Agriculture Reference
In-Depth Information
in their well-being. Don't promise anything that you are not willing or able to accom-
plish. For example, in the case of a recall due to an outbreak, don't send the message
that people who became ill from eating the contaminated product will be reimbursed
out-of-pocket medical expenses if you don't intend to follow through. A lack of com-
mitment will quickly be reported by the media, by your peers in the trade, and even
by your employees; and your reputation, credibility, and further actions will be
undermined.
The Seven R's of a Response
There are at least “The Five R's” to rely on as a guide during a response in a crisis:
Regret, Responsibility, Restitution, Resolution, and Reform. A sixth and seventh “R”
should be added to this list: Review and Repeat.
Regret
It is extremely important to communicate regret to affected stakeholders, such as
expressing your sincere concern for the victims. Be sure that this message of regret
is conveyed in all communications and actions moving forward.
Responsibility
Communicate immediately to customers the details of the product being recalled.
Work with the media to deliver to the public the details of the recall, including
how to identify product and what should be done with it. Be sure to provide contact
information if the media have questions. It may be benefi cial to use an outside source
for handling these calls. Depending on the size of the recall and media attention,
thousands of calls a day could be received, which would overwhelm most in-house
consumer hot lines. It may also be helpful to have an easily accessible website to
provide all stakeholders up - to - the - minute information regarding the recall, the
company, and the message. This website can be prepared in advance of any crisis
and set up as a “dark site.” This means the page is fully developed and contains
as much relevant information as possible prior to a crisis but not turned on or acces-
sible to the public. This dark site, when activated, can then be linked to your home
page to avoid confusion on how to access it. Easy access to critical information
is essential for all of the stakeholders, and it will be less stressful for the company
managing the crisis.
Showing responsibility is also very important in the management of the response.
Cooperate fully with investigators in their effort to prevent additional illnesses and
protect public health. Public safety should be at the forefront and the top priority of
food processors on a daily basis, so it should not be any different during an investiga-
tion of an outbreak of foodborne illness. Assist in identifying the cause of the outbreak,
and if it was a failure in the system, assume responsibility and correct the problem.
Investigations are rigorous and may require repeating information and often defending
the company's food safety programs. Remembering that the inspectors' questions and
audits are part of the regulatory agency's responsibilities makes it easier to work
through the investigation. Taking a defensive stance and not sharing information or
appearing uncooperative will likely result in more harsh treatment by inspectors
