Final Thoughts

Numerous companies in the food and drink industry have experienced crisis situations. Snow Brand, Maple Leaf and KFC and only a few. How the crisis affects the company and whether it is able to recover from the situation and regain public trust, is entirely dependent on how the company responds to the crisis situation.

As demonstrated by Snow Brand’s case, poor communications eternally and externally as well as lack of communication with the public can lead to a company’s downfall.
On the other hand, Maple Leaf Foods responded very well to their crisis situation. Although the crisis resulted in illness and death, the company expressed its sympathies and did everything possible to regain public trust. The company went above and beyond its duty and for this was successful in its crisis recovery.

KFC’s crisis situation is still unresolved but is different from both other situations because it strongly believes it is not responsible. Whether or not the company will win the battle, I believe its brand and business will remain tarnished for years to come.

It is vitally important for companies and businesses to react and respond to crisis situations in an appropriate and timely manner. Ronald Smith, in our text book, Strategic Planning for Public Relations, outlines six strategic principles for crisis management:

Principle of Existing Relations
o During a crisis, communicate with employees, volunteers, stockholders, donors, community leaders, customers, government and professional authorities and other constituent groups, as well as with colleagues.

Principle of Media-as-Ally
o Treat the news media as allies that provide opportunities to communicate with key publics.

Principle of Reputational Priorities
o Your top priority after safety issues is to your own reputation.

Principle of Quick Response
o Be accessible to your publics as quickly as possible.

Principle of Full Disclosure
o The organisation should provide as much information as possible.

Principle of Once Voice
o A single, trained spokesperson should represent the organisation (2005, p. 24).

These six principles, used as a guideline, can help organisations and companies properly respond to crisis scenarios, which can lead to a successful recovery.

Hope you enjoyed my blog!

Best wishes and happy blogging,

Ash

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