Janine Smiley

Title

Public relations strategist

Company

Woodruff

Presentation Description:

Digesting your issues: containing a social media crisis. Social media has become the dumping ground for every bad consumer experience, and the pet food industry is not immune. When a pet owner blames the food for making their pet sick, marketing teams must scramble to minimize damage. Smiley and VanMaele provide the telltale signs of a post’s viral tipping point and a two-pronged approach to contain a social media crisis, including crafting timely responses to complaints and sharing proactive, trust-building content targeted to pet owners and key influencer groups.

Experience:

Smiley works with clients on business strategy, issues management and media relations. She has extensive experience in the pet care, dairy and consumer packaged goods industries, and her issues management experience includes working with advocacy groups, handling FDA product withdrawals and recalls, communications and media support on attorney general investigations and Department of Justice inquiries.