Fact gathering, of course, is the first step in managing a crisis or potentially damaging reputation issue. Most agencies and risk management professionals will provide clients a checklist to quickly obtain the facts, assess the crisis and craft an accurate, efficient response.

But providing reassurance to clients and leaders who are navigating a crisis requires more than just the facts. When an executive has opted to bring in a crisis management or communications specialist, she is inviting an audience inside the inner circle for sensitive collaboration, intuitive reassurance and substantive counsel. While the facts matter, the vulnerabilities of a company and its executive team have a critical bearing on the positioning and sensitivity required to fully address the needs of the organization. Often, the most important revelations of a crisis strategy come out of thoughtful conversations guided by questions outside of the typical “fact” gathering approach. It helps to have established trust and rapport with your client before going there, but, often, these questions will help establish trust in a new relationship. Ask with interest and listen carefully:

1. What is your greatest fear? For the brand? For the company? For you (or leadership at your organization) professionally?
2. Where are your organization’s grittiest vulnerabilities?
3. What action(s) are you taking to address these concerns in this crisis and generally?

Regardless of the specific issue, drilling down to perceived risks and fears from the leader of the organization allows us to tackle a crisis from a truly human perspective. Crises do not always have textbook solutions, they require genuine care and concern from committed leaders who must demonstrate credible, thorough resolution. Moving past “just the facts,” is where the heart of a solid crisis strategy begins. Executives who are open to this level of conversation demonstrate a deeper attachment to their business, their consumers, to the bigger picture and long term. Messages, commitments and resolution strategies will reflect this level of depth and dedication. Go there.

(Fine print: In any crisis, care and concern for human life, health and safety come first and foremost. Proactive communications emphasizing the facts and providing reassurance comes next. Revisit our crisis recommendations with our memorable guide, PANTCHEK.

The post Go there: Three Tough, but Necessary, Questions to Ask Crisis Clients appeared first on Fineman PR.

“Instant access may have changed how and where we shop, but when it comes to what today’s consumers and customers expect, some things never change.”

Flashback to the natural foods heyday of the 1990s and it might seem that the values of conscious food consumers haven’t changed much over the last 30 years. Trusted local, high quality ingredients. Organic choices. A “natural” approach to real foods as opposed to complicated, unknown chemicals. Plant-based protein sources for a mix of nutritional preferences. Artisanal emphasis. Partnerships between local food producers and the community. Family-friendly products brought to market by trusted brands that understood responsible food practices and production.

From a food producer’s perspective, the business challenges of meeting consumer and retailers’ stringent demands also appear similar: ensuring product safety and integrity, reducing the risk of food recalls, navigating labeling concerns, procuring trusted suppliers for quality ingredients and meeting high standards for animal welfare and environmental sustainability

These shared tenets for wholesome living and responsible eating seem awfully similar despite the time difference. So, what’s changed?

Instant Access

A far cry from the “convenience” foods of the past — fewer healthy options that usually sacrificed quality for a quick meal fix — today’s instant access means I can buy organic beef bone broth, fresh salmon and organic micro-greens for dinner tonight on the same app I use to buy replacement chargers for my iPhone and even a bulk bag of dog food if I’m in a crunch. My groceries, likely delivered by an Amazon or Walmart van or even a driverless delivery vehicle, can also be accompanied by a bottle of Quintessa that years ago would’ve required a trip to a local wine merchant. Instant access to high-quality foods are changing the way consumers eat and changing the way the food and beverage industry is evolving to embrace the new “fast food.” It’s been estimated that the number of U.S. adults who order groceries at least once a month with an app will increase by nearly 50 percent this year compared to 2018.

In Store Incentives

How can brick and mortar stores lure customers back into their aisles? To encourage and incentivize in-store purchases, food producers are employing QR codes and scan-and-save options to give consumers instant access to deals that make shopping more interactive. Scannable codes give consumers access to a mobile world of coupons, recipes and traceable sourcing details that increase brand engagement and reward entry.

Food Safety Traceability

We read headlines nearly every day about new food recalls. Two separate chicken nugget recalls right before the Super Bowl led to concerns about the category as a whole and garnered headline news coverage from CNN and the “Today Show.” According to USDA reports, the agency in 2005 handled 53 food recalls, with just one related to extraneous/foreign materials and nine related to undeclared allergens. In 2018, the agency oversaw 125 food recalls, with 23 related to extraneous materials and 26 related to undeclared allergens. Is the food supply less safe? Hardly. Technical innovations, like high sensitivity imaging devices, along with increased training, shared resources and knowledge among industry partners, have significantly increased the ability of producers to detect potential risks before products ever leave the production line.

For those producers who do face recalls? The advent of blockchain technology and increased use of traceable sourcing systems makes it far easier to track down the root cause of potential product issues and supply challenges. Data-based solutions from the farm, transport provider or retailer system allow food producers and regulators to quickly trace risks and ensure that products are effectively removed from the marketplace.

Transparency Watch

Who’s literally watching the farm? Fresh foods producers must prioritize the integrity of the foods they raise for consumption. This includes the land on which they grow vegetables or raise livestock. Even with the popularity of farm-to-table and Slow Food movements, few U.S. consumers have access to the farms where the food they buy is grown. In large part, this limited access is vital for sound biosecurity practices that protect the food supply. Thanks to the proactive marketing and community engagement of many producers who choose to provide real-time footage of farms and food production, consumers have more ways to see agriculture in action. Also, now, more than ever, activists and producers alike are employing drone and AI technology to monitor property and livestock practices. In a visual duel of he-said, she-said, live streaming production and practices simultaneously protect and target food brands online and with media.

