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TRANSCRIPT
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