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Several videos emerged online that went quickly viral, showing protestors marching into stores and buying all the milk off the shelves as a form of ‘protest’ against the unfair pricing.Seemingly not the most earth-shattering demonstration, but it was painting a negative picture for supermarkets that they were greedy.Not a crisis as such, but JC Penney showed exactly how to deal with a situation like this – quickly and not taking yourself too seriously.

Several videos emerged online that went quickly viral, showing protestors marching into stores and buying all the milk off the shelves as a form of ‘protest’ against the unfair pricing.Seemingly not the most earth-shattering demonstration, but it was painting a negative picture for supermarkets that they were greedy.Not a crisis as such, but JC Penney showed exactly how to deal with a situation like this – quickly and not taking yourself too seriously.

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The CEO for Texaco, Peter Biljar, issued a public apology and admitted embarrassment, suspending the executives involved and cutting their benefits.

In an attempt to connect with its disgruntled employees, executives went on tour to apologise around the country.

Step forward Morrisons, who last week announced they were initiating a ‘Milk for Farmers’ range to be rolled out in August, which is set to cost 23p more than the standard range, with the extra cost going straight into farmer’s pockets.

It’s a clever move by Morrisons and is one that has gained respect not only in the dairy industry, but the PR one too.

If we had designed it to look like something, we would have gone with a snowman J”.

7.) Texaco Racial Discrimination Lawsuit (1994) Texaco were in serious trouble after secret conversations recorded between executives revealed racist discrimination, causing six African-American employees to file a lawsuit.

The case study's major advantage is the detail and analysis it provides of a specific person, organization, or event.

Its major disadvantage is that it cannot be generalized to situations other than the one that was studied.

Best Crisis Communications 10.) Morrison’s ‘Milk for Farmers’ (2015) Unrelenting consumer demand and the continual growth of convenience shopping have spelt bad news for farmers in recent times.

Tensions boiled over recently and the farmers spoke out about the poor income they receive from supermarkets for the milk they distribute.

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