2015

Crisis Communication Plan

Response to Mandatory Product Recall due to Food-Borne Illness

Prepared by Megan Stein

April 6, 2015
Test Date June 9, 2015

Table of Contents
Message from our CEO..3
Acknowledgements....4
Purpose & Objectives.5
Internal Key Public..6-7
External Key Public.....8
Crisis Communication Team..9
Media Spokespersons10
Potential Interview Questions.11
Experts on the Issue..12
Emergency Contacts..13
Crisis Control Room Supplies..14
Crisis Control Room Setup...15
Key Messages & Dissemination of Key Messages..16
Pre-Information17
Press Release18
Evaluations19
Closing Statement..20

Message from our CEO

My high school agriculture teacher, Mr. Johnson, always
used to tell me, Proper planning prevents poor performance.
That saying is one that has rang true in every aspect of my
personal and professional life.
Here at Smithfield Foods our top priority is producing safe,
high-quality and nutritious foods. Food-borne illnesses of all
types are not something we at Smithfield Foods take lightly. To
ensure we have safe foods, we have implemented the strictest
quality checkpoints and produce the safest food our industry
has in existence. In the unlikely occurrence that our safety and
quality checkpoints fall through and our products are exposed
to bacterium, this crisis communication plan needs to be followed at the closest
detail.
Numerous food safety experts, branding analysts, and executives, including
myself, have evaluated this plan and have deemed it as protocol if a recall due to
food-borne illness is to take place. If this plan is not followed closely, our brand
may encounter negative imaging and distrust from our customers.
Our company thankfully has not been affected by any food-borne illnesses
that have affected our customers since our inception in 1936. Although, our
company has issued a recall in the past recovering over 38,000 pounds of sausage
due to foreign objects, plastic gloves, being found in our food. Our competitor,
Tyson, has issued recalls due to food-borne illnesses entering their products. We
want to ensure this does not happen to our company and if it does it is handled
with the utmost grace and consideration. Thank you for continuing to serve our
company and our strong values and core missions. Remember, Smithfield Foods
Good Food. Responsibly.

Regards,

C. Larry Pope
C. Larry Pope
CEO and President Smithfield Foods

Acknowledgements
By signing this document, I verify that I have read and reviewed this plans
and agree with their implementation, if necessary. The following
information shall be kept confidential and only used in a crisis situation.

Board of Directors
_______________________________
Chairman

___________________________________
Vice Chairman

_______________________________
Secretary

___________________________________
Treasurer

Executive Management
_______________________________
C. Larry Pope
CEO & President

___________________________________
Kenneth M. Sullivan
Vice President & CFO

_______________________________
Michael H. Cole
Chief Legal Officer

___________________________________
Bart Ellis
Operations Analysis

_______________________________
Michael D. Flemming
Corporate General Counsel

___________________________________
Keira L. Lombardo
Vice President of Corporate Affairs

_______________________________
Scott Sanders
President of Fresh Pork Production

___________________________________
Gregg Schmidt
President of Hog Production

_______________________________
Joseph B. Sebring
President of Packaged Meats Division

__________________________________
Parul Stevens
Vice President of Risk Management_
4

Purpose and Objectives

Purpose
In the unlikely circumstance that Smithfield Foods is required to
recall our product due to an outbreak of food-borne illness, we must
react proactively and quickly to ensure the trust of our valued
costumers. It is crucial to inform not only to inform our staff and
executive directors, but also to be as transparent as possible with our
stakeholders, the media, and most importantly the consumers. We
hope that we can provide adequate information as well as come to aid
the effected consumers of our product. It is our honest hope that
through handling this issue as promptly as possible, our consumers will
build additional trust with our company. Our goal is to be ethical as
possible while upholding our companys strong morals.

Objectives
S Identify the root of the pathogen immediately after a case
S
S

S
S
S
S

has been documented.

Assemble the Board of Directors for a meeting within the
hour of the first case.
Inform our stakeholders in an appropriate manner within a
four-hour window after the first case has been
documented.
Update the media and release our press statements within
six hours of the first documented case.
Hold a press conference before the end of the business
day.
Update all social media outlets within 48 hours of the
issue.
Maintain composure and ethical standards throughout the
crisis scenario.

