American Peanut Council Case Study

Daniel Tisch, Alison George

Abstract


This case study documents the work of Argyle Communications for the American Peanut Council to maintain confidence in the safety of US-grown peanuts in face of a devastating salmonella outbreak resulting in record-breaking product recalls. The strategy aligned the industry with the public interest by building communications capacity, providing accurate information, engaging leading food safety expertise and developing an industry consensus on a long-term food safety and public communications plan. Program measurement showed rapid recovery in consumer opinion, sales and consumption. The program demonstrates the achievement of the Council’s most fundamental goal: protecting public confidence in the safety of its products. 

©Journal of Professional Communication, all rights reserved.


Keywords


public relations; case study; crisis communications; strategic communications; American Peanut Council

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DOI: https://doi.org/10.15173/jpc.v4i1.2619


Daniel Tisch
http://argylecommunications.com
Argyle Communications
Canada

Alison George
http://argylecommunications.com
Argyle Communications