PR Strategy For Your Company After A Product Recall

recall public relations crisis management strategy

A major product recall can become a nightmare for your company. Having your name appear in the media in an unflattering light can take the wind out of many strong brands. The bad press your business receives cannot be avoided after a recall, but you can meet a recall with wise PR moves. A PR firm can guide you through the process of recovering your public image and quickly mitigate a tough situation do to help your company recover.

Accept The Reality Of The Situation

You must not deny the situation as it stands currently. You know that you must recall a major product, and you know that the public will get a hold of information about the recall. Hiding from the problem only makes your business seem out of touch with society, and you must accept that people in the digital age will know exactly why your product was recalled. The power of social media thought leaders can make or break your brand.

Strong Communications Plan

A strong communications plan can be the boat the helps you weather the storm. This is where a brand should not make a move without the help of a public relations firm at your side. Releasing a statement about the recall is a wise decision, but you must let your PR driven communications strategy help deliver your messaging. The wording used in the statement is crucial to your brands reputation.

Set Up A Special Recall Processing Team

The recall processing team must have its own website, its own phone line and a few dedicated personnel. Customers who need to participate in your recall will get immediate service, and you will not cause a logjam through mishandling the recall. Your customers will appreciate the attention you have paid to the recall, and you will retain many customers who appreciate your attention to the situation. The communications produced by your processing team should be reviewed by the PR firm, and you will send a consistent message to all your customers. Social media in today's world will highlight inconsistencies in your message, and you will receive even more bad press as a result of poor communications policies.

Use Social Media

Reaching out to customers on social media will help everyone become a part of the recall. Your public image will be impacted further if you have a segment of customers who did not hear about the recall. A social media campaign through all your social media accounts will be shared widely. You can send all your customers to the recall webpage, and you will get everyone into the recall as quickly as possible. Recalls can make or break a company and it's reputation without careful guidance and a strong communications plan. Contact 5WPR today to learn how we can help you navigate during times of crisis.

Written by

Robert Ford

"> Rob Ford is a Managing Partner and Executive Vice President at 5W where he leads the Corporate Communications division as well as the Crisis Communications practice and helps direct the core operations of the firm day-to-day. Rob leads a team serving clients across real estate, financial services, fintech, enterprise technology, AI, legal services, health care, and defense tech - bringing senior-level strategic thinking and hands-on campaign leadership to every engagement. At 5W, Rob shapes the firm's strategic direction across multiple dimensions: reimagining service offerings, driving AI-enablement, defining company culture and guiding principles, and sharpening the firm's digital communications and marketing. He is the architect of 5W's crisis preparedness framework and a trusted advisor to C-suite leaders on crisis readiness, response strategy, and executive media training. Rob is a crisis strategist and brand protection leader who helps high-growth and established companies navigate their most critical moments - from ransomware attacks and data breaches to government investigations, high-stakes litigation, and activist investor proxy fights. His expertise is built on a foundation that spans corporate communications, public affairs, and advocacy with experience shaping public opinion at both the local and national levels for Fortune 500 companies, trade associations, and nonprofits across industries including telecom, agriculture, biotech, retail, and defense. Rob has a Bachelor of Science degree in Business Administration from the University of Delaware.

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