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

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
Introduction
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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
radish in a standard
size
Remnant
If not used for
dumpling filling,
trashed
Dumpling Filling
Garbage Dumplings?
Final Pickled
Radish product
Dumpling Filling
Dumplings
What went wrong?
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KFDA’s Communication Perspective
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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.
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What went wrong?
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KFDA’s Communication Perspective
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Did not show contrition for mistakes or take
full responsibility for its inappropriate actions
Stonewalling, whitewashing, blame shifting
 Inconsistent communications
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Failed to disclose critical information
Why did it go wrong?
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Management perspectives
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Ignored signals of an impending crisis
Ignored reports from regional offices
 Ignored police request for cooperation
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Relied on information provided by the police
and media, rather than its own judgment and
investigation
Why did it go wrong?
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Communication Perspectives
Communication breakdown with other
governmental agencies
 Internal communication breakdown
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The position of KFDA on the issue had not been
shared among the staffs
 Critical information was not available readily or
communicated effectively
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Why did it go wrong?
Public relations public information model
rather than two-way symmetrical
communication
 Organizational factors
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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
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Why did it go wrong?
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Lack of understanding of media practices
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The need for public relations professionals to
understand journalistic practices
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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
relationships
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Ripple Effects
Dumpling
Industry
Media
KFDA
Issue Amplification
Communication
Excellence
Decrease in sales
Unemployment
Went into default
Lost consumers
trust
Frozen Food Industry
National Economy
Police
International Relations
National Image Impair
Lost of
Public
Trust
Lessons learned
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Empowerment of public relations affect communication
excellence
Be a responsible and dependable information source.
Learn about the media and understand journalistic
practices
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