisis which faced by
Pizza express in UK which was not handled properly according to report of British Retail
Consortium and KFC case study where....
Below are the two crisis that have handle good and badly
Pizza Express Crisis:
Pizza Express is known for restaurant groups across the United Kingdom with al most
470 restaurants and also with 100 overseas in Europe, Hong Kong, China, India and in middle
east. At present, it is launched in UK with 'PizzaEXpress Live' which offering a wide range of
entertainment to its guest with various fun activities. They are more specialise in making
handmade pizzas (Serrano-Pascual and Jepsen, 2019). Its reputation in UK market is quite high
and large amount of employees are working in this organisation. Organisation also providing
essential support in terms of financial, emotional and medical to people who are in need.
Therefore, it gets successful in creating a well established reputation in business market across
the world. In 2008, a controversy has been arised in which it was reported that company is
paying it staffs less than a minimum wage rate.
But sometimes things did not get well as according to created strategies. Some mistakes
got happened whether it is knowingly or unknowingly. During the year 2018, company is
continuously facing some ups and downs in its business performance, fears is growing for the
future of pizza restaurants. In a recent report, it has been claimed that after pizza express has
emerged with another franchise, company is not repaying its full debt. For repay its debt, Pizza
Express merged with Chinese private equity firm where they have paid three months of debt
which is around £650 million. But the efforts which put by equity firm did not go well and
company faced a down fall in repayment of debt. According to annual report 2017, Total debt
accrued by Pizza Express is amount to more than £1 billion.
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