Plus: ‘The Odyssey” makes bank despite right-wing criticism; MLS looks to capitalize on World Cup success.
It was all over the media: Taylor Farms, which sells salad greens across the U.S., was responsible for an outbreak of Cyclospora, a parasite that causes severe gastrointestinal distress. It’s a nightmare scenario that companies might plan for, but can never truly anticipate. Being linked to the phrase “explosive diarrhea” is one of the worst PR outcomes for any business.
But then came a plot twist.
The result that linked the parasite to Taylor Farm’s iceberg lettuce was a false positive, according to the FDA. The cause of the outbreak remains a mystery.
Taylor Farms, in a statement plastered across their homepage, says the FDA apologized for the false report. They emphasized that they had started a voluntary recall of the products after the test results and continue to cooperate with the agency.
“Our thoughts remain with everyone who has fallen ill in this outbreak. We are committed to working with public health authorities as the ongoing outbreak investigation continues.”
The reputational damage spread beyond Taylor Farms. Taco Bell, acting on the FDA’s result, cut all iceberg lettuce from its menu, and has also become a (now wrongly accused) part of this story. As of Monday morning, they have not updated their public-facing statements about the outbreak.
Why it matters: As much as we would like to believe that science is infallible, it’s not.
False positives are a very real part of public health. That doesn’t make science wrong or untrustworthy, but it can leave an unfortunate wake of reputational damage behind.
Far more people will have heard that Taylor Farms and Taco Bell were at fault for the parasite than will have heard that there was a false positive. Their names will remain linked to the outbreak for the foreseeable future. Mistakes like this will simply receive less press than the initial accusation due to the nature of the modern press.
However, Taylor Farms is handling the response well so far. Their website prominently features news of the recall in reverse chronological order, so visitors can first read of the false positive, but also gain context for when the brand believed it was to blame. Taco Bell, by contrast, has not updated its website statements since Friday, which feels like an eternity in the wake of a fast-moving public health situation.
Taylor Farms emphasized the FDA’s apology, which makes it look like a wronged party. They also keep the focus, correctly, on the patients sick with this infection and their responsible actions.
It’s a difficult situation, and the PR impacts will be long-lasting. But Taylor Farms is off to a solid start.
Why was Christopher Nolan’s ‘The Odyssey’ so controversial?
Despite weeks of right-wing controversy criticizing Christopher Nolan’s adaptation of Homer’s poem “The Odyssey” for perceived sins ranging from casting a Black woman and a trans man to historical inaccuracies in armor, the film skyrocketed to a $124 million domestic debut weekend. That’s an impressive haul for a three-hour, R-rated sword and sandal epic and the third-highest opening of the year.
Nolan’s response to the concentrated online hate, which included attacks from Elon Musk, was a shrug. He famously does not own a smartphone, which insulates him from much of the hate.
“All I can do is make the best film I possibly can in the most sincere way,” he told The Telegraph before the film’s debut. It’s very different from how anyone else would do it, but that’s what adaptation is.”
This case is a reminder that there is a difference between noise and signal. Some people were riled up about the film … but that’s OK. Not every product (and certainly not every piece of art) is for every person. Nolan and his team didn’t overcorrect and defend the film or the casting of his actors. He let the film and performances speak for themselves — and audiences who appreciated it turned out in droves. Sometimes, the best response is no response.
After the World Cup, what’s next for Major League Soccer?
With the conclusion of the first World Cup played in the U.S. since 1994, the country’s pro soccer league sees a huge opportunity as interest in the game is whipped into a frenzy.
Major League Soccer Commissioner Don Garber told the New York Times that his team has been preparing for this moment since the Cup was announced eight years ago, including building new stadiums, rolling out new expansion teams and launching new ad campaigns.
“The message is we, M.L.S., so appreciate all of the interest and all of the passion for the game. And now, we’ll turn you into M.L.S. fans,” he said.
This is a pivotal moment for MLS to join the ranks of more prominent American sports leagues like the NBA and NFL. Their long-term planning sets the league up for success at a moment of unprecedented interest. We’ll just have to see if it was enough, especially with the American football season just around the corner.
When will Boeing roll out a new jet?
Boeing has had a troubled few years as it struggles to recover from high-profile disasters and manufacturing woes. The aviation company is taking its time before rushing into a new plane.
“First of all, we have to be ready, and part of that is getting our financial house in order, and we’re working on that,” CEO Kelly Ortberg told CNBC. “It’s going to take a couple more years to get where we want to be.” He expects that to happen around 2030.
So far, Ortberg’s comments have caused a 1.8% drop in stock price as of 10 a.m. ET. While it may be a short-term drop as investors foresee a longer timeline to a new profit center, Ortberg is playing the long game. Rushing to a major new project before financial stability is a recipe for disaster. By being cautious and emphasizing being financially and technologically ready, Ortberg is rebuilding Boeing’s reputation even as he’s working to rebuild its finances.
Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.
The post The Scoop: FDA apologizes to Taylor Farms for a false positive in Cyclospora outbreak appeared first on PR Daily.