Internal Key Public

In the event of a crisis situation, our first priority must be notifying all
individuals involved and whom the issue may affect. We need to ensure that
our Executive Management are the first to be made aware of the issue and
are given all of the information surrounding the problems, our Board of
Directors is to follow. Our goal is to keep them as up-to-date as possible so
they can analyze the damage that surrounds this event as well as prepare
themselves for the media influx our company will be receiving. The first
priority is to contact each of the members of the Executive Management
team by phone. If they cannot be reached via phone, a general email will be
sent out to all of our internal key stakeholders and they will be included on
that list.

1. Executive Management - Phone

Name

Title

Phone

E-Mail

C. Larry Pope

CEO &
President
CF0 & Vice
President
Chief Legal
Officer
Operations
Analysis
General
Counsel
VP Corporate
Affairs
President of
Fresh Pork
Production
President of
Hog
Production
President of
Packaged
Meats
VP of Risk
Management

757-655-9283

CPope@Smithfield.com

757-655-2344

KSullivan@Smithfield.com

757-655-6335

MCole@Smithfield.com

757-655-6598

BEllis@Smithfield.com

757-655-1283

MFlemming@Smithfield.com

757-655-0293

KLombardo@Smithfield.com

757-655-3434

SSanders@Smithfield.com

757-655-1934

GSchmidt@Smithfield.com

757-655-2934

JSebring@Smithfield.com

757-655-1995

PStevens@Smithfield.com

Kenneth Sullivan
Michael Cole
Bart Ellis
Mike Flemming
Keira Lombardo
Scott Sanders

Gregg Schmidt

Joseph Sebring

Parul Stevens

Internal Key Public

2. Board of Directors E-Mail
Name

Title

Phone

E-Mail

Wan Long

Chairman

1-103-4292

WanLong@Shanghui.com

Yang Zhuijin
Paul Trible
Frank Royal

Vice Chairman
Secretary
Treasurer

1-103-3945
431-294-3922
820-283-4926

Zhuijin@Shanghui.com
PTrible@tracoop.com
FrankRoyal@lynch.com

3. Shareholders E-Mail
4. Employees Internal Communications & E-Mail
5. Product Suppliers E-Mail

External Key Public

In the event of a crisis, it is our top priority to ensure that our
external entities are well-informed and educated about the issue at
hand. In this situation, our media outlets are our top priority to inform
them about the problem because they are our easiest connection to
the consumer. Media contacts need to be contacted by phone within
six hours of the problem coming to light. Our consumers will be
informed through social media updates and the revisions on our
website. Industry representatives are our last group and they shall be
contacted after the crisis has subdued to hear ways to prevent this in
the future.

1. Media Outlets - Phone

News Outlet

Contact

Phone

Email

MSNBC News

Evan Dailey

204-894-7893

EDailey@msnbc.net

CNN News

Haley Belsley

103-967-0606

HBelsley@cnn.com

FOX News

Logan Moffit

884-632-8520

LMoffitt@fox.com

USA Today

Rowan Towlen

392-897-6523

RTowlen@usa.com

The NY Times

Raymond Alen

837-985-9897

RAlen@nyt.com

The WA Post

Patty Lowsk

204-741-9630

PLowsk@wap.com

NPR

Kat McDonald

294-951-9846

KMcdonald@npr.com

2. Consumers Social Media

Our consumers have always been and will always be our top
priority. We will update social media frequently to keep them
informed of any developments

3. Industry Representatives Future Reference

8

Crisis Communication Team

The following team is comprised of individuals who will handle all
aspects of the crisis situation. They are to be assembled at the first
sign of a crisis and are each aware of their specific duties.
Name

Title

Morgan
Stone
Caitlin Provell

Director of
Communications
Media Specialist

Hunter
Burnsed
Sarah Harrell

FDA
Representative
CDC
Representative
Epidemiologist

Clayton Lyon
Kyle Garner
Landon Sapp
Lauren
Welborn
Jill Murph

Andy Paul
Chris Touhy
Tom Michaels

Director of
Public Relations
Communications
Liaison
Social Media
Director
Print
Communications
Director
Industry
Representative
Public Speaking
Coach
Human
Resources
Manager

