Page 133 - Crisis Communication Practical PR Strategies

4
1
1 114 Crisis Communication
The modern media, including the internet, frequently report news
regarding food safety and hygiene in a simplistic way that can terrify
and alarm consumers. The traditional media often assume an aggres-
sive stance on issues relating to the food industry. But their views
cannot be verified by consumers and they end up totally confused and
uncertain when buying food in supermarkets, restaurants and market
stalls. Nevertheless, we should stress the contribution the media make
in exposing the many food-related scandals which would not have
come to light but for their reports.
All this can only lead to the conclusion that the food industry, the
state and the media must provide accurate and well-founded informa-
tion. Accurate information will protect consumers from false and inac-
curate reports, and financial risks and major crises will be avoided.

Conclusion

Modern society is caught in a pendulum effect with regard to anything
that has to do with food. The constant food crises and their important
financial and political consequences have set the limits inside which
the food sector moves. These are the narrow limits of a pendulum
which swings from one side to the other within a crisis-oriented envi-
ronment, in a continuous attempt to limit the risk it runs. There is a
supply and demand information system, which also sets the bound-
aries of the crises-oriented communication environment for food.
Consumers rightly demand specific information about the food
they consume. The industry, as well as governments, must meet this
demand by supplying suitable and accurate information. The correct
balance between the supply of and demand for information is neces-
sary to help consumers make informed choices, trusting the informa-
tion provided to them. This accurate information balance will help us
escape this pendulum effect in which we are all caught.

Case study: an example of food, ecological,
political and social crisis – the sinking of the
Prestige

Nuria Sánchez (Spain)

On 13 November 2002, at 14:50, the oil tanker Prestige broad-
cast an appeal for help in Cape Finisterre (Galicia, Spain). It was