The PR strategy was centered around consumer safety.

They company acted swiftly and were

ready to bear the cost in the name of consumer safety which helped establish a basis of trust with
their consumers. They cooperated fully with the media which in turn was more supportive of the
companys actions. Through their action message they portrayed was that the company is
compaasionate contrite, candid and commited to protecting the public.
They used the remediation, rectification and forgiveness and sympathy strategy. For remediatino
they provided finan assistance and counselling to the effected families whgich helped reduce the
negative feelings about the company. For rectification they introduced new packaging which
helped rebuild some of the lost trust. Lastly for the sympathy they accepted responsibility even
when they were not directly responsible. In the eyes of the general public they were the unfair
victim of an attack from an outside entity and the losses they bore because of it developed this
sympathy with the public.