As critics, mostly moms, find new means to voice their concern surrounding claims of Pampers-induced skin irritation, Procter & Gamble is evolving its crisis communications approach. It involves transparency with the trade media, as well as catering to the emotion that initially fueled the ongoing crisis that has now escalated to a class action complaint.
“The unique thing about this was it was unexpected,” says Bryan McCleary, director of external relations for North America baby care at P&G. He explains ...