Horsemeat in Australian food: How do you handle the PR fallout?

CommsCon_social media_HorizontalA live crisis simulation will take place at next weeks CommsCon event, with an expert panel taking to the stage to respond in real time as damaging revelations emerge about a hypothetical FMCG client who has been found to have horse meat in its products.

The session will feature a live command centre displaying the issue as it unfolds across the digital and social media ecosystem.

Douglas Wright, MD of Wrights PR, Brian Shrowder, director of crisis and issues management at Hill+Knowlton Strategies, and Chris Grosse, head of social media and digital marketing at Fox Sports, will play the roles of different stakeholders as they respond to the crisis, including a government spokesperson trying to spin the issue, a hostile media representative and the communications head of the affected brand.

They will develop various scenarios to respond to a hypothetical topic: what if horsemeat were found in the Australian food supply chain? The simulation has been inspired by events in the UK, where horsemeat has been found to be in a large number of beef products, leading to drastic changes in food buying habits.

Audience members will be invited to contribute to the hypothetical crisis.

CommsCon takes place in Sydney next Thursday March 14. Details of the programme – aimed at PR and communications professionals – are available via this link.


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