Page 131 - Crisis Communication Practical PR Strategies

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1 112 Crisis Communication
and the frequency with which they occur (GMOs, dioxins, mad cow
disease, avian influenza, trans fats, acrylamids, antibiotics, etc).
Consumers are increasingly conscious of food safety and nutrition
issues, frequently raising issues of their own.
Food companies as well as government bodies must protect con-
sumers and society in general from food risks by developing crisis man-
agement systems, well-trained specialists and safety systems. Food
companies must provide for a wide range of risks, especially in the fields
of toxicology, microbiology, analytical chemistry, product and service
design, and the safety and protection of life and the environment.
Crisis management requires thorough preparation on the part of
food companies. They need to start with a simple organizational plan
and set up a crisis management group which, following constant
training and practice on a wide range of risks and possible scenarios,
will be able to manage the crises.
The group should be trained to ensure that accurate information is
gathered to help in the proper assessment of risks and enable dispas-
sionate decision making in ways that do not interfere with the smooth
operation of the company. The successful handling of an imminent
risk requires the ability to predict crises, to assess the risk and threat,
and to build a constructive dialogue with the public.
The lack of proactive crisis management in the food industry can
have far-reaching, even tragic results. It is not just business activity
that is at risk: it can also affect jobs, the company’s reputation, physical
safety and loss of life. And, as we have seen with dioxins and mad cow
disease, it can even lead to a global food crisis.

Stakeholders

The food sector is crisis prone and requires the use of all communica-
tion tools and much stakeholder involvement.
Food crisis communication has to deal with different groups with
different agendas and priorities. Consumers, consumer groups, the
media, the industry, states and authorities, NGOs, academics, scien-
tists, business and social partners are all parties involved in this public
debate. Crisis communications must be based on clear and accurate
messages that target the different needs and interests of different
stakeholders.
The times when each food company made decisions without refer-
ence to others are long gone. The industry prepares and markets prod-
ucts with which consumers identify. Food products are directly related
to the identity and development of people and it is quite reasonable for