Communication is key, especially in times of crisis. Here are the steps one global PR expert believes companies embroiled in the infant formula crisis will likely have taken to warn customers and consumers, and to protect their businesses.
The reality of a crisis
As a starting point, let’s consider how you might feel in a crisis. Imagine your busiest day at work and multiply it tenfold. In a crisis, it’s intense.
Teams across a business in crisis will be working faster than normal, working longer hours and making decisions (that would normally take days) in minutes.
Staff members may also feel personally affected by what’s happening and everyone will likely see the best and worst of their colleagues.
The pressure really is on.
Prepare before it’s a problem
This is why, the first rule of crisis management is to prepare, and Lactalis, Nestlé and Danone would certainly have processes already in place.
Crisis simulations can help businesses “get in the zone” and test processes. Every business should have agreed escalation processes across multiple markets, with a core crisis team that has clear responsibilities. Each individual in the team should be trained and ready to go.
Keep the information flowing
When first alerted to a potential problem, teams at Nestlé, Danone and Lactalis would have moved fast to establish the facts as swiftly as possible, working with multiple parties across the business.
In the case of a recall, they would have sought to understand what the risks and implications were, as well as who needs to be contacted, what they need to hear and when they need to be approached.
The speed of initial communications and implementation of the recall has been one area of criticism in this milk scandal, which could pose a challenge.
Managing audiences
It’s vital to provide regular updates as information unfolds to demonstrate control of the situation.
Beyond regulatory requirements and local market food standards agencies, customers, stakeholders and colleagues internally all need to be considered in the communications flow. One size does not fit all for the messaging, so they need to consider a tailored approach to different audiences.
In the first instance, a holding statement to acknowledge the situation is key, but this would usually be followed by further information as soon as it’s available. Nestlé, for example, has done this well by using CEO Philipp Navratil to front some of its commentary to camera. A personal approach provides more empathy over the situation and helps retain trust.
Information Integrity
Keeping a close eye on external channels is key. Businesses will already have stepped up external monitoring. This would cover media and social media. But it now also needs to include AI search. Ideally comms teams should have reviewed all plans so they don’t issue proactive campaigns that might lead to mixed messaging.
As they monitor, comms teams should be making sure information reported is factually correct, addressing any misinformation quickly, so to avoid fuelling inaccuracies and greater concern for consumers, stakeholders – and investors.
Scenario Planning
Ideally, each of these businesses should appoint individuals to work through scenarios and consider how the situation could evolve. It’s important to stay ahead of the crisis as it almost always morphs into something more.
In this example, the companies are now facing a lawsuit from FoodWatch International. Scenario planning new angles and areas of attack is vital to stay on the front foot.
Information flow, speed, clarity, empathy and a personal approach are all key elements of successful crisis management response.
Over the next few days and weeks, these businesses will need to continue investigating, managing enquiries, drafting responses and considering bespoke communications with all audiences.
As the situation calms, they’ll also need to consider remediation work and how they can rebuild reputational damage – there’s a big job to do.
Tommy Gibbs is head of corporate reputation at Cirkle, a multi-award winning PR agency specialising in corporate reputation; B2B, retail trade and shopper solutions; consumer; and digital, social media and influencer marketing.
