Handling of the media during an incident in Romania involving dioxin contamination of yoghurts
A.I. Nicolau, Dunarea de Jos University of Galati, Romania
The case study describes what happened in 2007 when the mass media released the news that two batches of fruit yoghurts produced by the Romanian unit of a global company were suspected of being contaminated with dioxin and two lots of its products were banned by local food safety authorities. The mass media’s comments on these events and their effects on consumers and the company image are presented. Details of the measures taken by the company to ensure consumer safety and the strategy devised for communicating with consumers are revealed, along with measures taken by national ...