Monthly Archives: September 2015

The VW crisis: It’s the basics, stupid!

22 Tuesday Sep 2015

Posted by in Cases, Crisis

≈ Leave a comment

Tags

, , ,

VW_LOGO_1001_454x280-450x278

A few days ago, I had published a post about going back to the basics in crisis communications. There was nothing deep or new about it. I had to share with all of you some basic rules that we should never forget when a crisis occurs. Well, a crisis occurred for VW and now we are witnessing a storm hitting one of the most respectable and innovative corporations worldwide.

Well, this is the story:

The Environmental Protection Agency (E.P.A.) accused VW of using software to detect when the car is undergoing its periodic state emissions testing. This detector would turn on only during tests in the cars’ full emissions control systems. During normal driving situations, the controls are turned off, allowing the cars to spew as much as 40 times as much pollution as allowed under the Clean Air Act, the E.P.A.. The software was designed to conceal the cars’ emission of the pollutant nitrogen oxide, which contributes to the creation of ozone and smog. The Obama administration on Friday 18 September directed Volkswagen to recall nearly a half-million cars, saying the automaker illegally installed software in its diesel-power cars to evade standards for reducing smog. (Source: New York Times)

The software used to manipulate emissions tests in the United States, and the extensive attempts by Volkswagen to deflect official scrutiny before admitting misconduct this month, suggest that the cheating was not just the work of a few rogue engineers. (Source: New York Times)

It’s obvious that VW deceived its customers and the US national authorities and violated a series of laws. When the public finds out about the trickeries, the consequences in the era of social media might be irreversible. VW had not expressed, at least until yesterday, its apology for such an outrageous practice in social media despite the negative comments in Facebook and Twitter. The head of the German automaker made a statement a few days after the outbreak of the issue expressed his apology but he was not completely sincere. Although VW has evidently made a mistake, Prof. Dr. Martin Winterkorn, CEO of Volkswagen AG said: «We do not and will not tolerate violations of any kind of our internal rules or of the law».

This statement means that either they lie or they are totally ignorant about their business outside Germany. I wonder how such an organization of VW’s magnitude said something like that. Either it is an organized deception or ignorance, VW should apologize to the public in a more sincere way using all communications channels including traditional media and social networks.

VW lost its credibility not only in the US but worldwide inflicting a heavy blow on the reputation of the brand. Does anyone still believe that the basics of crisis communications have lost their importance? It’s the basics, stupid!

The opinions expressed in this article are those of the author, and they do not reflect in any way those of his various affiliations.

Advertisements

Socially-connected Oil & Gas corporations and challenges ahead

20 Sunday Sep 2015

Posted by in Cases, Media

≈ Leave a comment

Tags

,

Oseberg A

In my opinion, Warren Buffet has said everything about communications in 23 words: «It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently. »

This is so true that I could hardly find just one argument against it. Some years ago, before the social media era, there could be ways to turn the tables and protect the reputation of an organization focusing on traditional media and specific stakeholders. Those days are irretrievably behind us. Nowadays the social media is a big ocean and every once in a while a couple of tsunamis hit the « coast» of organizations. On the subject of organizations’ exposure to social media with unpleasant experience for them, the first example that came to my mind the BP’s oil spill.

Given the numerous mentions of scholars and communications experts on BP’s PR disaster, it would not be wise to elaborate further on this but we could go bit further and explore some aspects of the Integrated Oil & Gas industry’s exposure to social media. The idea was to explore the social media presence of the top 30 Integrated Oil & Gas corporations globally. The selection of these corporations was based on the 2014 Top 250 Global Energy Company Rankings by Platts, which is considered as one of the most significant Price Reporting Agencies for oil market in the world.

The methodology I followed was the simplest it could be. I just visited the websites of these corporations. The findings of the research show that 84% of the Oil & Gas corporations have presence in at least one social network. Only 5 out of the 30 companies (16%) have no social media presence at all. It’s worth mentioning that the corporations from China (2) and Russia (4), with the exception of Gazprom which has an international expansion, have limited or none exposure to social networks.

