Crisis Management

Biotechnology Firm

Business Problem

A bio-tech firm needed to stabilize public opinion and engender greater public support for the manufacturing of genetically-modified foods.

Implementation

To gain the insights necessary, weekly national surveys of adults were conducted in an effort to understand the relevance and importance of biotechnology and genetically-modified foods to consumers and to assess consumer reactions to articles published in well-renown journals on the matter. VISTA studies in the United States and Europe provided insights on the equities and disequities people perceived about the modified foods which led to a highly effective communication strategy.

Solution

By tracking the change in public opinion regarding genetically-modified foods, including the response by the public to articles and television programs on the subject, we identified the public’s perceived benefits and risks of biotechnology and genetically-modified foods. With this our client was able to create a clear and persuasive communications strategy, which has helped to stabilize public opinion.

Major Packaged Food Manufacturer

Business Problem

The national media publicized an announcement by the EPA of a pesticide infringement in the manufacturing process for one of this client’s flagship food products. The challenge was how to respond in the appropriate way and at the appropriate level to restore credibility in the manufacturer.

Implementation

As with any crisis management situation, time was of the essence. Overnight surveys were completed the same weekend the news broke to assess the scope and seriousness of the problem. Through the research, the client was able to float several possible responses they were considering and gauged consumer reaction to each. With this knowledge the client could then build the best action and communication strategy to respond to the crisis at hand.

Solution

The company was able to adjust their response through a modification of an internal company response mechanism. The company was enabled to make a sound judgment about whether or not to recall their product already on the store shelves, with knowledge of the likely public response.

National Trade Association representing the Carpet and Rug Industry

Business Problem

News reports suggested that newly installed carpeting might emit hazardous fumes, raising consumer concerns about indoor air quality. The claims have led school districts to remove carpeting from schools, with a potential ripple effect on homes and businesses.

Implementation

National surveys of homeowners were conducted to assess public awareness of the indoor air quality issue as related to carpets. This was followed by a large scale exploration of perceptions about carpeting among key audiences. An Advanced Strategy Lab session was help to develop a knowledge base about the issues, then a large scale VISTA study among key audiences was conducted to understand the equities and disequities associated with carpeting to determine message strategies to use among audiences.

Solution

The client’s public relations firm wrote a communications plan based on our strategic recommendations. The industry has also implemented a number of testing and labeling programs, for example, samples of new carpeting are tested for chemical emissions by an independent laboratory and then labeled to assure consumers that the carpet meets industry criteria for "very low emissions." Being seen as part of the solutions, rather than part of the problem, has greatly benefited the industry.