Meat + Poultry - May 2007 - 85
in a crisis situation. What you do, or in
many cases don't do, can have a longlasting impact.
Processors are advised to adopt a
simple theory about crisis management
and communication:
1. A climate of change creates an information vacuum.
2. The rate and impact of change determines the force of the vacuum.
3. The vacuum will be filled.
Crises happen suddenly and they
create uncertainty and stress. A quick
response is critical. The key is to be
prepared.
Processors not prepared to fill the information vacuum generated by crisis,
can count on it being filled by rumor,
speculation, misinformation and innuendo. Rarely are any of those good for
the company or the brand.
A crisis plan can be looked upon as
an insurance policy for your brand and
L) R U M
aI
Wi 0 I 0 R
corporate image. With a plan in place, if
a crisis hits, you can spend crucial time
implementing the plan rather than trying to figure out where to start.
Effective crisis management requires
having a plan in place, identifying who
will do what and rehearsing the plan
for the most likely events.
Preparedness can include developing
a detailed crisis strategy, creating media
materials in advance, arranging media
training for key spokespersons and establishing crisis teams that are well informed and well prepared to respond
when crises occur. Processors should
regard crisis teams as the fire department designed to protect the company's
brand and image. That team should be
well trained, prepared and ready to respond at a moment's notice.
Effectively managing a crisis can save
lives, property and assets. Communicating effectively during a crisis can save the
99/
company's reputation and credibility.
Reputations and credibility can sometimes even be enhanced through proper
crisis management. By definition a crisis is news, and media will write and
air stories with or without your help.
Will you fill the information vacuum
created by a crisis, or will you put your
reputation in the hands of rumor and
speculation?
How the general public views your
reaction is just as important as how you
resolve the issue that prompted the crisis. But make no mistake, how well you
respond depends on how well you are
prepared.
The authors are Charlie Arnot and Cliff Gauldin of
CMA in Kansas City, Mo., which specializes in issues management and public relations for the food
industry.
We would like to hear from you - to comment on
this story or to request reprints, contact us by
e-mail at: meatpoultry@sosland.com.
Drum
Engineered to Keep Your Business Running
&
1
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,
May 2007
I
'
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Meat + Poultry - May 2007
Table of Contents for the Digital Edition of Meat + Poultry - May 2007
Contents
Meat + Poultry - May 2007 - 1
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Meat + Poultry - May 2007 - Contents
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