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Time’s Up! Total Recall!

DFA/SCTC 2013

April 4, 2013

Realities

According to the ExpertRECALL Quarterly Recall Index:

“

”

Readiness

Baseline:

• Have a recall plan in place

• Have a recall coordinator and/or recall advisory group

• Understand the differences in types of recalls

• Have the following in order: Sanitation Standard

Operating Procedures, Quality Suppliers,

Environmental Monitoring, Good Manufacturing

Practices, Good Agricultural Practices, and Hazard

Analysis & Critical Control Points

Readiness

Are you ready for a

recall in 2013?

Readiness

2013 Recall Planning

Build the Foundation Broaden

Communications Channels

Understanding the Voices

Developing a Community

CRAWL WALK RUN FLY

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Materials

Recall

Media

Recall

Digital

Recall

Relationships

2013 Recall Planning

Build the Foundation

CRAWL

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Materials

Recall

Media

Recall

Digital

Recall

Relationships

Recall Materials

Food Safety

Leaders

• Who are your

supporters/adversa

ries?

• Are any willing to

act as

spokespeople?

Investment community

• What is the potential

impact on revenue?

• How will the company

handle it?

• Are there real concerns

to long-term value?

Food Safety

advocacy groups

• How does the

company stack up?

• Are there real

concerns?

• Is the company

addressing specific

issues?

Employees

• How is this recall

affecting morale?

• Are employees asking

questions?

• What are the internal

processes to help

employees respond to

questions? Retailers

• How will this

investigation

affect our

working

relationship

?

FDA

• What will their

take be on the

situation?

Your

Materials

Need to

Answer

these

Questions

Recall Materials

• Draft copies of:

• Holding statement while determining recall scope

• Press release announcing recall

• Press release announcing product has returned

Recall Materials

• Draft sample messages:

• As soon as we discovered this issue, we took

immediate steps to issue this voluntary recall.

• Please return to where you purchased our

walnuts for a full refund.

• We will quickly get to the bottom of the issue

and keep you updated on what we learn.

• We stand by the quality and value of our

walnuts.

• We are committed to our customers and will

work to make our food safety processes safer.

Recall Materials

• Draft copies of materials targeted to:

• Employees/Farmers

• Email message from CEO

• A Town Hall script – live or virtual

• Talking Points and Q&A for Managers

• Supply Chain

• Downstream: Letter to Retailer Executives,

Talking Points and Q&A for Retail Managers

• Downstream: Distribution Partners

• Upstream: Letter to Suppliers

All of these stakeholders influence your

perception

Recall Materials

• Draft copies of materials targeted to:

• Consumers

• Call Center Script and Q&A

• Blog Posts if you have a corporate blog

• FDA/USDA/USTR/Foreign Ministries

• Notification of Recall

• Update Materials

• Investors and Financial Markets

• Talking points for investor call

• Talking points for security analysts

All of these stakeholders influence your

perceptions

Recall Materials

• Draft copies of materials targeted to:

• Food Safety/Consumer Groups

• An email statement

• Consumer hotline

• Media

• Holding statement and press releases

• Spokespeople Protocols

• Q&A

• Social media posts and responses

All of these stakeholders influence your

perceptions

2013 Recall Planning

Understanding the Voices

WALK

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Media

Recall Media

Draft copies of:

• A traditional media list

Local Newspaper –

Likely to have covered the

company in the past

Major State Newspapers –

Reporter to target

AP Local Bureau –

May be in your state capital

AP National –

Food Safety Reporter

All major news outlets –

i.e. ABC, CNN, NBC, CBS, Fox,

USA Today, New York Times

Los Angeles

San Francisco

Fresno

Sacramento

Washington

New York

Recall Media

Draft copies of:

• Add detail to the list on how people currently

communicate:

• Calling the general news desk wastes time

• Find the specific reporters’ (in this order):

• Email Address

• Twitter Handle

• Phone Numbers

• Refresh list often

Recall Media

Draft copies of:

• An online news outlet and blogger media list

TRADES ONLINE-ONLY BLOGS

ACTIVISTS AND NGOS

What the Media wants:

• Quick, accurate

information: the who, what,

why, where, when, how

• Details for consumers:

• Lot codes

• Labels

• Pictures

• Where the product is in

the stores

Recall Media

Key phrases work with traditional

reporters only:

• On the record

• Off the record

• On background

No matter what the type of outlet

is – record the interview.

