Lessons in Crisis Management

Michael McCain, president of Maple Leaf Foods (not a client), in the midst of a full recall of the food products made in its Bator Road facility at a news conference yesterday as quoted in The Globe and Mail:

"Going through the crisis there are two advisers I've paid no attention to. The first are the lawyers, and the second are the accountants. It's not about money or legal liability, this is about our being accountable for providing consumers with safe food."

Maple Leaf Foods full page "open letter" in today's The Globe and Mail:

"This is a terrible tragedy. To those people who have become ill, and to the families who have lost loved ones, I want to express my deepest and most sincere sympathies. Words cannot begin to express our sadness for your pain."

Comments

[David Jones]

They are getting good advice from Fleishman-Hillard. It's nice to see a CEO like Michael McCain talk plain and publicly kick the lawyers and accountants to the curb in a situation that requires the public's confidence to be rebuilt.

I hope other CEOs pay attention to the way Mr. McCain is handling this crisis situation from a PR point of view.

[Boyd Neil]

The tale will only ultimately be told in how quickly Maple Foods' business and share price rebounds.

[Robert Merrick]

Maple Leaf has also done a good job of articulating the limits of quality control: "We have an unwavering commitment to keeping your food safe ... But, this week, our best efforts failed and we are deeply sorry." (from the G&M apology).