When an organization is hit with a crisis, the response will often determine how long the crisis will last, in terms of negative media coverage, as well as any long-term erosion in brand reputation or lead revenue.
That’s why PR execs need to keep a close eye on how the crisis now engulfing Blue Bell Creameries plays out. On Monday the company announced that it is voluntarily recalling all of its ice cream products, because of listeria concerns, following a succession of smaller recalls.
Blue Bell realized its initial assumption that the bacteria was isolated to one machine in one room was “wrong,” after an additional half gallon of contaminated ice cream was found in its Brenham, Texas facility, according to a statement from Paul Kruse, the company’s president-CEO.
Blue Bell is trying to get in front of the crisis, which, considering the severity of the situation, may cause further damage to the 108-year-old brand. In a little more than a month, three deaths and several illnesses in Kansas and possibly Texas have been linked to the company’s products.
For communicators, the major takeaway from Blue Bell’s initial response is that however fast PR attacks a problem, it’s probably not fast enough.
In a digital age, the window for responding to a crisis keeps getting smaller.
“When there’s a recall and somebody does something quickly and when they handle it properly, we forgive it,” Phil Lempert, food industry analyst for SupermarketGuru.com, told The New York Times. “When it’s the entire product line or the entire company, people are very concerned.”
Blue Bell, which sells ice cream in 20 states, in no way is downplaying those concerns.
In a video apology (get used to it) posted on the company’s website and Facebook page, Kruse said: “We’re heartbroken over the situation and apologize to all of our Blue Bell fans and customers. Ice cream is a joy and pleasure to eat. It certainly is for me, and I do it every day. And it should never be a concern. For that, we apologize, and we’re going to get it right.”
Kruse hits the right tone, but, for the sake of transparency, he probably should have mentioned the deaths that have been linked to the company products and how the company intends to compensate the victims’ families.
Blue Bell reportedly has contracted both Burson Marsteller and kglobal for crisis management.
Now comes the heavy PR lifting. How will Blue Bell use both traditional media channels and digital venues to communicate how it’s fixing the problem? A FAQ post on its website—and linked on its Facebook page—is a good start.
Correct me if you think I’m wrong, but this is the sort of crisis in which digital needs to be subordinate to the human touch. Blue Bell’s senior executives should visit the communities that have been affected by the recall and tell consumers how things are being corrected. And it has to be a multi-pronged conversation.
Follow Matthew Schwartz on Twitter: @mpsjourno1