On the other hand there are 4 corporations with more than 5 accounts in social networks. The social media champion of the industry is the Royal Dutch Shell with 7 accounts (Facebook, Twitter, Youtube, LinkedIn, Google+, Instagram and Flickr). BP, more experienced than ever in handling difficult situations in social media, has presence in 6 social networks (Facebook, Twitter, Youtube, LinkedIn, Google+ and Flickr). Every corporation has 3 accounts on average in social media.

Oil_Gas_industry_Social_networks_1

The most popular social networks among the Oil & gas corporations are, as expected, Facebook (63%), Twitter (70%), LinkedIn (66%), Youtube (63%) and the others follow far behind.

Three out of the 30 corporations have some limited presence on social media without reference on their main website.

The Integrated Oil & Gas industry has suffered major disasters in the past with several casualties and heavy environmental effects such as the Piper Alpha disaster in the North Sea, which killed 167 people in July 1988, the Alexander L. Kielland disaster in the Norwegian continental Shelf, operated by Phillips Petroleum, killing 123 people, the Seacrest Drillship disaster in the South China Sea killing 91 crew men.

The Oil & Gas corporations which are socially connected probably will know what to do if a crisis occurs. After all these years of accumulated experience we expect from these corporations to handle a crisis in social networks in a textbook manner. It remains to be seen to what extent their crisis management plan in communications and social networks is feasible or not.

More charts about the presence of Oil & Gas industry in social networks are available here.

The opinions expressed in this article are those of the author, and they do not reflect in any way those of his various affiliations.

The crucial role of HR in crisis management & communications

16 Wednesday Sep 2015

Posted by in Crisis, HR

≈ Leave a comment

Tags

, , ,

employees_silhouettes

If the communications team is the eyes, the ears and the mouth of an organization during a crisis, the HR is the heart and soul. The human element of an organization is what makes the organization running. However, when a crisis occurs, lots of organizations focus on the external stakeholders forgetting the internal environment. Sun Tzu, the great Chinese strategist and philosopher, has said: “Treat your men as you would your own beloved sons. And they will follow you into the deepest valley” and that’s what every organization should have in mind in times of crises.

In general, there are two main audiences when dealing with a crisis: the external stakeholders and the internal environment. The current literature and the vast majority of online reports focus on the external audiences. There are some good articles related to the role of HR function during a crisis mentioning some useful crisis management rules.

As a communications professional with keen interest in crisis management I have noticed that some of these articles have a major flaw. Although the authors provide a lot of good ideas about HR’s activities in a crisis, only a very small minority integrates these ideas to a crisis management plan which includes three main phases: pre-crisis, response to crisis and post-crisis.

Each of these phases has a different level of certainty when making a decision, starting from a high level of certainty in the pre-crisis phase to high uncertainty as the crisis evolves.

The pre-crisis phase includes all the necessary actions that would enable an organization to deal with a crisis successfully, such as the crisis management plan for employees, the training of the HR team to handle crises, internal communication tools and the preparation of crisis communication messages. There are plenty of communication tools that we could mention but this is not the subject of this article however an organization should be ready to use low-tech and high-end means to communicate with employees.

Setting up the crisis management processes for employees and the internal communication tools amid crisis would be time consuming and would disorientate the organization, which is the crisis.

During the crisis phase, the organization must have already established a crisis management plan and the communication tools. The HR should focus only on the mix of internal communication tools and the messages. Depending on the issue, the internal communications team might use all the tools or some of them which could be different for employees and managers. All the basic rules of crisis management also apply to the activity of HR including transparency, sincerity, quick response, empathy and so on.

The post-crisis requires could be also characterized as the «healing phase». The organization and more specifically is responsible for healing the internal wounds of the crisis. It’s impossible for an organization to have planned all its actions in this phase before the crisis occurs. The organization should be flexible and capable of adapting to different situations as a result of a crisis.

If I had to choose a single rule about the role of HR in crisis management and communications it would be the strategic decision to fully align internal and external communication from the very first day of an organization’s operations. From the communications angle, it is important to have a solid and fortified internal environment before you expose yourself to external stakeholders.

