Silver Anvil Awards: National Peanut Board Responds to Recall of More Than 3,000 Products

The PRSA 2010 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.

 

Join us as Deb Radman, APR, PRSA Fellow, speaks with Marie Fenn, president and managing director, National Peanut Board, and Mark Dvorak, APR, vice president, GolinHarris International, about how the National Peanut Board responded to a recall of more than 3,000 of its products.

 

In 2009, the National Peanut Board faced a growing crisis as the recall of 3,000 of its peanut products comprised the largest food recall in U.S. history. On behalf of America’s 10,000 peanut farmers, the organization handled the crisis by responding quickly and efficiently, educating consumers and the media to ultimately restore trust in U.S.A.-grown peanuts and peanut products. The campaign not only reversed a downward trend in sales, but resulted in a volume increase over the previous year.