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Happy%2520Chicken.webp)
How did the crisis start?
In March 2019, on a private group dedicated to mothers, a post by a consumer dissatisfied with one of Agricola Bacău's products (Happy Chicken) begins to attract a lot of attention. Within hours, the original post is distributed by more than 20,000 people, in various groups, and reaches the attention of the national press. As in less than 24 hours the topic became a news of national interest, the company's response had to be clear and precise.
Crisis management: the answer
A fundamental principle of crisis management is the speed of reaction. In less than 24 hours, Agricola Bacău issued a public statement in which it detailed that the aspects considered problems by the customer were, in fact, normal for the product concerned.
A short time later, the National Authority for the Quality of Meat Products was requested for an inspection, and the public statement issued by it confirmed that there were no problems with the product. This double validation, from the brand and an independent institution, was immediately transmitted to the press and relevant influencers, reinforcing the credibility of the message.
The role of the community in extinguishing the crisis
In crisis management, the support of partners and the loyal public can accelerate the mitigation of negative effects. Friends of the brand redistributed official releases, and their posts counterbalanced the initial flow of negative news, limiting the spread of the crisis.
Post-crisis measures
After managing the immediate situation, we moved on to the preventive stage, another important principle in crisis management. Following the immediate response action, we organized a research on food myths believed by Romanian consumers and a campaign with influencers, highlighting the benefits of Agricola.
The original viral post was deleted less than 72 hours after publication, a sign that the measures taken took effect quickly and restored public trust.
The campaign won Silver in the Best Crisis Management category at the Romanian PR Awards.
Frequently asked questions:
1/ What is crisis management?
Crisis management is the process by which an organization identifies, evaluates, responds to, and recovers after an unexpected event that may adversely affect its business, reputation, or safety.
2/ How important is reaction time in managing a negative situation?
A quick response can limit the spread of erroneous information and reduce the negative impact on reputation. The ideal is for the reaction to occur within the first 24 hours.
3/ What actions are useful after dealing with a difficult situation?
Analyzing the causes, correcting erroneous perceptions and initiating educational or informational campaigns can prevent similar situations from occurring in the future.