Other options:

• Releasing statements, press

releases

• Informal email statements

• Specifying attribution

Recall Media

Establish a clear, consistent

process:

• Treat web, print, and

broadcast media equally

• Figure out what works best:

email, phone or web-based

• Only release verified

information

• Designate a single contact

with 24/7 availability (or

quick response)

Recall Media

SEARCH

How to keep control of your own narrative:

• Never say “no comment” – last resort

• Don‘t hunker down and let the government agencies do

the talking

• Provide as many resources as possible

• Keep an open dialogue

• Be honest about what reporter can expect from you

• Giving a heads up is always appreciated

Recall Media

2013 Recall Planning

Broaden Communications

Channels

RUN

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Digital

Recall Digital

Monitoring and Analytics Process

• Online monitoring during a recall will:

• Help you track trends

• Alert you to new issues

• Provide insights into stakeholder sentiments

QUANTITATIVE TRACKING QUALITATIVE TRACKING

• Volume of blog posts

• Volumes of tweets and

facebook posts

• Rates at which online

influencers are talking

about your recall

• Overall tone of online

conversation

• Identifies influence of

one blog post over

another

• Records type of

language

Recall Digital

Monitoring and Analytics Process

VOLUME

Recall Digital

Brand Team Coordination

Work with your brand teams on the recall-related

digital monitoring and posting for:

Benchmark engagement levels in order to have a

baseline for comparison during the recall.

Determine who will be doing the posting during the

recall.

Recall Digital

Posting and Response Protocols

• Engaging online influencers and responding to relevant

discussions can and will be overwhelming in times of crisis.

• Create guiding principals that provide criteria for evaluating

who to respond to and how.

• Be prepared by:

• Drafting 140 character versions of

messages, holding statement and press

releases

• Identifying the appropriate hashtags to use

– such as #foodsafety or #recall and who

should be tagged in handle form

Recall Digital k to add Title

Recall Digital

Posting and Response Protocols

• Be prepared by:

• Drafting photo-driven posts – 70%

• Make sure they are 200 characters of

less, even though there is no limit

• Preparing some positive posts that will

foster sharing

• Creating an infographic on your food

safety protocols

Recall Digital

Posting and Response Protocols

• Be prepared by:

• Fight content with content – not

comments

• Two-to-three minute video from CEO or

Quality Manager on food safety

protocols (can also be used for internal

stakeholders)

• B-roll of operations (can also be used

with the media)

Recall Digital

Developing a “Dark” Site

• It never sees the light of day – unless there is a recall

• It is not indexed by search engines

• It is not made public

• Site is separate and distinct from main brand website

• Want consumers to be able to find it quickly

• Do not want to tarnish the corporate brand website – but

during the recall, they would be cross-linked

• Go ahead and purchase an intuitive URL just in case:

• www.SteelSoybeansRecall.com

• Plan which search terms you would buy to drive to traffic to

the dark site

Recall Digital

Developing a “Dark” Site

• Elements of a one-stop-shop site:

RECALL INFORMATION

PHOTOS

NOTE OR VIDEO FROM THE CEO

LINKS TO 3RD PARTIES

CONSUMER CONTACT

MEDIA CONTACT

QUOTES

Recall Digital

Timeline of Digital

•Conduct digital audits, monitor conversations about recall

•Provide reports on influence of those affecting reputation

Intelligence

• Identify key bloggers

•Cultivate relationships to leverage during recall Rapport

•Create microsite to be used in event of recall Determine deployment plan for site and accompanying social media plan

Prepare

Recall Digital

Timeline of Digital

•Launch microsite and implement Twitter, Facebook and YouTube strategy

•Manage crisis through regular updates

Action

•Conduct hourly digital audits, monitor conversations

•Provide reports on influence of those affecting reputation

Response

•Purchase keywords

•Consider participating in advertisements on top-tier media sites

Deploy

2013 Recall Planning

Developing a Community

FLY

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Relationships

Recall Relationships

• Identify third-party validators who will communicate

on your behalf in case of a crisis.

• These third-parties have more credibility with

consumers and the media than a company.

• Consider the following types of institutions:

?

Third-Party Validators

Recall Relationships

• Develop testimonials in conjunction with third-parties

– speaking to your food safety processes and

commitment to quality.

• Create fact sheets and other materials that can be

disseminated to the media and via the digital

channels.

• Consider collecting positive quotes from existing

media coverage and using those quotes as well.?

Third-Party Validators

Recall Relationships

• Before a recall, it is possible to earn the respect and

good faith of the FDA.

• Consider proactively reaching out to:

FDA Engagement

• The communications office is collaborative and

helpful, and they are eager to build relationships

with food manufacturers.

Recall Relationships

FDA Engagement

• CFSAN’s communications office has been willing

to review the elements of the recall plan related to

communications outreach.

• In the unfortunate case that a recall does occur,

the relationship will yield dividends.

2013 Recall Planning

Build the Foundation Broaden

Communications Channels

Understanding the Voices

Developing a Community

CRAWL WALK RUN FLY

Protecting your reputation, maintaining internal confidence and bolstering external support

Recall

Materials

Recall

Media

Recall

Digital

Recall

Relationships

Time’s Up! Total Recall!

Audience Questions