It’s All About Communicating
10-05-2009
By Brett Berty
The FDA announced on September 30 its “Strategic Plan for Risk Communication,” creating the framework of actions it’s committed to carry out over the next five years to improve risk communications with the public. This announcement comes on the heels of the FDA’s Risk Communication Advisory Committee (RCAC) meeting August 13-14, 2009, addressing this issue.
The FDA’s effort to disseminate up-to-date recall information to consumers is laudable, but it’s only one part of the communications equation. Manufacturers of FDA regulated food or medical devices must also have a plan to effectively communicate recalls; the loyalty of their customers and brand reputation depends on it.
Companies involved with a recall have two separate considerations: the immediate requirement to execute an effective notification process through their distribution channels and retail outlets announcing the recall; and, equally important, managing the concerns of the consumer. Companies face the court of public opinion during a recall, and careful and thoughtful communications are an integral part of a successful recall strategy.
Other organizations are joining the conversation as well. The Food Marketing Institute (FMI) and GS1 US are joining forces to launch an online service about food recalls. Consumer Reports is working with the National Parent Teacher Association (PTA) and the National School Boards Association (NSBA) featuring alerts on recalled juvenile products.
Clearly, a strategic communications plan in critical. Take ownership of the message you want to convey. Failing to plan is planning to fail. The FDA’s recent efforts are commendable, and send a message to manufacturers to get their own ducks in a row and follow suit. Planning recall communications goes a long way to protect the consumer and the integrity of your brand.
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