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Improving Food Safety and Risk Communication Essay Example

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Improving Food Safety and Risk Communication

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Improving Food Safety and Risk Communication. In this state of crisis, it is evident that not only the public gets the impact but also key stakeholders within the company. After receiving this food safety crisis in the media, it would be imperative for the company to move into action not only to repair the lost reputation but also to reassure public that everything is in control. Grunig’s Situational Theory establishes that identification and classification of the public based on their level of awareness provides a clear channel through which to prioritize communication. Classification of the public as well depends on the level of their readiness to do something after the crisis. There is four main public to handle. These include nonpublic (those people who are not aware of the problem), latent publics (the group that rarely recognizes a problem), aware public (acknowledges that there is a crisis), and active public (this group knows there is a problem and is ready to react) (Arpan &

Roskos-Ewoldsen, 2005, p. 428).  The Roaster’s Fast Food management should purpose to handle the latent and aware public. Internally, the aware public includes those employees that realized the existence of the crisis and were unsure of their fate (Barton, 2001, p. 67). It would be crucial to handle this group by reassuring them that everything is under control. Employees need to be reassured of their job security after the media marred the company’s reputation. In most cases, employees panic that the company may not be profitable anymore and closure is inevitable. The company should organize meetings with employees to inform them about the media release. Workers should know what would likely come out of the entire episode.  The incidence of food poisoning crisis raises much personal concern from the latent public. The first move would be to use the company’s blog to reassure consumers that the incidence actually emanated from misunderstanding. The move is to retain the confidence of loyal customers. Most studies propose the use of blogging as a radical way to establish that the company is still a trusted authority. Improving Food Safety and Risk Communication.

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