電視新聞報導食品安全危機之探討：以麥當勞炸油事件為例

A DISCUSSION OF TV NEWS COVERAGE ON FOOD SAFETY CRISES: TAKE THE MCDONALD'S IN TAIWAN “EDIBLE FRYING OIL” INCIDENT AS EXAMPLE

　　隨著時代轉變，食品安全意識高漲，近年來許多食品安全事件層出不窮，屢屢在電視新聞媒體佔有大量的版面空間。麥當勞炸油事件是於2009年6月和7月期間，起因是由消保官檢測包含麥當勞等5家速食業者使用的食用炸油，並獲得用油品質不合格的結果。雖然台灣麥當勞餐廳公司有所善後及回應，但是因為檢驗結果與麥當勞於台灣的社會既有形象不符，造成了麥當勞商譽及營運成績的嚴重受損。
　　從麥當勞炸油事件看來，一開始的危機處理就喪失客戶的信任度，有損該公司的公關形象。企業擁有一套危機管理的機制，當危機發生時，企業還必須從外界獲取處理危機所需的資源與協助，有賴於企業組織平時與利益關係人良好的互動關係。
　　企業面對危機爆發時，對外的溝通必須遵循迅速回應、公開誠實、提供資訊等原則，以展現組織負責任的態度，維護可能受損的形象與信譽。在危機順利解決後，也應對企業危機處理的成效進行評估，以便能更有效地改善企業未來的危機管理工作。

　　As the time changes, higher awareness on food safety issues has been identified more and more in recent years. Numerous yet endless incidents are repeatedly been reported on television news. McDonald's “frying oil” incident that happened between June and July 2009 was identified by the Consumer Protection Office, who ran a routine check-up on McDonald's and other 4 fast-food industry’s edible frying oil, and resulted that oil quality was in unsatisfactory status. Though McDonald's in Taiwan issued an official responding statement right after the crisis, the critical result was heavily damaged both McDonald's and the franchise’s credibility and its image.
　　The way that the McDonald's damage control did not take the affect as it should be at the beginning. Such crisis management proceeding even consequence on the loss of customer trust, undermines the company's public image. Enterprise should develop a crisis management mechanism, when a crisis occurs; companies must also be able to handle the crisis, from the outside of the incident, and to obtain the necessary resources and assistance.
　　When dealing with a crisis, the communication channels must respond quickly, provide clear information, then follow by an open and honest statement. Such principle of reciprocity is to demonstrate the organization responsible attitudes to maintain the image and reputation that may be damaged by all means. When the crisis is resolved, the incident should also be managed by conducting an evaluation based on the effectiveness, and the result should be carried out and facilitated into the enterprises’ standard procedure more effectively in improving crisis management protocol.