1. How dumplings became garbage The Korea Food and Drug Administration’s handling of a food scare
January 14, 2005
Submitted to the Arthur W. Page Society
Case Study Competition

2. Introduction
In early June 2004, the police reported that some food firms supplied dumpling filling made of trashed pickled radish remnants.
The issue was picked up by the media as a “garbage dumpling” scandal.
The Korea Food and Drug Administration (KFDA), a governmental agency responsible for food and drug safety, was involved in the case.
KFDA lost the public trust as it continually mishandled related communications.

3. What are garbage dumplings?
Radish
Pickling
Trimming pickled radish in a standard size
Final Pickled Radish product
Dumpling Filling
Remnant
Dumplings
Dumpling Filling
If not used for dumpling filling, trashed
Garbage Dumplings?

4. What went wrong? KFDA’s Communication Perspective
Disclosing information
Should have released confirmed information only.
Use of passive communication techniques encouraged the media to turn to less knowledgeable sources, resulting in wide circulation of inaccurate information.

5. What went wrong? KFDA’s Communication Perspective
Did not show contrition for mistakes or take full responsibility for its inappropriate actions
Stonewalling, whitewashing, blame shifting
Inconsistent communications
Failed to disclose critical information

6. Why did it go wrong? Management perspectives
Ignored signals of an impending crisis
Ignored reports from regional offices
Ignored police request for cooperation
Relied on information provided by the police and media, rather than its own judgment and investigation

7. Why did it go wrong? Communication Perspectives
Communication breakdown with other governmental agencies
Internal communication breakdown
The position of KFDA on the issue had not been shared among the staffs
Critical information was not available readily or communicated effectively

8. Why did it go wrong?
Public relations public information model rather than two-way symmetrical communication
Organizational factors
Layers of approvals: hurdle for swift action
Lack of dominant coalition
Too few PIO employees
Job rotation system does not value the need for specialization in communication

9. Why did it go wrong? Lack of understanding of media practices
The need for public relations professionals to understand journalistic practices
Use of sensational words
Media should be treated as a public: If you do not provide information, you have no control over what will be reported
Blaming media does not work toward building relationships

10. Ripple Effects Dumpling Media Industry Issue Amplification Commun-
Decrease in sales
Unemployment
Went into default
Lost consumers
trust
Frozen Food Industry
National Economy
International Relations
National Image Impair
Media
Issue Amplification
Commun-
ication
Excellence
KFDA
Lost of
Public
Trust
Police

11. Lessons learned
Empowerment of public relations affect communication excellence
Be a responsible and dependable information source.
Learn about the media and understand journalistic practices
In the public sector, building efficient communication with other organizations is critical
Be responsible with actions and communication
Trust is the most valuable asset in the entire public relation process