Lactalis, the 3 lessons of crisis communication

290SHARES I thought that after scandals like Domino's Pizza and Nestlé, which were the founding textbook cases of online crisis management, and more recently with horse meat, companies had acquired certain reflexes to preserve their reputation in full tormented. Being the world number one in milk imposes responsibilities and in particular that of knowing how to address your customers. In the crisis that Lactalis is experiencing today, I note 3 anachronistic errors. This company does not seem to have understood that poor communication is less forgiven today than the fault itself. Indeed, if the fault is judged on the technical ground by the experts, the responsibility in the eyes of the opinion is played out in the communication. The perception of guilt will lie not in the response that the company provides on the merits but in its crisis management posture. Therefore, the assumed guilt is even…

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