Phone
Number
757-6552348
757-6552934
757-6559385
757-6559348
757-6552834
757-6555947
757-6558442
757-6550182
757-6552934

E-Mail

757-6559459
757-6559585
757-6559342

APaul@smithfield.com

MStone@smithfield.com
CProvell@smithfield.com
HBurnsed@smithfield.co
m
SHarrell@smithfield.com
CLyon@smithfield.com
KGarner@smithfield.com
LSapp@smithfield.com
LWelborn@smithfield.co
m
JMurph@smithfield.com

CTouhy@smithfield.com
TMichaels@smithfield.co
m

Media Spokespersons
As soon as our food products are tested positive for food-borne
illness, we must assemble the media spokesperson. Caitlin Provell is to
handle the situation and is in charge of managing the press conference
that will take place. She should be contacted by phone in all
situations. In the unlikely circumstance that Caitlin Provell cannot be
reached, our CEO, Mr. C. Larry Pope will serve as the Media
Spokesperson for the press conferences.

Contact Information
Caitlin Provell
Media Specialist
757-655-2934

CProvell@Smithfield.com
C. Larry Pope
President & CEO
757-655-9283
CPope@Smithfield.com

Interview Tips
S
S
S
S
S
S
S
S
S
S

Remain calm and collected at all times.

Do not answer questions with I Do Not Know.
Answer all questions directly.
Utilize a positive attitude in all situations.
Prepare key talking points to use in situations when you
are unsure on how to answer.
Use the phrase We in place of They or Smithfield
Always highlight the value of the consumer.
Utilize our core missions and values when responding.
Always thank the media for their time and consideration.
Be courteous and professional at all times.
10

Potential Interview Questions

Why is Smithfield not concerned about the health of your
customers?

Our number one priority is to ensure that we at Smithfield provide safe,

high-quality and nutritious foods to our customers. To ensure this promise to our
valued consumers, we have implemented the strictest quality standard that our
industry has in practice. We work closely with the Food and Drug Administration as
well as the United States Department of Agriculture to ensure the safest pork in
the nation. Our beliefs have not and will not change and we believe our customers
are the safest and most loyal in the nation.

How can consumers trust your company and their

products after this tragedy?

Our company has been in existence since 1936, and with our rich history is
paired a loyal and trusting costumer base. We aim to not only continue to please
our costumers but to gain new, valued individuals that have faith in our company
after this setback is handled.

Why did you not recall your products as soon as the first
case of illness was diagnosed?

We have a large Food Quality team at Smithfield with over 800 employees
strictly working on ensuring the safety of our products. Partnered with our Food
Quality team is our network of epidemiologists. As soon as we were made aware of
the issue, we immediately tracked down the shipments and issued an immediate
recall.

What are you going to do about the victims from this

outbreak?

Our CEO, Mr. C. Larry Pope, is currently visiting the families that have
purchased and ingested our products that came from the production line that
started this issue. Mr. Pope is happy to report that all of our costumers are doing
well and should be released to heal with their families at home.

Is the person responsible for this fired?

While our investigation into this issue is still proceeding, we promise that
this issue will be resolved in the quickest and most effective manner. We trust our
staff and see no future personnel changes after this minor setback is handled.

11

Experts on the Issue

If more information is imperative to continue on with the
investigation of the pathogen, please contact the following individuals
depending on the needs assessed in the situation.

Problems with Issuing a Recall:

Mr. Jeremy Loff

Food and Drug Administration Liaison
239-284-9827
JLoff@FDA.gov
Jeremy Loff works with our company in Washington DC to ensure our
quality standards are up to government protocols.

Problems with Contamination Containment:

Ms. Carter Pfeiff
Center of Disease Control and Prevention Liaison
492-034-2849
CarterPfeiff@CDC.gov
Carter Pfeiff is our companys contact with the CDC and will work with us in
regards to future prevention and the resolving of current issues.

