Tuesdata: How poor communications turned PwC’s PR disaster into an extinction level event
Welcome to Tuesdata, our weekly analysis for Unmade’s paying members.
Below, we examine the PwC Australia tax leak scandal from a crisis communications perspective. Further down we cover that rarest of things: a day where Southern Cross Austereo was the best performer on the Unmade Index.
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Can PwC survive its tax scandal?
There have been few corporate PR disasters worse than the self-inflicted crisis engulfing consultancy PwC. From one of the most trusted advisory and accounting brands in the country, it is now questionable whether the company will even survive.
The PwC scandal exploded in February when it emerged that the company cynically used confidential information gleaned in consultations with the government about tightening up tax laws to help its multinational clients dodge those new rules.
Given the magnitude of the misbehaviour, the company was in grave danger once information about its activities from 2014 to 2017 began to emerge, via revelations in the Australian Financial Review.
The data makes clear how much trouble PwC is in.