The opinions expressed in this article are those of the author, and they do not reflect in any way those of his various affiliations.

Back to basics in crisis management

14 Monday Sep 2015

Posted by in Cases, Crisis

≈ 1 Comment

Tags

, , ,

abc

One of the comments, that my last post regarding the crisis management during the Hurricane Katrina and the forest fires in Greece generated, was the following: «quite interesting post but nothing new or deep». I couldn’t agree more! The conclusions and the lessons learned that were mentioned are not groundbreaking at all. That was intentional. I strongly believe that when we examine cases of crisis management we must always go back to basics.

How many times haven’t we seen violation of basic rules of crisis communications by respectable companies with global footprint and long tradition in their sector?

Half way to success in crisis management is preparedness. Every time we see an organization to be taken by surprise we realize that preparedness is not self-evident. Preparedness requires commitment, planning, leadership, a qualified communications team and so on.  Crisis management always starts before a crisis occurs and this is the basis in order to have successful results.

One common mistake is the delayed response to a crisis. If we don’t express our position on time, someone else will tell our story for us. We all know the importance of a quick response to media queries but sometimes we forget that the citizen journalism and social networks move faster than traditional media.

An organization builds its credibility on transparency. Denying responsibility when an organization has evidently made a mistake will undermine the credibility and eventually damage the reputation. When the public finds out about the trickeries, the consequences in the era of social media might be irreversible.

Finally, when we deal with crisis management, the biggest risk is «commoditization». If we sit back and rest on our laurels we will definitely fail. Crisis management is like the myth of Sisyphus, we should continue rolling the stone from the bottom of the mountain to the top, despite all events to the contrary.

The opinions expressed in this article are those of the author, and they do not reflect in any way those of his various affiliations.

Crisis communications under “rain and fire” – Part II (or Why crisis communications in natural disasters should interest us…)

13 Sunday Sep 2015

Posted by in Cases, Crisis, Media

≈ 1 Comment

Tags

, , , , , , ,

hurricane-katrina

Following the post «Crisis communications under “rain and fire” (Part I) » I was asked by several people why a communications or PR professional should be interested in crisis management of natural disasters such as the Hurricane Katrina and the fires in Greece in 2006. My response was that the main characteristics of the two cases apply to crises that might affect a company.  Let’s see these characteristics:

  • There were casualties
  • There was a strong reaction of public opinion
  • There was lack of preparedness
  • There was a lack of coordination at both operational and communication level

I remind you that the Bhopal disaster, the gas leak incident in India, considered the world’s worst industrial disaster, had a death toll of thousands of people and it was not the result of a natural phenomenon.

After this small introduction let’s see some lessons learned from the «Crisis» and «Post-Crisis» phases of the crisis management in Hurricane Katrina and the fires in Greece.

«Crisis» phase

The crisis management in both cases showed the internal malfunction of administration in both countries. Internal conflicts and personal agendas prevailed at the expense of public interest. If the crisis management team is unable to have smooth internal communication, it is almost impossible to lead to coordinated actions, both at operational and communications level. The failure to achieve internal cooperation reflects negatively on the external environment.

Conclusion: The crisis management team must be functional with good cooperation and communication among the members of the team.

During the research of the two cases I realized the importance of the leadership, the credibility of political discourse and the openness towards the public. The leadership of the American president during the crisis had the following phases: absence, optimism, lack of coordination and finally shift of responsibility. The reassurance by President Bush during the first hours of Hurricane Katrina proved a huge communication mistake that followed the American government for some time. On the other hand, the presence of the Greek Prime Minister with evident sorrow in the area of the fires expressed the public sentiment reducing extreme reactions. However, the allegations of Greek Ministers that the fires were part of an organized plan to destabilize the country was a PR stunt which crashed along the way setting credibility issues got the Greek government. As we saw in a relevant quantitative research, part of the Greek public opinion believed these allegations even thought they were never justified. Passing responsibility (blame game) is a common practice but it can be extremely negative for the credibility of the crisis management team.

