5 Reasons Why You Need A Crisis Communications Plan

By Paula Hahn, guest columnist

Ice cream and listeria. Baby food and glass. Sprouts and E. coli. Hummus and listeria. Macaroni and cheese with metal shavings. Lettuce and E. coli. The list goes on and on, a distaff who’s who of foodborne illnesses and food-based issues that dominate headlines and elevate consumer concerns about the food supply.

When things go wrong, people want to hear firsthand from the folks responsible for both the problem and the solution. People want answers, they want them now, and they want them delivered across the full media spectrum, especially social media.

While most food and beverage manufacturers have locked down their operational crisis response, roughly half have ignored the need for a crisis communications plan to fully address a situation. This is despite the fact that research proves how a company communicates its recovery activities is often more important than the actual activities. A solid communications plan means   the difference between a brand that barely survives a crisis and one that thrives.

Key players in the reputation management game include customers, retailers, and the media — along with important stakeholders, such as employees and investors. The newest wrinkle in crisis communications is the increasingly important role of social media. Everyone has a voice these days, regardless of whether they’re vested or invested in the company.

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