Maple Leaf has regained its reputation - how?
While news of deaths and the coast-to-coast recall was unfolding, communicators were transfixed by the bold crisis communications strategy being used by Maple Leaf Foods.
New research reveals that Maple Leaf Foods has not only regained its reputation with previous customers, but surpassed it.
The researchers, Dr. Terry Flynn and Leger Marketing, will present an in depth look at their findings at ‘On The Edge.’ They say their study demonstrates “for the first time, in tangible quantitative terms, the positive impact of immediate crisis communications on consumers.”
Maple Leaf’s communications response to the tragic listeriosis crisis has become the gold standard. Some of the tactics that I admire are:
- CEO was extraordinarily accessible
- CEO immediately stated problem and issued a heartfelt apology
- Social Media such as youtube and Facebook was used extensively
I am interested in the research so that I can justify to clients similar approaches to their crisis communications plans.
What do you think worked/didn’t work for Maple Leaf?
John KageorgeCPRS Member
Vancouver, BC
Years in the PR industry: 18
Tags: crisis, maple leaf, reputation