Your company in the eye of a media storm
After a tragic incident, a well-known food producer found itself in the eye of a media storm. A toddler lost their life after eating one of their products. Despite swift intervention of the emergency services, the child was beyond saving. The mother sued the company for involuntary manslaughter, and the incident received significant media attention.
- How do you respond as a company to such an event?
- How do you handle negative media attention?
- To whom and how do you communicate?
The food industry is extremely vulnerable for consumer complaints and incidents. Sometimes, they can have serious or even fatal consequences. Even though such cases are fortunately rather rare, your food company should be prepared for when they do occur.
Recently, an incident of a toddler choking on a piece of food got a lot of media attention. The mother had prepared the product according to the instructions on the packaging. Still, a piece got stuck in the child’s throat, with fatal consequences.
The incident led to a lawsuit in which the mother sued the company for involuntary manslaughter. The story received significant media attention, and the brand name was prominently featured in news articles.
The lawyer of the mother stated to the press that the latter primarily wanted the court to acknowledge the company’s responsibility.
Our three tips:
Respond quickly and empathetically
Negative media attention can spread like wildfire and have significant consequences for a company's reputation. A fatal incident involving a child naturally triggers strong reactions. How you respond as a company, plays a big role in the extent of the damage.
In such cases, the consumer should always come first. Show that you understand the seriousness of the situation by making personal contact with those involved as quickly as possible.
Actively listen to their story and acknowledge their feelings. By taking responsibility where necessary, you may prevent escalation and increase the chances of gaining the consumer's understanding.
Consider the media as a partner
Does the media get involved? Then consider them as a partner rather than an opponent. With the right strategy, you could even demonstrate your responsibility and solutions.
The public opinion is often shaped by how a story is portrayed in the media, so communicate in a proactive and consistent manner. Make sure the spokesperson conveys the company’s statement clearly and unilaterally.
Proactively use company channels
Take the initiative and be the first source of information. Publish a holding statement on your website in addition to clear communication channels for the press and concerned consumers.
You might even want to consider sending out your own press release, and prepare for interviews. Use social media for media monitoring, to correct misinformation, and to further spread your key message.
Provide guidelines for employees so that they act accordingly if approached by the press.
How can we help?
Are you a member?
- Schedule a Sensitive Dialogue with a Consumer training session.
- Prepare your team for media interviews with a Media Training.
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- A customized journey with training sessions, information sessions, and tests
- Guidance in drafting and evaluating your crisis procedures
- 24/7 advice during a crisis situation
- Access to our network of external experts (doctors, professors, victim assistance, call centers, etc.)
Contact us at contact@foodsecurity.com and discover what we can do for you
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