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Submitted by Jennifer Donahoe, PR & Social Media Account Director, Planit

On June 4, 2019, shocking and gruesome undercover video broke showing animal abuse at a dairy farm in Indiana where the popular milk brand Fairlife produces its milk.

Originally posted on social media, the video quickly went viral and national media and local media across every major market in the country covered the story. The words “horrifying,” “torture,” and “disturbing” became synonymous with the Fairlife brand.

The result? The brand’s perception was immediately damaged and public trust tanked, with customers banning the product, and chains such as Jewel-Osco, Casey’s Foods, Family Express and more pulled Fairlife milk from shelves. In response, not surprisingly, the “where to buy” section of Fairlife’s website was taken down.

As communicators, there’s a lot we can learn from this crisis. When Fairlife responded, how Fairlife responded, and most importantly, what Fairlife did in reaction to the crisis, will all be discussed on July 18 at PRSA Maryland’s conference session on How a Crisis Can Become an Opportunity.

You will learn:

  • How to prepare for a crisis
  • Rules of effective crisis response
  • What works – and what doesn’t work – in a crisis
  • Key messages to communicate, regardless of the crisis
  • The most important question to ask in a crisis
  • When to respond in a crisis

We’ll discuss all this and more, analyzing major recent crises to help you prepare for the foreseen – and unforeseen – so that your business or clients are ready no matter when or how a crisis strikes.

The reality is a crisis can happen at anytime to any company. If you’re ready to prepare and protect your client or brand, this session is for you.

Click here for more information on this session and more!

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