Problems with the Fresh Pork Division:

Mr. Cooper Howard

United States Department of Agriculture Liaison
938-485-9016
CHoward@USDA.gov
Cooper Howard has been working with Smithfield for twenty-three years
and will be of assistance with our Fresh Pork Division.

Problems with Media:

Ms. Michelle Davis
Former Communications Director of Smithfield
302-493-5934
MDavis@FDACS.gov
Michelle Davis should be contacted if any media issues arise, due to her
experience with our company and our protocols.
12

Emergency Contacts
Smithfield Foods Food Safety & Quality Assurance Team
2200 E. Smithfield Circle
Smithfield, VA 44405
479-655-4000
Smithfield Foods Consumer Relations
2200 E. Smithfield Circle
Smithfield, VA 44405
479-655-6332
USDA Food Safety and Inspection Services
1400 Independence Ave., S.W.
Washington, DC 20250
382-847-2932
United States Food and Drug Administration
10903 New Hampshire Ave.
Silver Spring, MD 20993
948-192-9383
United States Center for Disease Control & Prevention
1600 Clifton Dr.
Atlanta, GA 30333
834-238-2345

13

Crisis Control Room Supplies

10 Tables
40 Chairs
2 Projectors
4 White Boards
20 Computers
5 Printers
2 Copy/Fax/Scan Machines
15 Telephones
4 TVs with Satellite
1 Refrigerator
5 Paper Shredders
10 Power Strips
20 Extension Cords
2 Cameras
1 Automatic Mailer Machine
Wireless Internet Access
2 Keurig Coffee Makers
2 Microwaves
Pencils
Pens
Markers
USB Drives
Copy Paper
Post It Notes
Trash Cans
Dry Erase Markers
Coffee K-Cups
Snacks
Water
Staplers

Equipment

Supplies

14

Hole Punches
Ink Cartridges
Calculators
Staples
Trashbags
Thumbtacks
Folders
Cups
Plates
Napkins
Hand Sanitizer
Plastic Silverware

Crisis Control Room Setup

Public Relations

Administration

Briefing Area

Media Support

IT Center

Snacks

15

Key Messages
In the unlikely event of a food-borne illness being traced back to
our products, we must present a unified front as a company to all of
the entities we come in contact with. The following information is key
messages that should be used whenever discussing the issue with
people from outside of our company.

SLOGAN OF CRISIS: Good Food. Still Responsibly.

S Smithfield Foods primary concern is for the healthy and
well-being of our consumers.
S Smithfield Foods has the highest of quality standards and
protocols implemented within our operation. We utilize
internal and external parties to ensure the safety of our
products.
S Smithfield Foods values proper food safety and utilizes
procedures to allow this throughout production.
S Smithfield Foods is committed to prevent an issue of any
nature from happening again in our company.

Dissemination of Key Messages

Aside from the Press Releases the Public Relations Department
has crafted a press release that will be sent to all media outlets, our
main messages will be relayed through a video clip from our CEO, Mr.
C. Larry Pope. This video is intended to target the consumers and the
basic video has already been created and the file is stored within the
Public Relations Department. All that needs to be updated is specific
details that Mr. Pope can film with the Social Media department and
they will insert the small clips into the video message. This video will
show that we are being transparent and our CEO is aware of our
minor setback and will restore faith in our consumers as a trusted
individual. All other dissemination will happen via social media.

16

Pre-Information
A media kit will be on-hand to relay our pre-approved
information to all of the media and family of the effected victims. The
kit will be available physically as well as electronically for download on
our website. Along with being informative, this kit must be well
designed and aesthetically pleasing. Our Media Specialist, Caitlin
Provell, must approve the addition or removal of pieces from this list.

