When monosodium glutamate (MSG) first came under fire in 1968, the flavor additive avoided banishment from the market, in part because in some foods it occurs naturally. But other foods aren’t so lucky, and are recalled. Eliot Hoff, senior VP at APCO Worldwide, has been through his share of recalls, and offers some advice for effective recall communications:
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Show respect and empathy. You are dealing with the public’s health and safety, and that is a major responsibility.
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Communicate the facts. Admit the unknown and commit to a continuous flow of information as it becomes available.
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Act quickly. The first hours of a recall determine its outcome.
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Consider all audiences. Communicate openly and thoroughly to ensure a safe and speedy outcome.
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Communicate proportionally. Understand the extent of the recall and manage the crisis, do not use the opportunity to try to enhance your corporate reputation.
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Find the root cause. Ensure that once the recall is complete, the underlying cause is studied and rectified.
PR News subscribers can find more food and event PR strategies in the case study: "PR Event With Scientific and Culinary Flavors Leaves Attendees With a Good MSG Taste in Their Mouths."
Since every business is based on the principle, to serve the human kind, so pros have to show the respect and empathy to the public because it deals with health and safety of the public which is a great responsibility.