The micro view of your reputation

Tobacco Companies Shouldn’t Become Health Brands to Fix Their Reputation. They Should Focus on These Issues Instead

Our analysis of the media debate around the demonised tobacco industry found that companies’ efforts to reposition themselves as health brands were met with significant backlash and inflicted additional harm to their reputation.
We suggest that tobacco PR and comms should focus on more viable goals, such as fixing the reputation of e-cigarettes and educating the public on nicotine, which is still believed by many to cause cancer.

Ferrero’s Kinder-Salmonella Crisis: Media Analysis Report

At the beginning of April 2022, Ferrero, one of the biggest chocolate and candy companies in the world, recalled Kinder Surprise products in the United Kingdom over a link to cases of salmonella, mostly in young children. A few days later, the company extended the recall as more cases were recorded in Europe, including Ireland, France, Germany, Sweden and the Netherlands. In addition, Ferrero voluntarily recalled some of its Kinder chocolates from the American shelves.

To analyse the media conversation around the salmonella outbreak and to evaluate Ferrero’s crisis communications approach, we compiled a report taking into account metrics such as key topics and messages, sentiment and most influential commentators.