Her Voice Blog

It is always important to have a crisis plan in place before the actual crisis ever arises. Progresso did not follow that idea and is consequently facing major PR problems. While a number of recent studies found that the presence of bisphenol A (BPA) in food packaging can have serious health ramifications, Progresso decided to continue using it. The studies, dating back to October 2010, linked BPA intake with infertility, cancer and cardiovascular diseases. The use of BPA in certain food and drink packaging has been banned by the European Union and the Canadian government.
Campbell’s Soup announced in March of this year that they would be eliminating the use of BPA in cans as soon they finish developing an alternative. As customers became more aware of the potential dangers of BPA, other companies have also made similar declarations. Progresso has not made this statement, instead insisting that there is no conclusive proof that BPA is dangerous. They will, however, begin work on an alternative packaging process that eliminates BPA.
Progresso’s response to this situation is a classic PR disaster. The company stayed silent even as consumers demanded change and a major competitor took a big step in eliminating the controversial chemical. Campbell’s announcement should have prompted Progresso to make healthier changes and denounce BPA as well. However, not only does Campbell’s packaging still contain BPA, but they have yet to release a timetable on when they will fully phase it out. Despite this fact, almost the entire consumer backlash has been directed at Progresso.
Facebook users have bombarded Progresso’s page with negative comments about the continued use of BPA, and an online petition demanding that Progresso eliminate BPA has reached 117,000 signatures. The only public statement that Progresso has made on the situation has been a copy-and-pasted response to each critical post on their Facebook page. Unfortunately, this kind of response could result in the loss of many customers.
Progresso’s failure to handle this PR nightmare should serve as an example for all companies. Timing is critical for shaping a consumer’s opinion, and by allowing Campbell’s Soup to make the first statement on the topic, Progresso let a major competitor frame the argument. It’s vital that companies respond as quickly as possible in a crisis situation, especially when the consumers are already aware of the problem. Our agency, for instance, works closely with all of our clients to make sure that we are prepared for the worst case scenario. Progresso’s PR team should have prepared a plan for the potential backlash that resulted from using this chemical, and should have communicated with honesty and transparency. Regardless of whether or not the chemical is actually harmful, a large number of consumers believe that it is. Now those consumers see Progresso ignoring a major problem while Campbell’s appears to be facing it head-on. Is your company prepared for a similar situation?
FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.