Crisis Communication as a Strategy to Protect Reputation: The case of Mirinda

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title




Crisis events are appearing to be a recurring scenario on daily lives of companies to generate a negative outcome on their performance. In recent times, Ethiopian companies are also experiencing the hardship of crisis. Nonetheless, local companies seem not to endeavor scientific and strategic crisis communication efforts to protect their reputation and relationship with stakeholders. The study aims to explore a crisis scenario occurred at MOHA Soft Drinks S.C particularly to its well-known brand named Mirinda. Therefore, the main objective of this study was to examine the relevance of strategic crisis communication at all phases of crisis so as to protect reputational assets. In this research, the crisis event was assessed through scientific approaches and best practices on crisis communication. Qualitative research approach was employed so as to collect and analyze data generated through in-depth interview with key informants selected through purposive sampling and snowball sampling technique. The data generated through in-depth interview with nine key informants were thematically analyzed. In addition, relevant documents such as letters, radio interviews and other types of documents were examined and analyzed through content analysis. The findings of the study revealed that the company is not yet to follow a scientific way of strategic crisis communication to protect its reputation and to minimize the responsibility for crisis. For instance, regarding its pre-crisis activity the company did not seem to have understanding and knowledge about key pre-crisis tasks such as organizing and using crisis communication plan, detecting signals or potentially risk issues and assigning a well-trained crisis time spokesperson. Nevertheless, finding on the crisis response phase appeared to agree with SCCT, which the research employed as a framework to analyze the response activities of the company to the Mirinda crisis. Concerning the post-crisis efforts, findings showed that the company neglected the key tasks such as evaluating the performance of crisis response, continuing investigating the crisis effects and delivering promises, which were made for stakeholders. Finally, this thesis forwarded recommendations focusing on the three phases of crisis phases to have a strong crisis communication endeavor to protect reputational assets and maintain a smooth relationship with stakeholders



Recurring scenario on daily lives of companies