2008, Maple Leaf Food, a Canadian brand, had a listeriosis outbreak that killed 22 people. Maple Leaf Food immediately responded to this public and workplace crisis in a genuine and authentic way. Now, their brand is well known across North America because of how well they handled this public relations nightmare.
There are 7 lessons to be learned from how they handled their nation-wide crisis:
1. Use a prominent spokesperson: someone who has a high, respected position within the company
2. Issue a public apology that's sincere and heartfelt
3. Be proactive about addressing the problem: don't wait for the media to probe
4. Fix the problem: a monetary donation or a public apology is trivial without a real solution
5. Use appropriate messaging: "Going through the crisis there are two advisers I’ve paid no attention to. The first are the lawyers, and the second are the accountants. It’s not about money or legal liability, this is about our being accountable for providing consumers with safe food." - Michael McCain, CEO
6. Be consistent: have one message to your audience and tell it well
7. Be Transparent: issue recalls on the website and make public announcements more frequently
To read on these seven points in more detail, click here.
Photo Credit: The Canadian Press/Ryan Remiorz
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Published by: KNOLSKAPE in Blog