Neigh! How Would You Handle Black Beauty in a Whopper?

This past week the web was buzzing with a Burger King scandal. Horsemeat was found in the UK franchise’s beef products. As if having pieces of Black Beauty in your Whopper wasn’t bad enough, let’s reflect on Taco Bell’s beef not being “100% beef”…and what was that pink sludge McDonalds uses for their chicken products?! 

Lucky for Burger King, Taco Bell and McDonalds bounced back even after accusations and images went viral showcasing their questionable products. BK took the offense, attacking and accusing the meat distributors while playing the victim and claiming they had no idea horsemeat was being used. Most of these fast food companies have a scapegoat when situations arise. But I personally can’t take that explanation to heart and trust BK. The focus of your company is to serve food and you don’t know what meat you are serving customers? 

Even with these facts, people will believe the cookie-cutter “victim” responses publicized by the company’s representatives. In my opinion, representatives can handle these findings and accusations in a different manner. Here are a few ideas:

Tip #1: Credibility: When your company decides to change a recipe they want their publics trust back. How can you tell them that the food is OK to eat again? One way of doing this is providing a comment or separate statement from an expert in the food industry field. This is providing the public with an outside professional who gained credibility by working in the field of food.

Tip #2: Numbers: Words can mean so little, but when numbers back up statements validity skyrockets. Providing proof and detail in numbers for consumers would strengthen an argument. For example, showing results of a scientific study on how much beef is now really in the Taco Bell products. 

Tip #3: Use your support group: get your consumers to put their personal word in. Having an opinion from someone who doesn’t have ties to the company makes a positive statement believable. Hold a focus group and have consumers test out the new and improved products, then report their findings.

Regardless of how companies respond Doritos Locos Tacos will still be consumed and McDonalds chicken nuggets will be in children’s Happy Meals. Someone get me the job of being a PR representative to these fast food chains. What do you think will finally wake people up and care about what they are consuming? Do you think the reps for these companies need to improve their responses? 

A Food Crisis Worse Than Your Ramen Diet

The Holidays are here, and they are without a doubt the cause of the ‘eat and regret it later’ movement. This is the time when you gain all of the pounds you promise yourself you’ll lose before summer. From Thanksgiving turkey to apple pies, food is a MUST for the Holidays. So in honor of the season of giving, (your mother the nod to pass the salt, that is), here’s a public relations food crisis that has taught us all a valuable lesson in PR crisis management. 

Case study: Wrigleys and the Trayvon Martin tragedy 

The February 2012 death of 16-year-old African American Trayvon Martin who was shot and killed by neighborhood watch captain and former security officer George Zimmerman caused a national outcry that sparked debates on issues of race, discrimination, gun laws, and even police practices.

One of the last things he would ever hold in his hand is a pack of Skittles, which became a national symbol of the tragedy that had occurred. Protestors across the country began to buy Skittles to advocate for equality and justice causing Skittles sales to skyrocket. Many Americans felt Wrigleys, the parent company, had an obligation to donate to Martin’s family and other related charities. 

Wrigley’s did the best thing which was to stay neutral and away from the spotlight saying, “We are deeply saddened by the news of Trayvon Martin’s death and express our sincere condolences to his family and friends. We also respect their privacy and feel it inappropriate to get involved or comment further as we would never wish for our actions to be perceived as an attempt of commercial gain following this tragedy.” 

This is a prime example of how some of the best PR crises are those we never hear of.  Wrigley’s was quick, respectful, and most importantly, unbiased. We can all (including the folks at Chick-Fil-A) definitely learn a lesson or two from the PR folks at Wrigleys. 

This guest blog post was written by PRowl Public Relations staff member Antinnea Skipwith.