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August 23, 2013
Heinz' Proportionate Crisis Ketchup Pour
 
When Brazilian health officials discovered traces of rodent fur in a batch of Heinz ketchup that was made in Mexico, the company made a calm, proportionate response on social media. Mediabistro's PR Newser finds the company's response "Bland but Effective." Food safety is paramount, Heinz said in a Facebook post, and the product "is no longer in the marketplace in Brazil."

"Part of the art of PR is deciding how to respond," PR Newser notes, "and in this case the brand simply wouldn't have benefitted from making this case out to be more than what it is: an unfortunate, unappetizing but extremely common occurrence in the food industry."  Heinz kept its cool. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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