Recalls

2007 was the Year of the Recall as three separate events all generated front-page attention: spinach, toys, and pet food. Exacerbating an already significant public alarm, two of those recalls involved China and deep concern in the U.S. over how unmonitored parties in that country caused or contributed to the problem.

The Levick Product Recall team was the primary communications counselor on all three of those watershed recalls – an obvious testament to the breadth and depth of our relevant expertise.

It is not just the underlying cause of the recall that is important. Yes, it is crucially important to address public concerns over the safety of specific products. But it is equally important that the recall itself is managed flawlessly; that all the right steps are taken, and that communications about the recall process are equally cogent and reassuring to regulators and consumers.

Optimally managed, a product recall is an opportunity for companies and industry groups to seize a leadership role as stewards of public safety. If 2007 was the Year of the Recall, we are now embarked on the Decade of the Recall. In this environment, businesses now have no choice but to be leaders.