How to Prepare a Quick Response to a Food Safety Crisis

Even so, Smith recommends that when consumers raise a food safety related issue on social media, companies should take the conversations offline.

“Food safety and customer support teams need to work directly with the consumer to best understand the issue,” he says. “This involves around-the-clock monitoring on social media channels, maintaining a consistent voice across various channels, and leading with the facts—whether that be a press release, respective response, or customer letter.”

The Downside of Social Media

Unfortunately, there are some negatives to relying on social media for communication with consumers. For one, social media channels are open to hacks and hoaxes, which can be very damaging to a brand. And in the social media world, it’s more about a company being “guilty until proven innocent,” which makes it critical to manage negative messaging very carefully.

A study by Lithium revealed that 78 percent of people who complain to a brand via Twitter expect a response within an hour.

Winston Churchill once said, “A lie gets halfway around the world before the truth has a chance to get its pants on.” And that was before the advent of the Internet!

The speed at which a food safety incident escalates can get out of control. For example, on Dec. 8, 2017, a customer of Primark complained about a fire risk issue relating to a low-cost candle and this single complaint was responsible for 250,000 shares among all major media streams within a matter of hours.

“As an uncontrolled media source, it’s difficult for all parties to determine what is and isn’t fact,” Bentele notes. “As such, it’s critical for companies to have the marketing and PR expertise to help manage social media issues effectively. Honest information will often get lost amongst sensational and inaccurate information.”

Reninger believes the social space has been both a curse and a gift in the area of food crisis. While the messages and conversations being shared by consumers about a brand are more frequently brought to light, being part of the conversation—or at least being aware of it—is a powerful benefit that has not always available to food brands.

“Social listening should be an active and diligent practice of food brands, as food can either nourish us or serve as a toxin,” Reninger says. “The earlier a brand knows about a concern or crisis, the better able it is able to get involved and be a driving part of the solution.”

Preparing for Action

A recall typically takes everyone involved by surprise—it’s a sudden, unplanned event, which is why Tellem notes a company can reduce the fallout by having a crisis plan in place.

“It doesn’t need to be comprehensive, especially if that means you won’t make any plan,” she says. “It needs to be a clear roadmap to follow when the bad thing happens. You are more likely to crack it open and follow it if it is succinct and easy to implement. You will need a top to bottom survey of past incidents and what could go wrong today.”

Team members involved should be those who can think on their feet, have relevant experience, and are close geographically to the business. She also suggests training the spokesperson (and a backup) with a professional media coach by holding on-camera rehearsals and practicing message points.

According to Bentele, companies need to have a robust system in place ready to go if a food safety issue were to pop up, and it needs to be very clear about the company’s understanding of what would be considered as an online crisis, and potential options and preparations to be considered for each.