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Update: Crisis Communications & Matrixx’s Zicam brand: Something stinks and we can’t even smell it!

By: Tammy Stankey | 06/17/2009

Update: Since this blog was posted, there is now a full page ad in USA Today (9A) from Matrixx, as well as a video and written message to consumers on the Zicam website.  This time CEO Bill Hemelt does much better.

Yesterday the FDA warned consumers against using two of Zicam's cold products citing reports of a loss of the sense of smell by some consumers. In a quote from the Wall Street Journal William Hemelt, Matrixx's acting president and chief operating officer said "This isn't a new issue for us. We've certainly studied it for many years and we think our products are safe."  Ouch! You're trying to reassure consumers with words like we've studied it... and we think...?

 At times of crisis, corporations are rarely viewed with credibility (even if facts are shown later to support company beliefs).  I'd propose Hemelt consider something like:

The health of consumers and our product safety are our top priorities, that's why we conduct rigorous testing. Millions of consumers have used our products safely and we believe an investigation will support this. As a precaution, we have voluntarily pulled the two products in question and will cooperate fully with the FDA.

 To Matrixx's credit, their message to consumers contains some of these points, however Hemelt's quote within the message lacks warmth and a demonstration of human concern. What do you think he should have said?

Posted in Issues and Crisis Management, Reputation Management