Crisis PR: Are You Ready to Take Down Your Website?
When crisis strikes, a previously unexceptional company website can quickly become an embarrassment This is what happened to frozen food company Findus when tests revealed that their beef lasagne was actually horse lasagne. At the time that this was revealed the company's website featured the offending product in the center of the home page, which is hardly surprising since this is one of the company's flagship products. More embarrassingly the text on the home page also emphasized "Using only the best ingredients and a generous pinch of imagination", which in the light of the contamination seemed at best inappropriate.The "best ingredients" seemed even more hollow than usual and the "pinch of imagination" ironic. Findus UK Website 9 February 2013 On 9 February Findus took down this page and replaced it with a simple statement about the crisis, in plain black writing on a white background. The text is apparently the text of a press re...