Tools of Anti-Crisis Communications in Food Industry (on the Example of "Unhealthy" Ingredients)

The subject of anti-crisis communications is a well learned and described area. However, recent years tend to come up with new cases which cannot be solved with crisis typologies that had been created before. The present work is dedicated to the research of anti-crisis communication strategies in food industry, namely, the cases about products that are not proven to be harmful, though described as such by mass media and other sources. The presented cases are about delimitation of: selling beer in a PAT bottle, using palm tree oil in producing foodstuff, and producing genetically modified groceries. The present study features the description of theoretical and methodological research basis; a detailed description of each case is also provided. The tools used in anti-crisis campaigns are also revealed in the present study. As a result of the present study, an attempt of an optimal anti-crisis strategy is presented. This optimal strategy appears to be a combination of several strategies that have already been described in theoretical literature, along with several new tools that allow to come up with an effective anti-crisis campaign.