Webinar to Explore Media Relations Lessons from Peanut Butter Recall

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"Every company that could face a future product recall, whether in the food industry or not, needs to incorporate the lessons of this massive peanut butter recall into their emergency communications plans," says Dean Rotbart, an award-winning investigative reporter who has reported on product recalls since 1980. Rotbart will host a 90-minute webinar later this month to examine which companies have handled this recent crisis well, and which have not.

Media Relations Lessons from the 2009 Peanut Butter Recall

Which companies handled media relations well during the ongoing peanut butter recall and which ones erred will be a core focus of a 90-minute webinar to be hosted late this month by an award-winning investigative journalist.

In addition, the webinar, titled "Media Relations Lessons from the 2009 Peanut Butter Recall," will examine which news organizations and which specific journalists did the best - and worst - job keeping consumers, businesses and investors informed. Registration for this seminar is only $69.95 and includes exclusive briefing materials.

The webinar will be conducted on Friday, February 27th at 2 p.m. EST and is being presented by health.newsbios.com, a journalism service that provides in-depth dossiers on the world's most influential health and medical journalists. health.newsbios.com is an affiliate of NewsBios.com.

"Every company that could face a future product recall, whether in the food industry or not, needs to incorporate the lessons of this massive peanut butter recall into their emergency communications plans," says Dean Rotbart, who won multiple prizes for his reporting both while he was a reporter and columnist at The Wall Street Journal and in the years since. Rotbart, who first began covering product recalls in 1980 when Procter & Gamble removed Rely tampons from shelves, has reviewed the reporting and reactions of dozens of key journalists and companies that have been in the spotlight as a result of the recent salmonella outbreak linked to peanut products.

Some of the companies that Rotbart will discuss are household brands, including Kellogg, Hershey, Nestlé, Clif Bar and J.M. Smucker. Others distributed affected peanut products, including Costco, Kroger, Rite Aid and General Nutrition Centers. Rotbart will also look at the communications effectiveness of the FDA, CDC, American Peanut Council, and Trust for America's Health, among others.

Rotbart will examine how various reporters and news organizations handled their recall coverage, including specifically: Gardiner Harris, The New York Times; Julie Jargon and Jane Zhang, The Wall Street Journal; Maggie Fox, Reuters; Elizabeth Cohen, CNN; Catherine Larkin, Bloomberg News; Mike Huckman, CNBC, Lyndsey Layton, The Washington Post and others.

None of the companies, journalists or other organizations listed are affiliated with this webinar, which promises an "independent, blunt review" of their performance.

The 90-minute session will include an opportunity to ask questions to Rotbart, who has trained senior-level corporate media strategists for more than two decades. Among the materials each registrant receives will be exclusive biographical profiles of a dozen influential journalists.

Those wishing to register must email their names, phone numbers, and company affiliations to: webinar@health.newsbios.com. A webinar service representative will then reply to answer any questions and confirm reservations. Space for the conference is capacity constrained, so health.newsbios.com urges those wishing to participate to register early.

More information on the webinar can be found here.

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DEAN ROTBART
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