Project 9

📄 Description

This quantitative research project studied how L'Oreal Paris handled big brand crises. Through this project, we examined how they addressed several problems, including the controversial firing of a model, accusations of "greenwashing," and the challenges of the COVID-19 pandemic. My group used case studies to examine whether L'Oreal’s use of social media and public apologies helped it win back customers' trust.

🔍 Justification

The main reason for choosing this topic is because L'Oréal sets a real-life example of PR strategies they used to overcome the crisis situation, and unlike the mistakes that other brands make by keeping silent or being defensive, L'Oréal demonstrated the power of proactive communication; therefore, understanding how L'Oréal utilized specific PR frameworks, such as Image Restoration Theory, is essential for any PR professional.

📊 Key Outcomes

• Through this project, I was able to learn that during a crisis moment of a brand, the best possible strategy to protect and maintain its reputation is to be transparent, such as with a clear statement, sincere apology, and meaningful action to fix the problem. Moreover, I was able to connect PR strategies with real-life scenarios along with establishing an impactful academic research paper.