Tagged: product reputation

Aspen’s Crisis Expensive


There is a full page spread today on page 16 of the Star newspaper featuring an advertisement by Aspen Nutritionals entitled ‘’ASPEN’s S26 ASSURANCE OF QUALITY’’

Obviously such an advertisement is costly, but what is more important? Protecting your Reputation or the cost? The advertisement clearly spells out what makes the product great.

See also statement: Aspen Pharma – News Room – Quality of S-26 in South Africa Guaranteed http://bit.ly/T2JG2

The Tanzanian Health authorities recently withdrew S26-1 from the market in that country following 4 complaints regarding the quality of the product. The advertisement spells out the reasons – possible counterfeiting and non-adherence to required storage conditions. It further states that Aspen is actively investigating the matter and will take measures required to ensure the matter is managed.

This example offers a number of lessons for companies and Leaders:

j0431001 1. Is your company prepared for a crisis? Crisis can come in many shapes and sizes, from life safety to product safety crises to just plain allegations  and rumours.  Have you done your homework about what could go wrong and planned the relevant response? Realise that planning for a potential crisis, actually start when you launch a product.

2. In any crisis, there are a number of communication challenges. Have you planned your messages and with whom you need to communicate and on what basis?

3. Has your organisation actually simulated, tested and had your crisis plans audited by a 3rd party to provide objective oversight?

Research shows that those companies who respond quickly and decisively in a crisis**, weathers the storm best.

How prepared are you?

** REPUCOMM – my consultancy has a Crisis Management & Crisis Communication Toolkit available for purchase. This toolkit available as a download or on CD contains all the necessary information to design, develop, write and test a crisis management & crisis communication plan. It provides a fast start and could make the difference between failure and success.

Depends though on a simple premise. What do you cherish the most – Your Reputation or the cost involved in planning and prior preparation?

Your Choice!

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