Total Recall: Pulling The Plug On Products Requires Grace Under Fire

Crisis management is firmly imbedded in every communicator's portfolio of responsibilities, but it's by no means the job perk that gets them out of bed every morning - especially in today's hyperbolic media cycle, where every organization is under the microscope. But, increased scrutiny from constituent groups or not, the PR industry has weathered its fair share of crises in recent years, with those involving product recalls making up a majority of the management missteps. Consider behemoth corporations such as Mattel, Apple and Dell - all of these giants have executed a highly publicized product recall within the last year, making the sector of crisis communications a prime topic du jour. These examples, among many others, set the stage for PR best practices when it comes time to pull the plug on a product before an audience of fierce (and litigious) onlookers. *Address the white elephant in the room: Before the need for a product recall ever becomes clear, PR execs need to get in front of senior managers and discuss the c-word.

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