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- 8. Melamine milk powder 2008
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- 15. Let’s build a stakeholder map for your industry and profession
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- 19. U.S. Food Quality Recalls Annual
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- 34. Mattel Apologies to Customers and China 2009
- 43. Be sure to cancel ads
- 46. Crisis Training: The Seven R's R Respond 1… “An hour ago we learned…” R Regret 2 … “If this is true we are outraged” R Resolution 3… “We will fix the problem now” R R Restitution 4… “We will aid each family” Reform 5… “We will do everything possible to be sure that this never happens again.” R
Notes de l'éditeur
- These slides will be translated and sent to you. Welcome
- Sanlu melamine milk powder crisis becomes a national issue Like on the top-forty radio show Imagethief used to listen to as a thirteen-year old, the hits keep coming in the Sanlu milk powder crisis. Over the past thirty-six hours the situation has evolved from a company-specific Sanlu crisis to a nationwide dairy-industry crisis reminiscent of the glory days of last summer's product quality crisis. Here is the latest: Products from 175 dairy companies have been tested ( 中 ). Twenty-two of them tested positive. Sanlu is still the champ in terms of micrograms per kilo of product, but some other famous (and not-so-famous) brands are now implicated, including Mengniu and Yili. I bet Yang Liwei didn't know about this when he decided to endorse Mengniu. But astronauts should be able to digest melamine, which anyway seems like kind of a futuristic substance. Imagethief used to have melamine coasters. No joke. Very "Jetsons". Also not a joke is that over 6000 children are now reported to have been affected and three are dead . The Internet is seething . Collars at the State Food and Drug Administration haven't felt this tight since Zheng Xiaoyu was frogmarched away and shot for corruption just over a year ago. So here are the PR implications: Winner: Sanlu (sort of) For Sanlu this is actually good news. All of a sudden what looked like their problem is a nationwide problem in which they are just one of many companies caught in the riptide. In PR we teach an interview technique called broadening. When confronted by an interviewer with a problem or challenge that cannot be refuted you respond by "broadening" the issue to include the rest of the industry, your rivals or whomever. It works like this: Maria Bartiromo : Your stock price is down by 50% this month? Does your company suck? You : Well, Maria, market conditions are tough and many companies in our industry have had similar declines but we are key message, key message, key message, yadda yadda yadda. Sanlu doesn't need to broaden the issue. It has broadened itself. This doesn't make Sanlu's problem go away. They're still the worst affected, the most apparently negligent and most closely associated with the issue. In the past day or so, the chicken of accountability (a really big chicken in this case) has come home to roost and heads have justly started rolling . But misery loves company, especially in PR, and now the spotlight of attention has spread out a bit. It buys Sanlu some small breathing space at the trade-off of kindling a hotter but more diffuse groundswell of national anger. Losers: Everyone else While this broadening might be good news for Sanlu, it's bad news for everyone else. Consumers have no idea which domestic manufacturers they can trust. Even ice cream bars (sob!) look suspect. Foreign manufacturers such as Nestle may benefit for a while, assuming resentment doesn't turn on them later, which is possible. Also, Fonterra is now recalling its own Anmum branded milk in China. On top of its involvement in Sanlu, this may be wearing the foreign gloss a touch thin.
- The Topps Meat Co.'s massive frozen hamburger beef recall has many shoppers worried about the safety of their meat, after it may have sickened 25 people in eight states. Topps Meat. Co. is recalling some of its hamburgers after a cluster of illnesses in the Northeast caused by E. coli bacteria. "You don't know what's in it," one concerned shopper said. "It makes me feel very scared, and I don't know what to eat." The recall, which includes 21.7 million pounds of meat, is enough to make a McDonald's regular hamburger for every adult in America.
- Recently, Mattel (MAT) has had two product recalls ; one for toys with lead paint, and another for toys with powerful small magnets. Mattel chose the usual large company route: Have your CEO do a public apology , looking serious and sincere, outlining the problem and emphasizing the steps you’re taking to deal with it. Has this approach ever worked? I’m not being cynical here, I really want to know. Here’s why, in this case, I don’t think it worked. It’s obviously a highly rehearsed and planned speech from CEO Robert Eckert , in a suit, sitting in a fake environment. Everything about this video screams planned, rehearsed, fake — right down to his choreographed hand movements. Maybe it’s just me, but when he says, “I’m just as upset and disappointed as anyone,” I cringe.