Luxe Knows No Bounds

Lack of access for in-demand food and beverage items used to signal luxury: the coveted cult whiskey, the limited-edition vintage, the in-the-know butcher or the farmer’s market friend that would save a bag of squash blossoms or ramps in peak season if you knew when to go. The instant access of today’s consumer grocery e-marketplace has increased our ability to find coveted foodie finds on demand, online or in app. Greater access and increased competition for these items has also allowed us the ability to shop smarter and perhaps more frugally (service fee be darned). But will this instant access replace the emotional connection we crave with the brands we favor and the conscientious people behind them?

Some things never change. The foundation of good public relations remains rooted in consciousness, transparency and brand trust. Voice activated or not, these are the basics that today’s consumers and customers expect now.

The post Have Consumer Food Priorities Changed Since the ’90s? appeared first on Fineman PR.

In recent conversations with our agency’s clients, more food and beverage communicators are embracing artificial intelligence technology, specialized influencer marketing and increasingly sophisticated social media content to increase brand authenticity and improve the overall consumer experience.

Artificial Intelligence? Wine Not?

For many food and beverage artisans, the environment in which a product is grown or made is a vital part of the overall product experience. Quintessa is a renowned 280-acre wine estate in Rutherford, one of Napa Valley’s most distinctive properties, with five soil types, hills, valleys, a lake and a river. The diverse estate inspires the impressive wines for which it is known.

“At Quintessa, our strongest asset and differentiator is the world-class estate from which we source our wine,” said Leslie Sullivan, DWS, Napa Estates Director of Huneeus Vintners, who manages communications for Quintessa.

“For those consumers and trade who are able to visit the estate, we are able to build ambassadors; however, our reach is limited. As a result, we’ve begun to better utilize technology to connect with our consumers and trade. For instance, we’ve used video, drone footage, 360 video and virtual reality to allow our consumers and trade to engage with our property. While nothing compares to the full sensory experience of enjoying a glass of Quintessa at the estate, we are able to better express and share what Quintessa is all about.”

Photos courtesy of Quintessa Instagram

Community, Convenience, Quality

With a 68-year heritage and nearly 12,000 locations worldwide, Dunkin’ Donuts continues to evolve while keeping its focus on fast, friendly service and community involvement.

According to Public Relations Senior Manager, Justin Drake, Dunkin’ Donuts maintains its focus on fast, friendly service while delivering innovations that today’s consumer expects from sophisticated food brands:

“As Dunkin’ Donuts continues to grow and evolve, remaining authentic to the core of our brand is very important. Dunkin’ Donuts was founded as a brand offering high-quality coffee and baked goods to our guests, all served with fast, friendly service and at a great value, and we remain true to this mission to this day.”

“We’ve expanded our coffee and espresso menu in recent years to include options like Cold Brew, Rainforest Alliance Certified Dark Roast Coffee, and Macchiatos. These menu additions remain true to our 68-year heritage as a coffee company, while also staying on trend in terms of what customers are looking for today from a coffee brand. We’ve launched On-the-Go Mobile Ordering for DD Perks members through the Dunkin’ Donuts mobile app, where guests can place their order in advance and then speed past the line in-store to pick-up their order. This innovation remains true to our mission of offering fast service and unparalleled convenience to our guests.”

Photos courtesy of Dunkin’ Donuts Instagram

Community giving is a core value for Dunkin’ Donuts that empowers franchisees around the world to give back and strengthen their own communities:

Continued Drake, “At Dunkin’, we feel fortunate that our restaurants are part of the fabric of so many communities and neighborhoods around the globe, and our franchisees value the role they can play in strengthening their communities. Our franchisees donate millions of dollars annually to local non-profits. Additionally, our organization collectively supports our national foundation, The Joy in Childhood Foundation, which is dedicated to bringing joy to sick and hungry children.”

Consumers Seek, Expect Info Online

For family-owned poultry producer Foster Farms, a robust social media presence is required to address the questions and provide the reassurance that consumers actively seek.

“Increasingly consumers are asking more and more questions about where their food comes from and how it is made,” said Ira Brill, Foster Farms’ Director of Communications. “Our commitment to product quality is at the heart of authenticity, and Foster Farms is one of the west’s true authentic brands — having been founded in 1939 on the values of locally grown, and continuing as a family owned company today — has continuously evolved to include digital and social media tools to enhance our consumer engagement and contribute substantively to consumer conversation. From engaging influencer programs, to enticing recipes and social media content, Foster Farms aims to be a part of the discussion at every touchpoint.”

Photos courtesy of Foster Farms Instagram

Building Authenticity with Influencers

Social marketing strategists at Collectively understand how deeply consumer brands and consumers value authenticity.

“Influencer marketing works best when creators are empowered to make decisions about how best to present a brand story to their audiences,” said Natalie Silverstein, Collectively Vice President of Brand, Marketing and Culture.

“Creators are truly the experts in understanding what resonates with the people they’re in dialogue with every day. Authenticity shines through when an influencer actually believes in the product and has integrated it into their content in a way that feels almost effortless.”

Photos courtesy of Collectively Instagram

“For our food and beverage clients, we’re bringing opportunities to a wider set of creators beyond the more expected food and cooking influencers — lifestyle, health and wellness, parenting, photography, and more.”

Silverstein agrees authenticity is a higher priority now for food and beverage brands: “‘Authenticity’ has been the most-used buzzword of the industry for quite some time, and it continues to be a key goal for most brands. We believe this is a direct result of the broader cultural transformation around trust in institutions and other traditional gatekeepers of information.”

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