Abstract:

Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that the most valuable crisis management and communications responses are not determined by the size of the crisis plan but by the effectiveness of the organization's leadership, mindset and organizational culture. Being prepared for a crisis is one thing but being able to react quickly in today's hypersensitive marketplace takes anticipation, readiness and a sense that operating in a crisis mode is now the new normal. The presenters review results from an eight-month study, conducted in partnership with McMaster University and Leger Marketing, where they were able to isolate the value of immediate crisis communications activities on customer loyalty in the case of Maple Leaf Foods.