Every company doesn't matter how big and successful it is can be strike by crisis anytime. That's why it’s important to have an “IF case” plan prepared. In this blog you will find out time periods which are important for crisis, steps for solving the crisis and how to communicate in this particular time. What are the types of crisis? As well you will notice who is responsible for certain action. In the end, you can read a Slovenian case about bad product on the market and how the company solved it and what were the steps and the sequence of acts. To make blog more interesting I also find some interesting video clips which are representing the written theory. What is in common to all crisis is that: unexpectedness, uncertainty and time pressure.

Case: Poultry Ptuj and Poli salami


Poli is a chicken salami, produced by Poultry Ptuj and aslo by subsidiary companies. Poli is on the market for 30 years and is a good example of strong Slovenian food brands. Poli Group products are sold very well in the markets of Scandinavia to the Mediterranean.
A huge public excitement caused news of the positive outcome of the analysis of the presence of genetically modified organism in the salami "Mini-poly", which is produced by a subsidiary company "Poultry Ptuj in Croatia". Analysis shown that the contain of genetically modified soyabeans organisms in Mini Poli is above the allowed limit.
Let's see how did they communicate and how did they resolve the company reputation. Here is a Schedule of acts:
  • 02/03/2004 The Minister for Health and Deputy Prime Minister of the Republic of Croatia published that increased genetically modified content organisms has been found in 4 food scale and between them also the salami Mini Poly produced by a manufacturer of Poultry Ptuj – PP Pipo Cakovec.
  • 03/03/2004 the leadership of Poultry Pruj ordered that all Poli brand products manufactured in PP Pipo Čakoved has to be withdrawn from sale in Croatia and replaced with Poli brand products from Slovenia. At the same time, at the press conference in Zagreb the general director of Poultry Ptuj presented the technology of production and controling in the PP and apologized for the event in Croatia. 
  • In Croatia, in the case of Poli open a broad debate on genetically modified organisms.
  • 12/03/2004, Regulation of share of genetically modified organisms in the products, which has become equal to EU regulations has been verified.
  • 19/03/2004 Director of the PP-Pipo Čakovac resigned, new director has been nominated.
With sales operations and references in the business public of Perutnina Ptuh in Croatia they were able to maintain the presence in the trade network in Croatia.
The communication activities strengthened the message of subjective responsabitiy in a subsidiary PP - Pipo Cakovec and also about saftey any quality, but without advertising projects.
  • 26/03/2004 the Ministry of Health said to the Croatian media that they found 19 other cases, but that tehy will not mention the names because it would harm the Croatian economy.
Poli was therefore the only food product whose name was mentioned in public. The economic loss of all public discussion was limited exclusively to the PP Čakovac Pipo.

Communication activities:
  • 02/03/2004: PRESS RELEASE Cakovec
  • 03/03/2004: PRESS CONFERENCE in Zagreb, Press release Zagreb, Press release Ptuj
  • LETTER TO EMPLOYEES (intended for the employees in a subsidiary in Cakovec send
  • by Kresimir Lovrenčič, General Director of Poultry Ptuj - Pipo d. o. o. Cakovec)
  • LETTER to the business partners (sent to all business partners of Poultry Ptuj, sent by Dr. Roman Glaser, chairman and General Director of Poultry Ptuj)
  • 06/03/2004: PRESS RELEASE, Belgrade, Sarajevo, Skopje
  • POLI AD: »Who works, sins«
  • 09/03/2004: PRESS RELEASE, Ljubljana
  • 16/03/2004: PRESS RELEASE, Ptuj
  • 18/03/2004: PRESS CONFERENCES in Belgrade
  • 25/03/2004: PRESS RELEASE, Ptuj
  • 11/05/2004: PRESS RELEASE, Cakovec: Press release and interviews (Dr. Roman Glaser (general director), Branko Vodušek – External consultant for public relations).
Other:
  • 23/03/2004 to 25/03/2004: PROFESSIONAL AND STUDY VISIT - BIH MEDIA
  • 11/05/2004 to 13/05/2004: PROFESSIONAL AND STUDY VISIT - MEDIA MACEDONIA
  • 27/05/2004 to 28/05/2004: PROFESSIONAL AND STUDY VISIT - CROATIAN MEDIA
  • 01/03/2004: PRESS RELEASE (Split) – A healthy way of life - sport games and young healthy Poultry Ptuj – Pipo nutrition, (Šegović Predrag have signed a sponsorship).
  • 18/03/2004: PRESS RELEASE (Ptuj) - Poultry Ptuj: Care to develop a local area is reflected in Grant institutions that can help the widest circle of people (in a hospital donation Ptuj).
  • 21/03/2004: PRESS RELEASE - Poultry Ptuj to Europe's competitiveness through quality and Slovenian origin.
  • 25/03/2004: PRESS RELEASE (Belgrade) - Poultry Ptuj donating 16 tons of food aid for Kosovo population.
  • 08/06/2004: PRESS RELEASE - Experts confirm the unsurpassable quality of meat from Poultry Ptuj.
  • 29/06/2004: PRESS RELEASE - Experts confirm: Perutnina Ptuj products are simply the best
  • 01/07/2004: PRESS RELEASE - Poultry Ptuj has donated a painting exhibition to local communities for 8th year in a row. 
*Example is taken from the thesis "Krizno komuniciranje v Perutnini Ptuj d.d. - Gensko spremenjena Poli na hrvaških prodajnih policah" written by Barbara Stopinšek.
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