View the Media as an Asset During a Recall By Roger Hancock, CEO of Recall InfoLink

Food recalls have been occurring frequently, with cucumbers, carrots, walnuts, meats, and more being recalled recently. The reasons behind the recalls have been varied, including E. coli and listeria contamination, mislabeled allergens, and other issues that could threaten public health. These incidents must be contained quickly and communicated accurately to reduce damages.

While it’s important for the recalling company to use internal channels like websites, social media, and loyalty databases to share information, that alone is not enough to reach a wide audience. Food businesses must work closely and collaboratively with the media to generate awareness and provide instructions on next steps.

Media: An Asset and an Ally

During a food recall, companies must focus on protecting public health, pulling potentially contaminated products from the marketplace, and alerting consumers about the situation. The media is an essential way to quickly share critical information with consumers and other key audiences. In fact, proper communication distributed widely can raise awareness, educate the public, and even save lives.

Companies may fear that sharing information with the media could result in negative press coverage that would damage their brand reputation. Truthfully, with the right communications strategy and approach, the media can be a tremendous asset – not a threat – during a recall.

During a recall, food businesses must shift their mindset from “we need to avoid negative press coverage” and instead recognize that the media can be instrumental in accelerating public awareness, proactive risk management, and operational resilience.

Secure Informative, Non-Accusatory Media Coverage
When companies are honest about what happened, how it happened, and what happens next, the media can distribute factual, non-accusatory information, focusing on public safety rather than blame. Therefore, it’s essential for companies to be straightforward, providing detailed information about affected products, batch or lot numbers, potential risks, and what consumers should do if they bought (or consumed) recalled products.

However, if a company tries to hide or deny a food safety breach, the media is left to focus on other things – like inefficiencies, errors, and mismanagement of recall procedures. Without accurate, transparent messages coming directly from the recalling company, the media, consumers, and other audiences may rely on inaccurate, sensationalist information posted on social media and spread via word-of-mouth. This rapid spread of misinformation can complicate the recall and compromise public health, causing negative press coverage and reputational damage for the companies involved.

Work Effectively (& Successfully) with the Media During a Recall
Media coverage can make or break consumer perception of a food business during a recall. There are things food businesses can do to help steer the narrative and ensure that facts – not rumors – reach the public.

Before a Recall

Prepare. Create a crisis communications plan. Assign roles and responsibilities. Designate a media spokesperson. Develop templates of media materials. Practice with your team, rehearsing different scenarios. If your company isn’t prepared in advance, the result is often frantic scrambling during a recall, as the team tries to figure out what to do and say. Being reactive instead of proactive makes it difficult to successfully control the narrative.

During a recall.

Spread accurate messages.
Work with the media to disseminate your key messages to the public. Explain which products are being recalled, and include details (e.g., batch or lot numbers, sell-by dates, retailers that sold the impacted products, etc.) Be clear, concise, and honest. Emphasize your company’s commitment to food safety and public health.

Be honest.
Trying to hide information, “spin” the facts, or avoid responsibility will backfire. Conflicting, incomplete, or inaccurate information can irrevocably erode consumer trust. And if you’re not honest and forthcoming, the media may portray your company unfavorably.

Act quickly.
In a food recall, where consumer health may be at risk, it’s essential to get information out as quickly – and widely – as possible. Collaborate with the media to inform the public about the recall, and provide clear instructions on what to do if people bought (or consumed) recalled products.

Be accurate.
While it’s important to get information out quickly, it’s more important to be accurate. Distribute correct information, including batch or lot numbers, the source of contamination, and other pertinent details. Errors cause confusion, the spread of misinformation, and can contribute to consumer panic. For instance, during the recent deli meat recall, the company didn’t report all contaminated products at first. When the brand expanded the recall, it caused confusion, led to another round of media coverage, and eroded consumer trust.

Be empathetic.
Regardless of the reasons behind the recall, be understanding about the risks to your customers and the disruption to your supply chain partners. If your messages to the media, consumers, and other key audiences lack empathy, you may come across as uncaring – which can be more damaging to your brand reputation than the recall itself. Customers are more likely to stay loyal to a brand that appears honest, authentic, and genuinely concerned about their well-being.

Demonstrate action.
Show what your company’s doing to contain the situation, prevent future food safety breaches, and keep consumers safe. Be transparent and show swift, decisive action so the media’s focus can remain on non-accusatory information.
After a recall.

Show how you’re making things right. Tell the media how your company is investing in risk prevention for the future. Provide updates about ongoing recovery efforts. Reiterate your commitment to public health and product quality.

Monitor media coverage and public perception. Use tech tools to gather insights around press coverage and public sentiments. This effort helps you determine the impact of a recall and any damage to your brand reputation. Use this feedback to drive future communication strategies.

Review communication efforts. Meet with your team to discuss what went well and what could be improved in the future. Adjust your communications plan and approach accordingly.

A proactive recall plan, clear messaging, and transparent communication show a commitment to safety and accountability, turning a potential crisis into an opportunity to strengthen consumer confidence. The media can be part of that winning strategy when it is seen as an asset rather than a risk, helping you protect your brand and consumers – before, during and after a recall.

Roger Hancock, CEO of Recall InfoLink is one of the world’s foremost experts on recalls, with experience that spans the retail, tech, data, regulatory, and supply chain.

Recall InfoLink makes recalls faster, easier, and more accurate across the supply chain to protect consumers and brands. As the only company focused entirely on recalls, Recall InfoLink’s solutions drive immediate action, streamline the recall process, and simplify compliance. Recall InfoLink helps brands become Recall Ready by standardizing data, collaborating with their supply chains, and practicing recall simulations.

www.recallinfolink.com