Conclusion: Credibility with respect to communications and the main messages of the crisis management team is crucial.

“Post- crisis” phase

In the post-crisis phase, the efforts to defuse tension are followed by a learning process. The evaluation of all the actions during the crisis is crucial in order to become better. The improvement of the crisis management process requires the evaluation of correct and incorrect actions of the organization. The lessons of this kind are part of the organizational function of the organization and they are a compass for the future. In the weeks and months following Hurricane Katrina, a series of institutions investigated the reasons of the failure of the US administration to handle the crisis issuing reports that became publicly available. In Greece, there have been no official inquiries to identify errors during the crisis.

Conclusion:  Every crisis should always be a lesson learned.

This post is only a very small part of my thesis “Crisis communication by Public Administration and government organizations” which goes back in time.

The opinions expressed in this article are those of the author, and they do not reflect in any way those of his various affiliations.

The film «All the President’s Men» as a crisis communications lesson

09 Wednesday Sep 2015

Posted by in Cases, Crisis, politics

≈ Leave a comment

Tags

, , , , ,

all_the_presidents_men_redford_1

Yesterday I was asked by a student in LinkedIn to suggest readings about crisis communications. Well, I could suggest several titles to start with but would that be all? I tried to think of other ways to show him how crisis management works. If the Chinese proverb “A picture is worth a thousand words” is correct, how about a two-hour film? The first film that came to my mind was the «Thank you for smoking» but that was too obvious and maybe a bit superficial. And then I thought of the film “All the President’s Men”, the 1976 American political thriller film directed by Alan J. Pakula which is based on the 1974 non-fiction book of the same name by Carl Bernstein and Bob Woodward, the two journalists investigating the Watergate scandal for The Washington Post.

This film is about one of the biggest scandals in American history showing how a big mistake could lead to a gigantic disaster. Although it is one of my favourite history subjects, I don’t want to elaborate further on the governance of Nixon administration during these years as there are more qualified people to offer their knowledge. However I would like to pinpoint some quotes of the film that could be a first-class crisis communications lesson.

Don’t irritate Media especially when you have skeletons in your cupboard

Quote from the film with reference to a statement of Nixon’s director of 1972 presidential campaign:

  • John Mitchell: [on phone] You tell your publisher, tell Katie Graham she’s gonna get her tit caught in a big wringer if that’s published.
  • Ben Bradlee: [later] He really said that about Mrs. Graham?
  • Carl Bernstein: [nods]
  • Ben Bradlee: Well, I’d cut the words “her tit” and print it.
  • Carl Bernstein: Why?
  • Ben Bradlee: This is a family newspaper.

Keep calm and respond to media inquiries with tranquility

Quote from the film with the dialogue between Washington Post’s report Bob Woodward and the former CIA officer and one of the Nixon White House “plumbers”, Howard Hunt:

  • Woodward: [on the phone] Hello, I’m Bob Woodward of the Washington   Post
  • Howard Hunt: Howard Hunt here.
  • Woodward: Hi, I’m Bob Woodward of the Post and–
  • Howard Hunt: Yes, yes, what is it?
  • Woodward: I was just kind of wondering why your name and phone number were in the address books of two of the men arrested at Watergate?
  • Woodward: (blind panic) Good God!  [And he bangs the phone down sharply]

Inexperienced and untrained people in an organization might ruin any crisis management plan

Quote from the film with the dialogue between Washington Post’s report Carl Bernstein and a librarian from the Library of Congress:

  • Librarian: Library.
  • Bernstein: Hi. Carl Bernstein of the Washington Post. I was just wondering if you remember the names of any of the books that Howard Hunt checked out on Senator Kennedy.
  • Librarian: I think I do remember, he took out a whole bunch of material. Let me just go see. [sound of the phone being laid down]
  • …..
  • Librarian: Mr. Bernstein?
  • Bernstein: Yes, ma’am.
  • Librarian: What I said before? I was wrong. The truth is, I don’t have a card that Hunt took out any Kennedy material.  I remember getting that material out for somebody, but it wasn’t Mr. Hunt. The truth is, I’ve never had any requests at all from Mr. Hunt. The truth is, I don’t know Mr. Hunt.

