PR in Crisis Management: Lessons from Hilda Baci and the Erisco Fiasco
A recent social media incident highlighted the crucial role of crisis management in protecting brand reputation. When a customer complained about receiving a small portion of cold turkey pepper soup priced at N6,000 from Hilda Baci’s restaurant, MyFoodByHilda, the situation threatened to escalate into a full-blown crisis. The incident drew immediate parallels to the recent Erisco Foods controversy, where the company’s aggressive response to a customer’s product review led to widespread public backlash and calls for boycott.
The contrasting approaches taken by these brands yielded drastically different outcomes. While Erisco’s confrontational stance – including threats of legal action and public attacks on their critic – resulted in severe reputational damage, Hilda Baci’s measured response transformed a potential crisis into a masterclass in PR management.
In her handling of the situation, Hilda Baci demonstrated several crucial elements of effective crisis response. Within hours of the complaint going viral, she personally reached out to the customer through TikTok, demonstrating the importance of timely response in crisis prevention. Rather than becoming defensive, she acknowledged the customer’s experience and offered a sincere apology, taking full ownership of the issue without attempting to justify or deflect. By offering a substantial N50,000 food voucher, she went beyond mere apology to provide tangible compensation, showing genuine commitment to customer satisfaction. The entire interaction was allowed to be shared publicly, building trust through openness and authenticity.
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The outcomes of these contrasting approaches were striking. While Erisco faced public outcry and boycott campaigns, Hilda Baci received widespread praise for her professional handling of the situation. The initially dissatisfied customer became an advocate, publicly commending Hilda’s response and professionalism. What began as a potential reputation crisis became a demonstration of the brand’s commitment to customer service, actually strengthening MyFoodByHilda’s market position.
This incident offers crucial lessons for brands facing public criticism. Having a clear crisis communication strategy in place before issues arise is essential, as demonstrated by Hilda’s quick, appropriate response which suggested preparation rather than reaction. Direct involvement from leadership in crisis resolution can transform the narrative, as Hilda’s personal response carried more weight than a standard customer service reply. The focus should be on resolving the customer’s issue rather than defending the brand’s position, as shown by the generous compensation which prioritized customer satisfaction over short-term costs. Open communication about both problems and solutions builds long-term trust with customers and the public.
The contrasting outcomes of the Hilda Baci and Erisco incidents demonstrate how crisis management can either salvage or sabotage a brand’s reputation. In today’s social media-driven market, where customer complaints can quickly go viral, the ability to handle criticism professionally and effectively is more crucial than ever. Hilda Baci’s approach provides a valuable template for turning potential PR disasters into opportunities for brand strengthening.
Prnigeria fellow
