In this age of instant information, news about restaurant fiascos and food recalls can be spread to hundreds of thousands of people in minutes, so when a food safety crisis hits, it’s essential that a company is prepared with a response and communicates with the public immediately.
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Explore this issueFebruary/March 2018
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After all, when news of a crisis spreads without an adequate and timely response, it can damage a successful brand’s reputation and negatively impact customer loyalty, even if the rumors are false.
Sue Reninger, client brand strategy, managing partner for RMD Advertising, Columbus, Ohio, states the strategies used in managing a food crisis cannot and should not waver as the latest buzz dictates.
“Responding to a crisis requires pre-planning, carefully crafted messaging, and a calm, cool demeanor,” she shares. “All responses within the food business are representative of the brand (and often the family that owns the food brand). Being proficient in food crisis management is a critical discipline for any food brand or agency that has a hand in the food industry.”
By fine-tuning a food crisis strategy, she adds, brands can ensure they continue to serve the organization well and protect their public profile while helping to instill trust between the brand and its consumers.
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Sean Smith, executive vice president and head of reputation management for Porter Novelli, Berkeley, Calif., notes that speed has always been important, but it’s even more so now, emphasizes that it’s critical to acknowledge what is going on and work to minimize the impact.| | | Next → | Single Page
About Keith Loria
A graduate of the University of Miami, Keith Loria is an award-winning journalist who has been writing for major newspapers and magazines for close to 20 years, on topics as diverse as food, sports, business, theater, and government. He started his career with the Associated Press and has held high editorial positions at Rinkside, BCA Insider, and Soap Opera Digest. Reach him at firstname.lastname@example.org.