S
S
S
S
S
S
S
S
S
S

Letter from a Pork Producer

Smithfield Foods Mission and Values
Letter from our CEO
Smithfield Foods History and Product Information
Information about Pathogen
Dean Foods Contact List
Dean Foods Call Center with Hours of Operation
Frequently Asked Questions List
All Internet and Social Media Links and hashtags
Coupons for our products

17

Press Release
PRESS RELEASE
FOR IM M EDIAT E RELEASE
[Insert Date Here]
Contact: Caitlin Provell
Phone: 757-655-2934
E-Mail: CProvell@Smithfield.com
Smithfield Foods Products Tested for Food-Borne Illness
Smithfield Foods Inc. has had products that have tested positive for [Insert
Contaminants Here]. Smithfield Foods has begun implementing its internal
response plan to ensure the most effective containment of the pathogen. This plan
calls for the removal of all [Insert Product Names Here] from the supply line as well
as the grocery stores. Samples of this product have tested positive from their plant
located in [Location Here]. The plant is now undergoing inspection and complete
disinfection. Smithfield Foods Inc. has been complying with the standards set by
the Food and Drug Administration, the United States Department of Agriculture,
and the Center of Disease Control and Prevention.
Smithfield Foods top priority has and always will be the production of safe,
high-quality nutritious foods for our consumers. Paired with this is the priority for
consumers health and safety. In 1997, they implemented the Smithfield Safe Food
program. The goal of this initiative is to reduce the hazard of food-borne illnesses
throughout the entire production chain. If an item is tested positive for any
pathogen, the entire production line that has been on that machinery is
immediately pulled for further testing. Additionally, Smithfield has set additional
quality standards that must be met before products are released.
Smithfield is completely transparent to all publics regarding their food
safety record and practices, as well as to our suppliers. The company prides itself
on providing the highest quality products while maintaining safety. Food-borne
illnesses and tainted meat are a concern for every consumer and producer.
Smithfield is dedicated to eradicate these issues and prevent the concern of these
problems.
Smithfield Foods Inc. is one of the worlds leading food companies. They
have been providing for the United States and the world with high quality food
since 1936. Smithfield employs thousands of employees nationally and is a $28.2
billion dollar company. For more information or questions visit our website,
smithfieldfoods.com.

18

Evaluations
After the crisis is contained, it is imperative that we evaluate the
effectiveness of this plan. The evaluation of this plan will identify what
worked well and examine parts of the plan that have a dire need for
improvement. The evaluation will examine the effectiveness of the key
messages, the response timeline, key publics, and outreach methods. The
results will be utilized to update and improve this and improve other
communication plans for future use.

Internal Focus Group

An Internal Focus Group is comprised of members of the crisis
communications team that have been previously identified to evaluate the process.
They are involved in all aspects of the crisis communications team. The focus group
will need to identify what went well and what areas need to be improved on. It is
necessary for these members to feel comfortable suggesting improvements. At the
end of the review, focus group members will be given an additional anonymous
survey asking them to explain in detail the problems along with any corrections
they have to their original statements.

Public Opinion Survey

A survey will be distributed to consumers who sought information and

reached out to us either through social media, or through our call center. We will
send a short survey via email or telephone asking them about their customer
service experience. It will ask in detail if they received a quality response to their
questions and what should be improved. The survey will ask them to detail their
opinion of Smithfield Foods dedication to food safety and quality. The end of the
survey will ask about the timeline they heard about the crisis and what they believe
we should do to reach out to consumers in the future.

Stakeholders Interviews

Stakeholders, including but not limited to investors, board members,

suppliers, employees, regulation officials, etc., will be interviewed to obtain their
opinion on the overall effectiveness of our plan. Their point of view will provide
valuable insight as individuals who are both internal and external to the issue. We
will ask them if they would like to take part in the future crisis prevention team or if
they have suggestions of individuals who would make a good fit. The interviews
are to be conducted one-on-one to ensure rapport is being built and to uncover
feedback that is both positive and negative to improve for future use.

19

Closing Statement
Smithfield Foods has always held the health and safety of

their consumers as its top priority. We take great pride in the

mission and core values of our company and wish that our ability
to handle this crisis is reflected them. We know that our company
can and will work together to enact this plan to effectively
contain and maintain our status as one of the top protein
producers in the world. By reading this plan, you have taken the
first step in ensuring that we can allow this possible crisis with it
having a minimal impact on operations. Thank you for reading
this plan and dedicating your service to providing a quality
product to our consumers. Remember, Good Food, Responsibly.

C. Larry Pope
President & CEO

20