Image source: Your Best Digs
Toilet paper factories went into production overdrive after coronavirus-induced panic buying and hording caused a shortage of the product last month. Likewise, the brands’ communications went into high gear to respond to urgent questions from consumers and journalists: Why is there no toilet paper on store shelves? When is it coming? Where can I find it?
Whether employing in-house communications teams or outside agencies, brands worked feverishly to explain that their factories were working overtime to produce more bath tissue, reassure consumers the product was coming, and urge people not to hoard. They posted announcements on their websites, engaged with consumers on social media, and arranged interviews with journalists.
Georgia-Pacific, maker of Angel Soft and Quilted Northern, in particular drew high marks for its PR response.
A Spike in Social Media Messages
A spike in inquires and complaints on social media as hording began alerted communications teams about the coming PR issue. Social media sits within corporate communications at Georgia-Pacific, enabling its internal communications team to respond quickly, Rebecca Glassman, senior communications manager for the brands, told PR Week. After meeting with its legal experts, corporate communications posted messages on brand websites and social media on March 13, 72 hours before competitors, Glassman says. The brand posted videos of factories churning out the product.
“When this all started, we recognized the importance of being transparent,” she told PR Week. “We knew we needed to be quick. We had a narrow window to be ahead of the curve and be on the front lines.”
Many people asked: So if you’re working so hard making toilet paper, why can’t I find it stores? As journalists tried to get to the bottom of that problem, the brand explained issues involved in supply-chain management. Getting a product in the consumer’s hands requires more than making it. Local retailers are a major factor.
Supply-Chain Management Expertise
Judging from its extensive media coverage, the brand was successful in getting its message across. Media outlets now turn to Georgia-Pacific for its expertise in supply-chain management, said Katie Paine, CEO of Paine Publishing.
Georgia-Pacific Director of Communications and Public Relations Meg Fligg told Paine the brand’s goals were to:
- Dispel the rumor that toilet paper is made in China — 90% of bath tissue used in the US is made in the US.
- Discourage hoarding by assuring people that the company continues to make the product and that it will be on the shelves.
- Be human and embrace its authentic voice. Share their love for the product and show others that it’s made by real people in their communities.
Authenticity was the main key to its success, Paine says. “They were themselves—authentic—showing off what they’ve been doing for 20 years, just taking advantage of the spotlight to show their passion and expertise. And they demonstrated empathy for their employees and customers,” Paine says.
Bottom Line: Georgia-Pacific toilet paper brands successfully spread their messages through earned media and owned media channels following the run on their products. After a busy media relations campaign, journalists are turning to the brands for their supply-chain management insights.
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Michael Kling is manager of public relations, marketing and social media at Glean.info, a media monitoring and measurement service that provides customized media monitoring and PR analytics solutions.
