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How can you use crisis communication in the food industry?

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Crisis communication is a vital skill for any food business that wants to protect its reputation, customers, and stakeholders. A food crisis can be anything from a product recall, a foodborne illness outbreak, a negative review, or a social media backlash. How can you use crisis communication in the food industry effectively and efficiently? Here are some tips and best practices to help you prepare, respond, and recover from a food crisis.

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1 Assess the situation

Before you communicate anything, you need to understand the nature, scope, and impact of the crisis. Who is affected? How serious is the problem? What are the potential risks and consequences? How can you resolve it? Gather as much information as possible from reliable sources and verify the facts. Avoid speculation, rumors, or false claims. Assess the situation objectively and prioritize the most urgent and important issues.

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Jorge Wulfrath Guasque.

Brand Manager de leches UHT, Pasteurizadas y Evaporada
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A mi me resulta útil no especular, debemos de dejar todo lo que pensamos, creemos y nuestra experiencia de lado para evitar llegar sesgados a una solución que puede ser influenciada por nuestros prejuicios. Hay que entender el contexto y origen del problema, que tan relevante es, hasta dónde puede escalar y buscar soluciones ya sea que se implementen a corto plazo como lanzar un comunicado o a largo plazo como cambiar procesos, mejorar la atención al cliente, etc

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2 Develop a strategy

Once you have a clear picture of the situation, you need to develop a strategy for your communication. What are your goals and objectives? Who are your target audiences and stakeholders? What are their needs, expectations, and concerns? What are the key messages and actions you want to convey and encourage? How will you communicate them effectively and consistently? Choose the most appropriate channels, formats, and tones for your communication. Align your strategy with your brand values, mission, and vision.

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Carrie A. Mitchell

Founder, Advisor & Fractional Executive | Global Communications, Content & Media Psychology | Entrepreneur, Writer, Author, Podcaster | Alum Condé Nast, Four Seasons+ | US.UK.CA Markets
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As the saying goes, "prepare for the worst hope for the best". When developing a strategy, begin to assess all potential threats, things that could go wrong, or through researching the industry, what has gone wrong elsewhere, in order to prepare language and various steps to deal with any issue that may arise. This extends to internal communications and educating teams on protocol.

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3 Communicate proactively

One of the worst things you can do in a crisis is to stay silent or delay your communication. This can damage your credibility, trust, and reputation. Communicate proactively and transparently with your audiences and stakeholders as soon as possible. Acknowledge the crisis, express empathy and concern, take responsibility and accountability, and provide accurate and relevant information. Update your communication frequently and respond to questions, feedback, and criticism. Demonstrate your commitment and action to resolve the crisis and prevent it from happening again.

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Jorge Wulfrath Guasque.

Brand Manager de leches UHT, Pasteurizadas y Evaporada
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El principal punto de la comunicación es escuchar. Aprende y absorber todo como esponja es vital para luego poder emitir comentarios. Una vez tengas dominado el tema y con experiencia en el medio podrás aportar cosas de valor. No tengas miedo de preguntar preguntar y preguntar.

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Shaina Wij

Strategic Storyteller | Award-Winning Communications Leader | Brand Partnership Expert | Communications Manager, dnata Representation Services, The Emirates Group
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Communicating proactively is key. If this is not done correctly and in a timely fashion, the void created is often filled with negative news and comments. Avoid staying mum. Say something - even if it is a statement that says the company is evaluating/monitoring the situation.

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4 Monitor and evaluate

Communication is not a one-way process. You need to monitor and evaluate the effectiveness and impact of your communication throughout the crisis. How are your audiences and stakeholders reacting and responding to your communication? What are their perceptions, opinions, and sentiments? How are they influencing and being influenced by the media and the public? What are the challenges and opportunities for your communication? Use various tools and methods to measure and analyze your communication performance and outcomes. Adjust your strategy and tactics accordingly.

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Jorge Wulfrath Guasque.

Brand Manager de leches UHT, Pasteurizadas y Evaporada
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El actual concepto de supervisar a mi punto personal de ver las cosas está quedando algo obsoleto, en el sentido de que las cosas debieran funcionar sin que nadie te presione a hacer nada. Un micromanagement no lleva a nada bueno, lo mejor es ser claro con tus peticiones, tener a tu equipo informado de su papel en el equipo y la importancia de los proyectos y confiar y desarrollar sus talentos.

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5 Learn and improve

Communication does not end when the crisis is over. You need to learn and improve from your communication experience and feedback. What worked well and what did not? What were the strengths and weaknesses of your communication? What were the lessons learned and the best practices identified? How can you improve your communication skills, processes, and systems? How can you restore and enhance your reputation, trust, and relationships? Conduct a post-crisis evaluation and review. Implement the necessary changes and improvements for your communication.

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Jorge Wulfrath Guasque.

Brand Manager de leches UHT, Pasteurizadas y Evaporada
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Muchas veces es muy difícil aprender de los errores porque no estamos habituados a aceptar el fracaso. El primer paso es entender que nos vamos a equivocar una y otra vez y partiendo de esos errores entenderemos que viene el aprendizaje, la innovación y todo lo que nos llevará a ser personas más completas.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jorge Wulfrath Guasque.

Brand Manager de leches UHT, Pasteurizadas y Evaporada
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Toda la innovación nace de sumar, restar, multiplicar o dividir. Suma todo lo que creas pueda aportar a tu producto o modelo de negocio. Resta todo lo que no te sirva. Multiplica lo que has logrado. O divide y abarca más de tu mercado.

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How can you use crisis communication in the food industry?

1

2

3

4

5

6

1 Assess the situation

2 Develop a strategy

3 Communicate proactively

4 Monitor and evaluate

5 Learn and improve

6 Here’s what else to consider

Public Relations

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How can you use crisis communication in the food industry?

1

2

3

4

5

6

1 Assess the situation

2 Develop a strategy

3 Communicate proactively

4 Monitor and evaluate

5 Learn and improve

6 Here’s what else to consider

Public Relations

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感谢您的反馈

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