Crisis Management in the Food and Drinks Industry A practical approa
Few titles could be timelier than the second edition of Crisis Management in the Food and Drinks Industry – A Practical Approach. The world is worrying about a human pandemic arising from the avian flu epidemic that is spreading from the Far East, the imp
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Crisis Management in the Food and Drinks Industry A practical approach Second Edition Colin Doeg
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Crisis Management in the Food and Drinks Industry Second edition
Crisis Management in the Food and Drinks Industry A practical approach Second Edition
Colin Doeg
Library of Congress Cataloging-in-Publication Data Doeg, Colin. Crisis management in the food and drinks industry : a practical approach / by Colin Doeg.—2nd ed. p. cm. Includes bibliographical references and index. ISBN 0-387-23382-2 1. Food industry and trade—Management. 2. Beverage industry—Management. 3. Crisis management. I. Title. HD9000.5.D597 2005 664 .0068 4—dc22 2004065092
A C.I.P. Catalogue record for this book is available from the Library of Congress. ISBN 0-387-23382-2 C 2005 Springer Science+Business Media, Inc. All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, Inc., 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.
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Contents
Series editor’s foreword Acknowledgements Preface
ix xiii xv
1 The anatomy of a crisis
1
2 Protecting your brands and reputation 2.1 Designing hazards out of a system 2.2 Need for risk assessment procedures 2.3 Benefits of ‘due diligence’ 2.4 Marketers beware 2.5 Benefits of corporate citizenship
11 16 19 20 20 21
3 Preparing for the unthinkable 3.1 Threats to take into account 3.2 First hint of a serious problem 3.3 Sources of help and advice 3.4 Checklist for crisis team 3.5 No magic solutions 3.6 Crisis, what crisis? 3.7 Feel and instinct
23 24 26 28 30 32 33 34
4 The Internet—a two-edged sword
37
5 Tactics to avoid being caught off-guard
49
6 Product tampering—a constant threat 6.1 Keeping issues in perspective
57 58
7 Issues tracking and management 7.1 An orchestrated campaign 7.2 A suspect ingredient 7.3 Putting matters in perspective
65 66 68 70
v
vi
Contents
8 Meeting the media 8.1 Presentation skills 8.2 Reacting to a problem 8.3 Opportunities and pitfalls 8.4 Video news releases 8.5 Video bites 8.6 Keeping issues in perspective
73 76 77 77 90 91 91
9 Do I need help?
93
10 Sources of technical help
99
11 The powers of enforcement authorities
105
12 Managing a crisis 12.1 Immediate actions 12.2 Is a public recall really necessary? 12.3 Directing media enquiries 12.4 Beware of this information channel 12.5 Preparing a media statement 12.6 Going ‘live’ 12.7 Be prepared for ‘the treatmen
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