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Learning from Kellogg's "Let Them Eat Flakes" Moment
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<div style="font-size: 0.94em; line-height: 1.4;"><p align="justify">When Kellogg’s CEO Gary Pilnick suggested during a CNBC interview that families facing financial hardship could eat cereal for dinner, a backlash was triggered. As Kellogg’s was attacked across social media, some consumers insisted the company had benefited from rising food prices and calls for a boycott emerged. If companies aren’t quick to respond to consumers’ concerns, they can find themselves buffeted by negative media attention. To be prepared for a media misstep, companies should consider the following steps. First, have a crisis plan: The best strategy is to hope for the best and plan for the worst. That means developing a crisis communications plan before something stirs up unwanted media attention. Second, let spokespeople do their job: The person who caused the problem should not be the one who fixes it. Third, have a Plan B: Identifying fallback communicators in a crisis plan and making sure they’re prepared to play the role will increase the plan’s value. Fourth, apologize and clarify: Even if a company decides it hasn’t committed wrongdoing, it should apologize for the confusion that its comments or actions caused. Fifth, be open to dialogue: A willingness to engage in open communication can help foster reconciliation. Sixth, rebuild trust: This can involve taking action to improve the quality, safety, or reliability of products or services or enhancing efforts to show a commitment to certain values.