Countering adverse publicity

We were approached by the manufacturer of a then recently-approved food additive to help with the launch of a food product containing this additive on a particular European market. The company was worried about possible adverse reactions from selected scientists and / or politicians based on publicity driven by competitors, which could have resulted in difficult market conditions.

How we helped: We conducted an extensive mapping exercise to identify all influencers who could potentially be involved in the debate on the new additive, and identified the most important stakeholders and potential allies in scientific, industrial, administrative, political circles.  Prior to the launch of the product, we brought sound scientific information on the product to a number of key people, and established good relationships with them. Despite minor attempts by some players to jeopardize the launch, it was very successful and the product did not suffer any adverse publicity.