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How to Handle Negative PR Using Social Media: Lessons from Boar’s Head’s Listeria Outbreak

   By: Hayden Jarman


When a crisis hits, the clock starts ticking, and your brand’s reputation is on the line.

The 2024 Boar’s Head listeria outbreak shook the food industry, highlighting just how quickly things can go wrong and how fast a company must act to contain the fallout.

This wasn’t just any recall—it involved multiple states, hospitalizations, and fatalities. The stakes couldn’t have been higher. And in the age of social media, every minute counts.

If you’re wondering how to handle a negative PR situation when it explodes across social platforms, Boar’s Head’s response offers some key lessons.

Today, we’ll break down how Boar’s Head used social media to get ahead of the crisis and how you can apply these strategies to your own brand when facing a PR disaster.

 

📝 Crisis Communication Alignment Quiz 🎯

Take this self-assessment to see how well your crisis communication is aligned across platforms and get personalized recommendations for improvement!

1. How quickly do you respond to a crisis on social media?



2. Do you post consistent messages across all platforms?



3. Do you have a central hub (like a website) for crisis updates?



4. How often do you engage with customers during a crisis?



5. Do you use visual content (infographics, videos) to clarify your crisis messages?



 

Answer all questions to see your score!



Table of Contents:


The Boar’s Head Listeria Outbreak: What Happened?

Let’s start by understanding the situation. In August 2024, Boar’s Head faced a massive challenge when their deli meats were linked to a multi-state listeria outbreak.

Here are the key details:

  • Date: August 2024
  • Product: Boar's Head deli meats
  • States Affected: 10
  • People Affected: 23
  • Hospitalizations: 22
  • Fatalities: 2

As soon as the CDC made the announcement, panic spread. The news cycle moved fast, with concerned consumers turning to social media for updates. With Boar’s Head’s reputation hanging in the balance, how they responded would determine the public’s perception moving forward.


Boar’s Head Social Media Response: A Blueprint for Action

In crisis situations, timing is everything. Boar’s Head wasted no time in addressing the outbreak. Their social media team was swift, transparent, and consistent, ensuring that the public had accurate information. Let’s break down their strategy.


1. Rapid Response: Timing Is Critical

When you’re dealing with a crisis, the faster you respond, the better. Boar’s Head issued its first public statement within 24 hours of the CDC’s announcement. Their social media posts started rolling out shortly after.

Why does this matter? In the first hours of a PR crisis, rumors, misinformation, and fear take over. The quicker you get in front of the story, the easier it is to control the narrative. Boar’s Head set a clear example of how speed equals control.


Here’s a timeline of their initial posts across key platforms:

Platform Time of First Post Type of Content
Twitter 10:00 AM (EST), Day 1 Text post with recall link
Facebook 11:00 AM (EST), Day 1 Full statement and recall info
Instagram 1:00 PM (EST), Day 1 Infographic on recall details



2. Transparency: Being Open and Honest

Boar’s Head didn’t sugarcoat the situation. They were upfront about the problem and kept the public informed with regular updates. Transparency builds trust, and in the heat of a PR disaster, that’s what you need most.


Example of Post:

“We’re deeply sorry to report that our deli meats have been linked to a listeria outbreak. We are working closely with the CDC and FDA to ensure the safety of our products. Please check our website for detailed recall information.”


Boar’s Head followed a strict transparency rule: don’t hide, don’t downplay, don’t spin. This approach reassured the public that the company was taking responsibility.


3. Consistency Across Channels: Staying Aligned

Consistency is key in any communication strategy, but it’s especially crucial during a crisis. Boar’s Head ensured that their message remained unified across all platforms, from Twitter to their official website.

By providing clear updates and directing followers to their central hub—their website—Boar’s Head ensured that the public received consistent, accurate information. This approach helped avoid confusion and made sure that customers had a reliable source of truth.


4. Active Engagement: Listening and Responding in Real-Time

Posting a statement is only half the battle. Boar’s Head also excelled in real-time engagement. They didn’t just push out updates—they actively monitored social media and responded to customer questions, concerns, and even criticism.

Using tools like Sprout Social and Talkwalker, they kept tabs on public sentiment and jumped into conversations, showing their customers that they were listening. This wasn’t a one-way communication strategy—it was a two-way conversation that built trust.


What Other Brands Can Learn: Key PR Lessons

Every brand can take notes from Boar’s Head’s playbook. Here are the key takeaways you should apply to your own crisis management strategy.


