PR News Checklist: Sailing the Perfect Storm: Product ?Recalls in a Most Dangerous Age

(This article was written by Gene Grabowski, vice president of Levick Strategic Communications, and will appear in the upcoming PR News Crisis Management Guidebook,

available later this month. The 200-page guidebook includes strategies and tactics for avoiding or managing crises. Contact Amy Jefferies at ajefferies@accessintel.com to pre-order or visit http://www.prnewsonline.com.)

Product recalls are tricky no matter what year it is. In past decades, manufacturers pulled cars off the market as well as foodstuffs, drugs, and sundry other necessities

and luxuries. They fretted over stock value. And, of course, they were challenged to ensure that the buying public that trusted them for decades would continue to do so.