Don’t get caught unprepared (literally sleeping)

Quote from the film with the dialogue between Washington Post’s report Carl Bernstein and Nixon’s director of 1972 presidential campaign, John Mitchell:

  • John Mitchell: Yes?
  • Bernstein: Sir, this is Carl Bernstein of the Washington Post, and I’m sorry to bother you but we’re running a story in tomorrow’s paper that we thought you should have a chance to comment on.
  • John Mitchell: What does it say?
  • Bernstein: [starting to read]  John N. Mitchell, while serving as US Attorney General, personally controlled a secret cash fund that–
  • John Mitchell: Jeeeeeeesus
  • Bernstein: –fund that was used to gather information against the Democrats–
  • John Mitchell: Jeeeeeeesus
  • Bernstein:  –according to sources involved in the Watergate investigation. Beginning in the spring of 1971–
  • John Mitchell: Jeeeeeeesus
  • Bernstein: –almost a year before he left the  Justice Department–
  • John Mitchell: Jeeeeeeesus
  • Bernstein:  –to become President Nixon’s campaign manager on March 1, Mitchell personally approved withdrawals from the fund–
  • John Mitchell: –all that crap, you’re putting it in the paper? It’s all been denied. You tell your publisher–tell Katie  Graham she’s gonna get her tit caught in a big fat wringer if that’s published. Good Christ! That’s the most sickening thing I ever heard.
  • Bernstein: Sir, I’d like to ask you a few—
  • John Mitchell: –what time is it?
  • Bernstein: 11:30.
  • John Mitchell: Morning or night?
  • Bernstein:
  • John Mitchell: Oh. [And he hangs up]

 Any other suggestion about a film that we could use as a crisis communications lesson is more than welcome.

Crisis communications under “rain and fire” (Part I)

08 Tuesday Sep 2015

Posted by in Cases, Crisis

≈ 1 Comment

Tags

, , , , , ,

Crisis communications in natural disasters has a vital importance for social, political and economic reasons. Both theory and experience have shown that some crises are in fact communications crises (Garnett & Kouzmin, 2007). The Hurricane Katrina in New Orleans and fires in Peloponnese in Greece in 2007 are two examples of crisis communications failure. Bureaucratic deficiencies, lack of preparation and inexperienced staff have led to communications disaster.

download

The selection of this cases was made for the following reasons:

  • There were casualties
  • There was a strong reaction of public opinion
  • There was lack of preparation by the government
  • There was a lack of coordination at both operational and communication level

Pre-crisis phase

The hurricanes in the US and the fires in Greece are natural phenomena with frequent occurrence and they cannot be considered surprising when incurring. What characterizes the two cases is the paradox that while there was awareness of the risk, both government mechanisms in the US and Greece seemed unprepared to meet the expectations and the requirements. The early symptoms of the upcoming catastrophe were disregarded.

Conclusion: The lack of preparedness and readiness are shaky foundations for crisis management.

The difference between the two cases is that the risk in Greece was permanent but not geographically specific whereas in the US there were official warnings days before the disaster for specific geographical areas in clearly defined time perspectives. What emerges through the elements of the research is that there was a strategic plan in the US to deal with natural disasters as opposed to Greece where the risk of fires seemed to be treated at the tactical level. As a result, we can distinguish a timeless deficit of preparedness by the Greek authorities to manage natural disaster crises. In New Orleans, the story could have been very different if the federal and local authorities had implemented the crisis management plans considering that both the state and federal authorities had already been on constant alert because of 9/11.

Conclusion: Preparedness and readiness are necessary in strategic and tactical level.

The appointment of unqualified people to manage crises leads to failure as it was apparent in the US during the Katrina hurricane. The failure of the inexperienced director of FEMA to meet the demands of the occasion preparing the state apparatus before the crisis demonstrates the importance of the proper selection of the right professionals.

