Erisco Foods: A Case Study in PR Blunders

Erisco Foods, a household name in Nigeria's tomato paste industry, became an unwitting participant in a social media firestorm in 2023. The incident, sparked by a seemingly minor customer complaint, became a textbook example of how poor crisis management can damage a brand's reputation.

The Spark That Ignited the Fire

The controversy began when a Facebook influencer, Chioma Egodi, expressed concerns about the quality of Erisco's Nagiko Tomato Mix Paste. What could have been a routine customer service interaction took a turn for the worse when Erisco's response lacked transparency and appeared dismissive.

Erisco's response to Egodi's complaint fell short on several fronts, potentially highlighting shortcomings in their PR strategy:

• Lack of Transparency: Their initial response was vague and left room for speculation, raising concerns about the product's quality. This could be indicative of an old-school PR approach that prioritizes withholding information rather than open communication.
• Escalating the Situation: Erisco's founder, Eric Umeofia, went on national television to defend the product aggressively. This tactic, often employed by CEOs of older companies, can backfire in today's social media-driven landscape. It might signal a lack of understanding of how crises play out in the public eye.
• Social Media Mismanagement: Erisco failed to effectively address the growing online criticism. This lack of engagement creates a perception that they are indifferent to customer concerns. An outdated PR team might not be well-equipped to handle the fast-paced nature of social media crisis management.

The Old Guard vs. The New Age of PR

The Erisco crisis highlights the potential pitfalls of having an outdated PR team, particularly in a company run by a long-standing leader. Here's why this could be an issue:

• Evolving Media Landscape: The media landscape has drastically changed in recent decades. Traditional PR tactics may not be effective in countering the spread of negative information online. An old-guard PR team might struggle to adapt to these changes.
• Social Media Savvy: Today's consumers expect brands to be responsive and engaged on social media. An outdated PR team might not have the social media expertise necessary to effectively manage a crisis in this space.
• Shifting Consumer Expectations: Consumer expectations regarding brand communication have evolved. Transparency, authenticity, and empathy are now paramount. An old-guard PR team might not be attuned to these changing expectations.

Conclusion

The Erisco crisis serves as a cautionary tale for businesses, particularly those with long-standing leadership and potentially outdated PR practices. By embracing a more modern approach to PR that prioritizes transparency, social media engagement, and understanding current consumer expectations, companies can better navigate challenging situations and safeguard their reputations.