Since we have a 5-year-old who’s a peanut butter devotee, we’ve been following the peanut salmonella scandal closely. Our first step was to check the labels of all our peanut products against the FDA list of tainted products (all clear).
But I was astounded by the Peanut Council’s proactive and strategic response to the industry crisis. After all, peanut-based products have already taken a huge hit with the prevalence of childrens’ nut allergies. And now with this, the peanut industry is fighting for its life.
Here’s how they’ve handled this criss:
- Make key info easy to find: The Council created a Salmonella Update Page, highlighted on the Council’s home page
- Respond in a timely and responsible way: See these timely responses to new developments in the case.
- Show where they stand and focus on the positive:
- This latest press release stresses the Council’s interest in consumer safety, its close working relationship of the FDA and its condemnation of the Peanut Corporation of America’s unsafe practices.
- But nothing says more, with less “packaging,” then this extensive list of safe peanut products.
Way to go, Peanut Council for your best practices in crisis communications. When your org is facing a criss — follow the Council’s cue to go fast, thorough and non-defensive.
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