Public relations and crisis management As the PR consultant with expertise in crisis management, outline a strategy to solve the current crisis below and ensure this situation does not happen again. You are a public relations consultant with the prestigious Positive PR Consultancy. A major furniture retailer, Idea, has launched a range of innovative computer furniture designed for children under ten years of age. The product range was launched in a high profile campaign. Six months later, there have been sixteen cases of the computer desks collapsing and the ergonomic chairs causing back strain. One case has already been settled out on court. A major current affairs program 'This Day in Depth' has exposed the faulty control and a lack of product testing. The company has issued an immediate recall of the furniture.

Expert Answers

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This is a good request. There are many steps that a PR firm can do to help this company. Here are a few simple steps that can be taken to help solve the problem. First, because the furniture company has issued a recall, there is an admission that the product is not perfect. So, it would behoove the company to issue both an apology and settle with those who have been hurt. Second, since this company probably has done a lot of research before releasing the product, most likely the kids were using the product in unintended ways. This might be divulged as well, to keep the validity of the company in tact.

Another step that can be taken is to show that safety is an important part of the ethos of the company. Some good advertisement might be good here. More importantly, the need to revamp their safety protocols in reality.

Finally, if all else fails, they might want to consider buying another company and taking their name and starting over again.

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