Cristina Muntean interview on DVTV.cz: Mondelez underestimated the symbolism of Opavia biscuits
20.10.2015Company: Media Education CEE, s.r.o.
Cristina Muntean, founder of Media Education CEE, a Prague-based PR agency and chairwoman of the Marketing and Communications Committee of AmCham, gave an interview this week to the prestigious online broadcasting channel DVTV.cz on the topic of crisis communication management around moving the production and changing the recipe of the traditional Opavia biscuits by Mondelez, a global food conglomerate.
Muntean stated that the company Mondelez clearly underestimated its digital communication and the prevention of crisis communication. The company reacted to the online TV show A dost! on Stream.cz by closing down an Opavia user-driven Facebook profile and denied allegations that it changed the recipe for the traditional Czech sweets. As the situation is still unfolding, this crisis communication sends a powerful message to all companies active on the Czech market: Czech consumers learnt to ask for respect in services and for transparent, trustworthy communication. This is expected to lead to more companies reviewing their crisis communication models, particularly in the B2C sector.
The interview, in Czech only, can be viewed here: http://video.aktualne.cz/dvtv/mondelez-podcenil-symboliku-piskotu-i-ceskeho-zakaznika-bitv/r~d903d4ae767911e5a705002590604f2e/.
