Why the Message Matters

In the food industry, as elsewhere, change may be constant, but a lack of clear communication may cause resistance if not outright rejection. A few words of advice have been offered by Keena D. Lykins, a public relations senior account supervisor at Rhea + Kaiser Marketing Communications, based on her experience with various food and ingredient clients.

   –Lynn A. Kuntz

Chocolate Wars Beg for Communications Best Practices

In September, email loops and chat rooms buzzed with the news that the Hershey Company was using vegetable oil instead of cocoa butter in some of its products. After the news broke, Hershey issued a statement pointing out which products still contained milk chocolate and how the switch improved the flavor of other products. But the information was a little late in coming.

Reactions from friends in the blogosphere already ranged from horror to renouncing all Hershey products as any candy under that brand was now suspect. The latter may seem a bit extreme to some, but for people who ration a daily chocolate allowance, it was a logical step.

These self-professed chocoholics were quite passionate and opinionated. The conversations ranged from the optimal cacao content, the merits of milk chocolate and which manufacturer would now become their preferred source.

Given the enthusiasm many people have for chocolate, Hershey’s ingredients switch without fully disclosing its decision to customers and consumers provides an opportunity to remind everyone (not just Hershey’s) of a few guidelines straight from communications 101:

• Be transparent: Tell your customers about the change. What drove much of the discussion was the feeling of being duped, not that the change had happened.

• Be clear and concise: Know what you need to say, why you need to say it and who needs to hear it. Messages should always be truthful, clear and unwavering.

• Be consistent: Customers will remember what you said last year and won’t be afraid to remind you of it.

• Don’t forget the blogosphere: Remember that people talk, and with the Web readily available to most of us, these conversations range far beyond the front stoop. All aspects of the food industry, like most macro topics, are discussed ad infinitum on the Internet. Vet Web sites and blogs, as needed, to identify credible Web sites and consider developing an interactive communications strategy to address these audiences.

At the end of the day, too, remember that sometimes it isn’t about the message but the product. People who are passionate about a product—whether it’s chocolate, computers or cars—are your repeat customers and the ones most likely to notice change. Being proactive and following the guidelines above are ways to soften the reaction for decisions made and retain customer loyalty.

   –Keena D. Lykins