Neste miscommunication after the racism incident by https://padlet.com/matti_kaurola/gms0n47nqg8m en-us 2018-10-14 11:59:54 UTC 2025-11-23 00:08:38 UTC hello@padlet.com Slow response for the crisis lemstrom_aron https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/292561061 The problem was communication deficiencies that led to a poor outcome following the situation in the petrol station.
Main problems:
  • The initial response was too slow and had a weak impact.
  • The response was not clear and the message not carefully considered: e.g. 
    • "Racism is not a part of Neste's business model" or 
    • "This does not represent the values of the company."
  • Neither the PR-team nor the management representative responsible for communication were immediately available during the weekend.
  • Neste did not take clear responsibilty for the situation.
]]> 2018-10-14 17:12:23 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/292561061 We used seven step communication model to analyze the situation matti_kaurola https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/292561531 Communication strategy model
1. Communicator
2. Audience
3. Goal
4. Context
5. Message
6. Channel
7. Feedback

The model consist of seven steps and each of them should have been efficient and appropriate to achieve successful communication outcome.


]]> 2018-10-14 17:14:53 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/292561531 matti_kaurola https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295072239 Immediate actions not effective enough, but instead unclear and inappropriate message led to escalation of the communication crisis. Corrective actions were better, but delayed.
Lessons learned: 
  • Clarify responsibilities on communication
  • Ensure availability of right persons also outside office hours
  • Prepare a crisis communication plan
  • Prepare standard Lines to take - document to provide immediate responses

]]> 2018-10-20 12:47:38 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295072239 matti_kaurola https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295073203 2018-10-20 13:02:02 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295073203 Incident at the gas station lemstrom_aron https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295188200 On a Saturday last May a Neste brand gas station refused to sell fuel to a customer of a minority ethnic background. The customer recorded the situation with his cellphone camera and uploaded the video on Facebook. The video quickly gained a lot of attention in social media and was soon picked up by the national press. The media continued to explore further and published interviews, which claimed that this was not an isolated incident in the Neste gas stations. Neste quickly gained a lot of negative media attention. The situation was not eased by the passive reactions and communication of Neste management. In one day Neste became the symbol of racism in Finland.
]]> 2018-10-21 15:05:58 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295188200 Neste as a company matti_kaurola https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295206489 Neste produces all of the most important oil products and is the world's leading supplier of renewable diesel. Neste is the market leader of fuel retail sales in Finland and it has the biggest station network.
]]> 2018-10-21 17:41:08 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295206489 We analyzed how Neste succeeded at each step of effective communication matti_kaurola https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295211582 2018-10-21 18:19:43 UTC https://padlet.com/matti_kaurola/gms0n47nqg8m/wish/295211582