Ronald N. Levy (Oct. 21, 2013): Seriously, the "we're working to regain trust" statement is a mistake
because (a) it creates additional media coverage on the problem, and (b) a consumer can feel that maybe the company is succeeding but maybe not so it makes sense to pick a different brand.
A better answer could be "we've rought in safety consultants from three gret universities [that are named] plus IBM equipment to make our chickens the safest ones on earth."
That's what marketers call a parity claim: not an assertion of being safer than everyone else's but at least tied with the best and being in the world's safest group.
With PR skill this could get enough ink and airtime, with consultant professors and their biographies getting enough online exposure, so sales actually surpass the pre-crisis levels.
This is what great PR teams can accomplish--not just corporate survival but using media and public interest, plus important improvements, to get sharply increased sales.
RF Binder advertises on this NL: "We help cients do things differently." It's true. But also true, sadly, is the reality that some in PR help clients do things in the same old way and get, unfortunately, the same results.
It's like continuing to fix an old machine again and again with increasing futility. America's great crisis PR teams of all sizes are showing that when a game is close and the whole future is at stake, a savvy batter can get not just a walk but a home run.