Conclusion: Preparedness and readiness for crisis management require professional and experienced staff.

Conclusions about the Crisis and Post-Crisis phases of those two crises will follow in the coming days.

Crisis communications papers: Agro-Communication and the National Education Association’s Crisis Communications Guide & Toolkit

05 Saturday Sep 2015

Posted by in Cases, Research

≈ Leave a comment

Tags

, , ,

Two new papers related to crisis communications are presented today by the ‘Crisis Analytics’ blog.

The first one is about crisis communications in Agribusiness and it was presented during the Third International Scientific Conference EMPLOYMENT, EDUCATION AND ENTREPRENEURSHIP.

The title is CRISIS COMMUNICATION IN AGRIBUSINESS, MEDIA AND CONSUMERS and the authors are Dragana Jovanovc and Vesna Baltezarevic.

ABSTRACT:  Food safety became media question par excellence considering seriousness of this question and how many people are interested in it. Unfortunately, in lack of trustworthy information, consumers relay on media stories which, by its nature, going out of information frame towards sensationalism and disinformation. This paper consider different paths in agro-communication and possibilities to overcome information gap between food producers, media and consumers, considering information laxity within first ones, communication methods of media and growing fear for health by third part. In a word, we analyze communication weakness of agro-companies in crisis, unseriousness of mass media in these vital questions (including incompetent sources and politicization of health issues)and consumer who (overwhelmed with different information) can`t select trustworthy sources. We will, also, briefly consider methodology of creating panic among public, but also a methodology that can help agro-companies to influence on their own public image (and d food producing too).

The second one is a university thesis by Ashley Crockett-Lohr and the title is SOCIAL MEDIA AND CRISIS COMMUNICATION: AN UPDATE TO THE 2000 NATIONAL EDUCATION ASSOCIATION’S CRISIS COMMUNICATIONS GUIDE & TOOLKIT.

The thesis is available here: CrockettLohrA_2015-3_BODY

What makes a crisis management plan foolproof?

02 Wednesday Sep 2015

Posted by in Crisis

≈ Leave a comment

Tags

, ,

BP-Deepwater-Horizon-007

Preparedness for a crisis is one of the most important elements in crisis management. A solid, well prepared crisis management plan is the foundation for a good handling during the crisis and post-crisis phases. But is there a totally foolproof plan? What makes a crisis management plan foolproof?

The answer is one and simple: No, there is no such a plan. Whatever we do, there are always uncertain factors which might affect the crisis management. These imponderables cover a vast spectrum of factors which start from the human element and extend to a variety of unpredictable issues.

The crisis management plan includes a number of possible issues based on a risk assessment analysis that every company frequently conducts. However, the list of risks cannot be exhausted. There is always an issue that requires an ad hoc approach.

There are two basic factors that protect the reputation of a company in a crisis:

  1. The crisis communications plan should cover all the basic pillars of potential risks focusing on specific areas and not on every possible detail. We cannot cover every aspect of an issue in order to be prepared for a crisis.
  2. But if we cannot have a foolproof plan what could we do? We need to have the right people in right positions who are capable of dealing with a crisis under any circumstances. Successful companies prepare themselves for a crisis putting the right people in key positions. A team of communications experts with experience in crisis management is necessary in order to deal with issues and protect the reputation of a company. This team of communications professionals is a keystone in every crisis management plan because these people must be ready to face the uncertainty and transform it into trust and confidence among the stakeholders.

McDonald’s cuts ties with chicken supplier accused of cruelty

01 Tuesday Sep 2015

Posted by in Cases

≈ Leave a comment

Tags

, ,

XXX MONEY-FILE-IMAGES-EMB324.JPG PA

Source: USA Today

McDonald’s has cut ties with one of its chicken suppliers after an animal rights group obtained gruesome video footage that appears to show operators of the Tennessee poultry farm clubbing small and sickly birds to death.

The video taken at T&S Farm in Dukedom, Tenn., which the activist group Mercy for Animals says was secretly recorded by one of the group’s investigators, appears to show a man and woman at the farm pummeling the birds using a pole with a large spike attached to the end of it.