1. Speed Matters: The 1-2 Hour Rule

If there’s one thing Boar’s Head did right, it’s moving fast. While their official statement came out within 24 hours, a lesson for other brands is to respond within the first 1-2 hours of a crisis breaking. The longer you wait, the more room you give for misinformation to spread.

Takeaway: Act fast, even if your first message is, “We’re aware of the situation and are gathering information.”


2. Be Real: Authenticity Over PR Spin

Boar’s Head was honest and upfront about the issue. They didn’t try to spin the crisis or push blame elsewhere. This level of authenticity is crucial in maintaining public trust. In today’s world, consumers can spot a PR spin a mile away, and it only worsens the situation.

Takeaway: Own the problem. Be transparent and provide solutions.


3. Multi-Channel Communication: Cast a Wide Net

Boar’s Head leveraged all their social platforms, and so should you. From Twitter for rapid updates to Instagram for visual storytelling, they understood the strengths of each platform. More importantly, they tied everything back to their website, creating a centralized source of information.
 

Platform Best Use During Crisis
Twitter Rapid, real-time updates
Facebook Full statements, engagement
Instagram Visual storytelling, infographics



Takeaway: Use every channel to maximize your reach and provide consistent updates.

For more info, check out our article on how to Grow Your Social Media Following Organically on a Budget.


4. Visual Communication: Show, Don’t Just Tell

In the heat of the moment, visuals speak louder than words. Boar’s Head used infographics and short videos to break down complex recall information, making it easier for consumers to understand what was happening and what they needed to do.

Takeaway: Use visuals, whether it’s an infographic, a short video, or even a live stream.


Real-World Case Studies: Crisis Management Done Right (and Wrong)

Boar’s Head wasn’t the first brand to face a food safety crisis, and they certainly won’t be the last. Let’s take a look at how other companies handled (or mishandled) similar situations.


1. Jif Peanut Butter (2022)

  • Crisis: Salmonella outbreak
  • Response: Swift recall, social media engagement, consistent updates
  • Lesson: Speed and transparency matter. Jif quickly issued updates across social platforms and provided detailed information to consumers, preventing major backlash.


2. Abbott Nutrition (2022)

  • Crisis: Baby formula recall
  • Response: Slow response, lack of transparency
  • Lesson: Delayed responses only fuel public anger. Abbott’s slow reaction caused widespread outrage, damaging their reputation.


3. Dole Packaged Salads (2021-2022)

  • Crisis: Listeria outbreak
  • Response: Proactive communication, collaboration with health authorities
  • Lesson: Partnering with experts and maintaining open communication with the public builds trust.


Crisis Management Tools: What You Need in Your Toolkit

Want to manage a crisis like Boar’s Head? You’ll need the right tools.


Here are a few essentials:

Tool Use Case
Sprout Social Real-time monitoring and response
Talkwalker Sentiment analysis and trend tracking
Hootsuite Social media scheduling and analytics
Mention Brand monitoring across platforms



Key Metrics to Track During a PR Crisis

You can’t improve what you don’t measure. Boar’s Head likely tracked several key performance indicators (KPIs) to gauge the effectiveness of their crisis management.

Here’s what you should monitor:

  1. Response Time: How long it takes you to issue a statement after a crisis hits.
  2. Engagement Rate: Likes, comments, shares, and reach on your crisis-related posts.
  3. Sentiment Analysis: Are people reacting positively or negatively to your updates?
  4. Customer Service Metrics: How quickly are you responding to individual customer inquiries?


Final Thoughts: Preparing for the Next Crisis

The Boar’s Head listeria outbreak is a case study in how to manage a PR crisis effectively using social media. By acting quickly, being transparent, and maintaining consistent messaging, Boar’s Head managed to control the narrative and reassure their customers.

The biggest lesson here? Preparation is key. Don’t wait until a crisis hits to build your strategy. Have a crisis communication plan ready, use the right tools, and focus on authentic engagement.

When the next crisis strikes, you’ll be ready to respond—not react.
 

Additional Resources

For further reading on managing PR crises and understanding the Boar's Head listeria outbreak, check out these valuable resources:


If your business is facing a PR crisis or you want to be better prepared for one, contact the experts at BlueTone Media for help.


We specialize in social media strategy, crisis management, and digital marketing to keep your brand’s reputation intact in any situation.
 


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