Last Crisis Scenario

Well, it seems that we have run out of time for this crisis to truly play out.  You guys are also way too clever - there were no rookie mistakes in this class!

I think responding to the blogger is a must and I too like the idea of saying that we are constantly testing our products to ensure their safety while emphasizing that we have been using the same ingredients for 96 years.  For now, it is probably not a good idea to give the blogger a tour of the facilities but what can be done is to create the video anyway about the process of making the candy corn (and making sure the video focuses on the process rather than the ingredients) and giving the blogger first dibs on posting it to his site.  I might also consider sending all the bloggers I track a Halloween treats bag just to continue to maintain friendly blogger communications.  And if the study ends up being conclusive at any point, I would of course reach out to the blogger first and foremost to make sure they had our side of the story.

I would then work with the corporate communications team to begin assembling an independent panel of scientists as Sarah suggested to form an advisory board to Trach's.  This way if a crisis did come out as a result of this testing, the company would be well prepared to have advocates in place that could help to balance the story.  Since there has never been conclusive evidence of the link between food dye and ADHD and Trach's is not alone in using this particular food dye, it seems that they wouldn't necessarily be singled out even if the story did break.  The only two issues that concern me are 1.) that Trach's is testing this on rats and you never know when/if PETA will make this is an issue if it is not public information and 2.) the chance of a whistleblower at the FDA releasing the study.  There are some things though that you can never really be prepared for unless it happens and this could be one of those times.

Thanks to all for participating!