Crisis communications:
Kikkoman Foods, Inc.

Challenge

Kikkoman Foods, Inc., located in Walworth, Wis., found itself in a potential crisis situation in the summer of 2004.  Facing an EPA violation for neglecting to acquire a necessary permit for regulating air emissions, Kikkoman was concerned about its ability to maintain its reputation as a positive corporate citizen and responsible environmental steward. 

Solution

Mueller Communications developed a strategic response model detailing the steps each key member of the Kikkoman team would be expected to take should the EPA’s announcement of the violation be picked up by the local media. 

Mueller Communications also drafted several media statements and talking points for key individuals of the Kikkoman staff. Appropriate reactive media responses were crafted to respond to four varying degrees of media inquiry, from a single call to a major television investigative exposé.

Results

Unlike other local companies cited by the EPA, Kikkoman received very little media attention because the company’s messaging diffused concern about the minor violation. Several media outlets decided not to print stories on the issue after learning about the nature of the violation from the written statement. The stories that were published did not generate any community relations problems.

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