Case Study on "Nutritional Foods"

Case Study 4 pages (1177 words) Sources: 3

[EXCERPT] . . . .

Nutritional Foods Case Study

If I were Fred James, I would have a strategy already in place in case an incident such as this occurred. Firstly, I would make sure that myself and my company had a good relationship with the media. The media can be an excellent source of information during a crisis because it has the capability to disseminate information quickly to large amount of people. Therefore it not only increases awareness of the crisis on a broad scale, but it also provides details that people want or need to know, such as where the crisis is occurring and who it is affecting. However, the media can also be a hindrance in the sense that in can create panic (for example in the famous "War of the Worlds" incident) and it can also sensationalize information, making it difficult for audiences to discern the truth from the "hype."

The problem is, organizations cannot control the media. They can, however, learn to handle it in such a way that it is more often used as help than a hindrance Fink (2000) uses the example of the infamous poisoned Tylenol crisis to illustrate his point that when it comes to handling the media vs. The media handling you, the key is to have a communicator who exhibits authority. Companies need to have good communicators in place who are skilled at showing negative things in a positive light. This does not mean that they are lying or manipulating the public; it simply means that they are able to remind the public of the company's best qualities so that customers are getting a fair picture of the situation. In order to do this properly, however, Fink (2000) recommends cultivating relationships with the media and the consumer in times of non-crisis. He states, "The time to begin crisis communications is when there is no crisis and it is possible to create a reservoir of good will" (p. 96).

If I were Fred James, I would already have authoritative several public relations managers building relationships with the media so that the headlines that were bound to ensue in a food poisoning incident would be given a positive slant rather than a negative one. That way, I would feel much more comfortable alerting the public after the first or second report because I might get a slant such as "Nutritional Foods puts customer safety before profits" instead of an angle such as "Nutritional Foods poisons its customers."

As far as when I would have taken direct action if I were Fred James, I would not have done so after the first incident because at that point, it really could have been a coincidence. There is no sense taking a chance on panicking the public, ruining the company's reputation and losing massive amounts of money when there were only two incidents reported which might have been related, but might not have been.

After the third and fourth incidents were reported, I would have undoubtedly taken immediate action to rectify the problem. Two incidents could be a coincidence, but the chance of four being a coincidence is astronomical. I would do at this point everything that James did later after he received confirmation. I would not have waited for the batch numbers and other confirmations simply because logic would tell me that four reports of food poisoning could not be a coincidence.

Furthermore, I would already have a plan in place as to what steps to take in case of such an occurrence. The key word… READ MORE

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