• This is how a brand crisis is managed

IESE expert Yago de la Cierva, author of the book Communicate in troubled waters , defines a company's crisis communication as "preparing for the worst." The worst comes precisely when there has been no prevention and the catastrophe occurs.

A brand's reputation is its most valuable asset and among the most serious crises that can affect it is a food alert. That is why consumer brands are the most vulnerable. The Magrudis factory, responsible for the elaboration of the meat mecha of the brand La Mechá, lives its particular crisis after the poisoning of more than 160 people throughout Spain and two have died.

They manufacture different products of the La Mechá brand, which have been distributed mainly in Andalusia and also in Madrid and Extremadura. If the future of the company is quite bleak after the crisis erupts, the meat industry fears that the problem will splash.

The National Association of Meat Industries of Spain (Anice) said Friday that this outbreak is an isolated case. All food companies "have self-control systems based on rigorous and scientifically endorsed principles," they said , asking consumers "to have confidence in the European Union's food control system."

Prepare

"All brands should be prepared to face a situation that puts their reputation at risk. There are things that are unavoidable, such as a fire, but others that can be predicted. Therefore, all must work to, if something happens, minimize the impact, "Carlos Pursals, brand reputation expert at Branward consultancy, told this newspaper.

Some "have not been able to prevent their crises, or these have been inevitable, but nevertheless they have been able to react quickly and ideas and have recovered quickly," says Yago De la Cierva.

If a company sells a batch of product in poor condition "and nobody finds out, it has been saved, but it is normal for the opposite to happen. In that case communication in crisis is essential. If you have not prepared and have to face a Real-time crisis your reaction capacity is vital, "says Pursals. For De la Cierva, when a crisis affects people, customers, communication "must turn to these people, with those affected."

Few food alerts

In Spain only 15 food alerts have been registered in the last three years, according to data from the Food Safety Agency . Sources in the sector report, however, that there are cases of intoxication that occur more often than desirable but are punctual and therefore do not transcend.

The fashion of artisanal products or that go directly from the 'field' to the table (cheeses and unpasteurized milk, for example) as well as taking the containers or tupper from home to the fish shop / butcher shop to avoid plastics, are foci of danger, "says an expert in the distribution sector.

Take care of those affected

"It is a concept error to forget crisis management in a marketing or brand communication plan," According to Sara Blázquez, crisis management expert at Burson Marsteller Spain. The important thing when a crisis erupts is "do not lose the trust of your audience. The most critical are usually consumers of the brand," El Mundo said in an interview.

They are not always small companies or run by inexperienced managers, as is believed. The most serious crises of the last decade have been experienced by giants such as McDonalds, JP Morgan, Siemens, Sony, Starbucks or Volswagen. The loss of the stock market value of the organization in a crisis situation can reach 50%.

What would have happened if the outbreak had emerged in another better known brand of meat? "Probably a small brand is more vulnerable," sources in the sector say.

Almost all companies have (or should) their crisis management team. An example is Ikea, which, according to experts, managed well when it was detected that their meatballs had traces of horse meat. "They communicated quickly and withdrew the stock," says Pursals.

Activate the protocol

When a risk is identified, a protocol is activated: “First, the problem and the part of the production affected are identified, its causes are investigated to prevent it from happening again and the product of the sale is withdrawn in all affected markets, as well as to the communication of the case through various channels, including the store and the website », according to the crisis management protocol that Ikea has.

"In addition to reporting on the specific case, customers who have an affected product are urged to go to the store for return and the subsequent refund of the amount, even without the need to present proof of purchase," they explain.

According to the criteria of The Trust Project

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  • Spain
  • Ikea
  • Mercadona
  • nutrition
  • European Union
  • Sony
  • Madrid
  • Estremadura
  • Andalusia

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