Research on Corporate Public Relations Strategies in Major Product Quality Crises: A Case Study of Nestlé's 2008 Infant Formula Incident
Year: 2025
Type: article
Abstract: In 2008, Nestlé faced a major public relations crisis due to the quality of its infant milk powder. This crisis prompted the public to question the safety of its products and the company's corporate responsibility. This paper takes the Nestlé incident as an example to explore the public relations strategies of companies when facing a major product - quality crisis. It is found that in the early stages of the crisis, Nestlé's slow response and lack of transparency led to a worsening of public opinion. In the later stages, Nestlé gradually regained its reputation by recalling its products, publicly apologizing, strengthening its quality supervision, and implementing other measures. This paper analyzes the successes and failures of corporate response strategies in this incident and suggests improvements: companies should respond quickly to crises, take responsibility, be transparent, and rebuild trust through long-term actions. The study's conclusions are useful for the food industry and other enterprises facing similar crises, emphasizing that crisis PR hinges on balancing safeguarding consumers' rights and interests with corporate social responsibility.
Author: Yijun Mao
Institution: Shanghai Institute of Technology
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412495254