Overcoming a crises with good communication
A medium-sized producer of meat products in Lower Saxony has to recall salami from the market for reasons of preventive consumer protection. Salmonella was detected in the course of a self-check. After the responsible supervisory authority has made the decision to recall the goods, everything has to go very quickly: Trade, media and consumers are informed about the recall in the shortest possible time via press and consumer information. While the most important questions and answers are still being prepared, Crossrelations sets up a hotline that is available seven days a week to consumers and media alike. After three weeks – the best-before date has already been clearly exceeded – the crisis can be regarded as over for communication purposes. A crisis manual with clear procedures and a crisis exercise carried out two years earlier have enabled the company to limit the economic damage.