How regulators deal with a PR crisis: EFSA releases crisis simulation report

Food and beverage companies operating in Europe would do well to take a look at the European Food Safety Authority’s (EFSA) recently released crisis simulation exercise report. For a number of reasons.

First of all, it reinforces the importance of training when it comes to crisis management. A great process, and a motivated, action-oriented team are both essential, but the glue that holds it all together is an established training regimen that builds team competence. Football fans know there’s a huge difference between a champion team and a team of champions.

Secondly, if you’re in the food and drink business, it’s really important to understand how regulators are likely to react to your issue or crisis. Crisis communication reinforces the importance of well-managed stakeholder relationships, and if you have a significant enough crisis of your own, chances are you’ll be giving EFSA a call yourself. It’s a good idea to know how that’s going to go down. When our Issues & Crisis team runs simulations, we always take a broad view of stakeholders (it’s no good just worrying about media – you also need to think about government, or your social media audiences).

Thirdly, simulations are resource-intensive. While regular training and testing is important, it should also be incumbent on staff to maintain a minimum standard of self-education. Reviewing other organisations’ case studies and reports is one way of helping to achieve that. Even better, if you’re familiar with your stakeholders’ crisis management procedures then you’ll be in a better position to help them out should they need it. And helping people out of a bind is a great way of building your relationship with them.

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