Macy’s Misses With Martha Recall


Product recalls are never good news, but they are a fact of life for manufacturing and retail companies. They can even be opportunities for companies to show that they care about the people who buy their products, and to create a different kind of emotional connection, one that goes beyond excitement over the latest car, stroller or pair of flip-flops.

Macy's perhaps does not see it that way.

On Aug. 18 the U.S. Consumer Product Safety Commission announced a voluntary recall of the Martha Stewart Collection Enamel Cast Iron Casseroles, which are imported and sold by Macy's. According to the CPSC's press release, the enamel coating on the cast iron casseroles can crack during use and fly off as projectiles. Two incidents of the enamel flying off have been reported, although there have been no injuries.

The recall of 960,000 casseroles has been reported by the Wall Street Journal and Consumer Reports, but Macy's had not posted its own press release in its online press room as of 6 p.m. on Aug. 18. On the Macy's home page, there is a tiny link in the bottom right-hand corner called "Recalls," which takes you to a page that offers complete information about the recall, although this does not really qualify as consumer outreach.

Macy's Facebook wall had no mention of the recall, and the company had not sent out any tweets about it.

Granted, there have been no injuries, and it's not exactly the same thing as a car that accelerates of its own accord. But the story of the recall is rippling out anyway, and Macy's is missing from the story. A simple tweet and a Facebook post letting its fans and followers know about the recall, along with its own press statement, would have demonstrated forcibly that Macy's—like any company—is, in the end, an assemblage of people, that there is more to life than buying and selling and brand building. And that's good public relations.


3 Comments



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • A.L.

    Yes, this is bad PR, but did you really have to bring Toyota in the mix? Although you did not state the car manufacturer’s name, everyone knows who you’re talking about. 3/4 of that recall was a result of driver error anyway. It’s just not cool to hash it all out yet again. Other than that, great points.

  • S. Goldstein/PR News

    A.L.–You make a good point here. I was trying to point out that the dangers involved with the casseroles did not sound too dire, but in doing so I perhaps unfairly referred to Toyota.

  • Doug479

    Since you wrote “accord” I thought you meant Honda;)