The graphic video, which was viewed by USA TODAY, also shows the workers standing on the birds heads and pulling their bodies to break their necks.

The farm is a contractor for the mega poultry producer Tyson Foods which supplies chicken for McDonald’s, which is the second biggest purchaser of poultry in the USA.

Tyson’s spokesman Worth Sparkman said the company was investigating the video, but “based on what we currently know, we are terminating the farmer’s contract to grow chickens for us.”

“We’re committed to animal well-being but don’t believe this video accurately depicts the treatment of chickens by the thousands of farmers who supply us,” Sparkman said in a statement.

McDonald’s said in a statement that the activity depicted in the video was “unacceptable” and expressed support for Tyson’s decision to end the relationship with the supplier.

“We’re working with Tyson Foods to further investigate this situation and reinforce our expectations around animal health and welfare at the farm level,” the McDonald’s statement said. “We’re committed to working with animal welfare and industry experts to inform our policies that promote better management, strong employee education and verification of practices.”

Vandhana Bala, an attorney for Mercy for Animals, said the video was recorded recently by one of the group’s investigators who applied for a job at T&S and worked at the farm for about four weeks. During that time, she says the investigator witnessed more than 100 instances of abuse of the animals.

Mercy for Animals also says their investigator found that the birds were bred to grow so quickly that they became crippled by their own weight and often died from organ failure. The group also claims that the birds are crammed into sheds where they live in their own waste before being trucked on to the slaughterhouse.

All birds grown at the farm, which has a capacity of more than 120,000 birds, were transported to Tyson’s processing facility in Union City, Tenn., a plant dedicated to making Chicken McNuggets and other chicken products for McDonald’s, according to the group.

“It is important for McDonald’s to take the ethical stance that these sorts of really horrible institutionalized forms of animal abuse be eliminated from its supply chain,” Bala told USA TODAY.

Susan Blassingame, one of the owners of T&S Farm, declined to comment.

The video’s publication comes as America’s top burger chain has been mired in a sales slump and has attempted to bolster the image of its food.

Late last year, McDonald’s posted on YouTube a behind-the-scenes video of one of five U.S. facilities where Chicken McNuggets are produced. The chain decided to lift the veil on how its chicken is made after repeatedly being asked by customers what their nuggets are made of. The chain has also gone to great effort to shake the perception of selling only junk food by offering mandarins in Happy Meals and introducing egg whites to its breakfast menu.

Mercy for Animals has taken aim at suppliers of McDonald’s and other fast food chains in the past.

In 2011, McDonald’s and Target called on its U.S. egg supply chain manager, Cargill Inc., to end its relationship with Sparboe Farms in Litchfield, Minn. after Mercy for Animals published undercover video of farm workers swinging a chicken by a rope or chain and another of a worker shoving a hen in a co-worker’s pants pocket.

A 2012 video showing Idaho dairy workers abusing cows at a farm supplying Burger King led to criminal convictions.

After the Idaho video, lawmakers in that state passed legislation banning undercover videos at factory farms. A federal judge in Idaho, however, ruled earlier this month the state’s ban was unconstitutional because it violated the 1st Amendment. Missouri, Iowa, Kansas, Montana, North Dakota, Utah and North Carolina have passed similar laws that are currently on the books.

In the new video, Bala said the group decided to obscure the faces of the individuals that appear to be clubbing the birds out of abundance of concern that they not violate state privacy laws. She said the group also on Tuesday turned over the video footage to local law enforcement officials in hopes they’ll prosecute the farmers.

Mercy for Animals officials called on McDonald’s, which has enormous purchasing power, to push its suppliers to make a number of changes to its farming practices, including ending selective breeding practices and providing birds with more space.

“It’s not good enough for McDonald’s to simply end its contract with this one farm,” said group spokesman Matt Rice. “What we’re asking McDonald’s to do is end animal abuse throughout its entire supply chain by adopting meaningful animal welfare requirements for all of its suppliers.”