Product recalls are a nightmare that no company wants to willingly go through. Many companies try to sweep it under the rug by quietly settling cases with the caveat that it cannot be discussed in public. While this strategy might work when the recall involves only a few customers, it will not for larger numbers. Putting a finger in the dyke mentality will only postpone the inevitable. Social media no longer allows company’s the luxury of controlling the message, all they can hope for is to manage the message, GM and Lululemon found this out the hard way.
Having a plan on how to handle product recalls is essential for all companies selling to the public. If a recall is warranted, how is it going to be carried out? Who will handle the messaging? How will the message be disseminated? These are questions that need answers to ensure that damage is not done to the brand or company. Having a plan is essential. Ad hoc approaches will not work – a sound communications plan as a part of the DR plan is the need of the hour.