Presentation on theme: "January 14, 2005 Submitted to the Arthur W. Page Society"— Presentation transcript:
1How dumplings became garbage The Korea Food and Drug Administration’s handling of a food scare January 14, 2005Submitted to the Arthur W. Page SocietyCase Study Competition
2IntroductionIn 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.
3What are garbage dumplings? RadishPicklingTrimming pickled radish in a standard sizeFinal Pickled Radish productDumpling FillingRemnantDumplingsDumpling FillingIf not used for dumpling filling, trashedGarbage Dumplings?
4What went wrong? KFDA’s Communication Perspective Disclosing informationShould 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.
5What went wrong? KFDA’s Communication Perspective Did not show contrition for mistakes or take full responsibility for its inappropriate actionsStonewalling, whitewashing, blame shiftingInconsistent communicationsFailed to disclose critical information
6Why did it go wrong? Management perspectives Ignored signals of an impending crisisIgnored reports from regional officesIgnored police request for cooperationRelied on information provided by the police and media, rather than its own judgment and investigation
7Why did it go wrong? Communication Perspectives Communication breakdown with other governmental agenciesInternal communication breakdownThe position of KFDA on the issue had not been shared among the staffsCritical information was not available readily or communicated effectively
8Why did it go wrong?Public relations public information model rather than two-way symmetrical communicationOrganizational factorsLayers of approvals: hurdle for swift actionLack of dominant coalitionToo few PIO employeesJob rotation system does not value the need for specialization in communication
9Why did it go wrong? Lack of understanding of media practices The need for public relations professionals to understand journalistic practicesUse of sensational wordsMedia should be treated as a public: If you do not provide information, you have no control over what will be reportedBlaming media does not work toward building relationships
10Ripple Effects Dumpling Media Industry Issue Amplification Commun- Decrease in salesUnemploymentWent into defaultLost consumerstrustFrozen Food IndustryNational EconomyInternational RelationsNational Image ImpairMediaIssue AmplificationCommun-icationExcellenceKFDALost ofPublicTrustPolice
11Lessons learnedEmpowerment of public relations affect communication excellenceBe a responsible and dependable information source.Learn about the media and understand journalistic practicesIn the public sector, building efficient communication with other organizations is criticalBe responsible with actions and communicationTrust is the most valuable asset in the entire public relation process