Abstract This project explores the use of crisis communication at the Danish pharmaceutical company Lundbeck. In January 2011, it was published that the drug used for epilepsy, Pentobarbital, also was used as part of the lethal injection on the death row at several American prisons. Lundbeck seemed to be in a crisis back home in Denmark, since their medicine was connected to the death penalty in the U.S. The project is based upon interviews with the company’s communication director and an employee at the Danish department of Amnesty International. This is also supported with an email correspondence with a reporter at the Danish newspaper Politiken. We have furthermore also used articles found through Infomedia. This project begins with a description of the case, so we can see what Lundbeck exactly did to minimize the crises. After this, there is a theoretic part, where we present our theoretic foundation. This is primarily based upon legitimacy and crisis communication. In the analysis, we see how Lundbeck has changed their communications strategy throughout the crises. We also analyze which role social media and the companies CEO has played in the entire crises. We conclude that Lundbeck changed their strategy throughout the crises and became more acceptant of their role and responsibility in this crisis; we also conclude that their use of social media was almost not existing; and furthermore we conclude that their CEO and social media could have been used more successfully.
|Uddannelser||Virksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||19 jan. 2011|