How come dumplings become garbage? The Korea Food and Drug by F8bZ59


									How dumplings became garbage

 The Korea Food and Drug Administration’s
         handling of a food scare

                 January 14, 2005

      Submitted to the Arthur W. Page Society

             Case Study Competition
   In early June 2004, the police reported that
    some food firms supplied dumpling filling made
    of trashed pickled radish remnants.
   The issue was picked up by the media as a
    “garbage dumpling” scandal.
   The Korea Food and Drug Administration
    (KFDA), a governmental agency responsible for
    food and drug safety, was involved in the case.
   KFDA lost the public trust as it continually
    mishandled related communications.
 What are garbage dumplings?

Radish        Pickling     Trimming pickled        Final Pickled
                           radish in a standard    Radish product

                                                  Dumpling Filling

                         Dumpling Filling
  If not used for
  dumpling filling,
  trashed             Garbage Dumplings?
              What went wrong?
   KFDA’s Communication Perspective
       Disclosing information
          Should have released confirmed information only.
          Use of passive communication techniques
           encouraged the media to turn to less
           knowledgeable sources, resulting in wide
           circulation of inaccurate information.
              What went wrong?
   KFDA’s Communication Perspective
       Did not show contrition for mistakes or take
        full responsibility for its inappropriate actions
          Stonewalling, whitewashing, blame shifting
          Inconsistent communications

       Failed to disclose critical information
             Why did it go wrong?
   Management perspectives
       Ignored signals of an impending crisis
          Ignored reports from regional offices
          Ignored police request for cooperation

       Relied on information provided by the police
        and media, rather than its own judgment and
            Why did it go wrong?
   Communication Perspectives
     Communication breakdown with other
      governmental agencies
     Internal communication breakdown
         The position of KFDA on the issue had not been
          shared among the staffs
         Critical information was not available readily or
          communicated effectively
        Why did it go wrong?
 Public relations public information model
  rather than two-way symmetrical
 Organizational factors
     Layers of approvals: hurdle for swift action
     Lack of dominant coalition

     Too few PIO employees

     Job rotation system does not value the need for
      specialization in communication
              Why did it go wrong?
   Lack of understanding of media practices
       The need for public relations professionals to
        understand journalistic practices
            Use of sensational words
     Media should be treated as a public:
      If you do not provide information, you have no
      control over what will be reported
     Blaming media does not work toward building
                      Ripple Effects
             Media                                 Industry

                         Issue Amplification
                                                Decrease in sales
                                                Went into default
Commun-                                         Lost consumers
  ication    KFDA                                     trust              Lost of
Excellence                                                               Public
                                               Frozen Food Industry

                                               National Economy
                                               International Relations

                                               National Image Impair
                Lessons learned
   Empowerment of public relations affect communication
   Be a responsible and dependable information source.
   Learn about the media and understand journalistic
   In the public sector, building efficient communication with
    other organizations is critical
   Be responsible with actions and communication
   Trust is the most valuable asset in the entire public
    relation process

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