Tips on handling media releases for product recalls

In our blog post about product recall, we emphasized the importance of having a good public notification strategy. A good plan will downplay the negatives and show that your company is willing to do their part to help.  The FDA suggests the following tips to  effectively notify the public about a recall. 

• Media releases — Especially in situations where a recalled product may pose a significant health or safety hazard, and the product is in the hands of consumers, a media release should be a very high priority and issued promptly. 

The FDA recommends consulting with your local District Recall Coordinator  before you issue your release . In fact, a joint press release with the FDA may benefit both your company and the agency. The press release should include the following information:

• Problem description — Your public notification strategy should clearly identify the problem with the product and any potential health hazard(s) associated with it.

• Extent of the recall — Your product recall public notification should identify how far you intend for the recall to extend (e.g., wholesale, retail, or user level). 

• Recall instructions — Your instructions for the recall should be as clear as possible. It should also explain your procedure for correcting or replacing the product.  If possible, it should include a return response card or form with all the instructions from your recall letter. 

Evaluating the effectiveness of your product recall is also important.  According to the FDA, "It is the recalling firm’s responsibility to assure that the recall is effective." The organization strongly recommends that strategies are in place that measure the effectiveness of a product recall.