During a food recall, the primary focus must be on protecting public health, with supply chain partners working cooperatively to remove potentially contaminated products from the marketplace. The recalling company is responsible for distributing accurate information to key audiences, and the media plays an essential role when consumers may be affected.

Rather than asking “how can we avoid negative publicity during a recall?,” food businesses can flip the question to “how can we harness the power of the media to help us protect the public and our brand?” Often, companies fear the media, anticipating negative press will damage their brand reputation. But actually, the media can be instrumental in accelerating accurate messaging, better protecting consumers and brand reputation.

 Food recalls have been making the news frequently, as cucumbers, carrots, onions and many other foods have been recalled due to foodborne illnesses. The media has played an important role in spreading information about these recalls, helping to boost awareness, reduce risks, and protect public health.

When handled correctly, recalls can be seen as proactive safety measures rather than a brand failure. Ideally, recalling companies can use the power of the media by working with reporters to generate awareness and drive proper actions. Being transparent about what happened allows media coverage to focus on critical information without reflecting negatively on the brand involved. 

Confusion is the enemy of a well-processed recall. When companies provide truthful, real-time information, the media can craft accurate stories, including specific actions to take (such as return products to point of purchase for a refund, or seek medical attention if you’re feeling ill). If companies are transparent, empathetic and authentic, the news stories will reflect that.

Companies must share information about affected products, batch or lot numbers, potential risks, and what consumers should do if they bought or consumed recalled products. And trading partners must align to ensure consistent messaging between companies, regulators and the media.

On the other hand, if a company tries to hide or deny a food safety breach, the media could highlight the inefficiencies, delays or mishandling of recall procedures, with negative stories potentially damaging the company’s reputation. Without direct messages from the recalling company, the media may focus instead on inaccurate, sensationalist information shared on social media and via word of mouth. The ensuing spread of misinformation can complicate the recall and compromise public health. 

Therefore, it’s essential for food businesses across the supply chain — from the farms that grow the food to the retailers that sell it — to have solid, gold standard communication strategies that will help keep the public safe and manage brand reputation, during and after an incident.

It’s clear that media coverage can make or break consumer perception and trust in a brand during a recall. Therefore, companies must work closely with the media, providing accurate and timely information to steer the narrative. This helps ensure that facts, not rumors, reach the public. These collaborative efforts can go a long way in dispelling misinformation, minimizing panic, and demonstrating the company’s commitment to consumer safety. 

To accomplish this, do the following: 

Before a recall, develop a crisis communication plan, establishing key roles that include designating a media spokesperson. Develop templates of the media materials you’ll need, including a press release, media advisory, fact sheet and Q&A document. Compile contact information for all supply chain partners so you can reach out promptly in the event of a recall. Align with trading partners to define proactive communication strategies that you’ll implement together during a recall. This will help ensure that you provide accurate, consistent, integrated information to the media to help protect public health and your companies’ reputations. 

During a recall, work with your trading partners to provide clear, truthful information to the media, regulators, the public and other key audiences. Customize messages for each specific audience. Provide regular updates on recall progress, resolution efforts and actions for consumers to take if they bought or consumed recalled products. Work with trading partners to post updated information about the recall on company websites and other channels. Engage with media and consumers to answer questions and address concerns. Be honest and empathetic, reiterating your commitment to food safety and public health. 

After a recall, demonstrate how your company and supply chain partners are investing in risk prevention for the future. Update the media about ongoing recovery efforts. Utilize tools to monitor ongoing media coverage and public sentiment. 

During a recall, don’t fear the media or potentially negative press coverage. Instead, work cooperatively with the media to give an honest account of the recall, what consumers can do to protect themselves and others, and how you’re preventing future safety breaches from occurring again. When food businesses shift their mindset and collaborate with the press, they can better control the narrative to minimize damage and maximize safety.  

Roger Hancock is chief executive officer of Recall InfoLink.