Make or Break: Managing the Media’s Role in Food Recalls

In a recall crisis, the media can be your greatest ally or your worst enemy – it all comes down to how you manage the message. With food recalls at a five year high, there’s (understandably!) increased consumer demand for real-time information about these incidents.

The media can be incredibly valuable in distributing updates to the public and other key stakeholders, but if the information they have is inaccurate or sensationalized, it’s not helpful in protecting public health. It’s important for food companies across the supply chain – from the farms that grow the food to the restaurants that serve it – to have good communication strategies that will keep the public safe and manage brand reputation both during and after an incident.  

The Importance of the Media’s Role

As we recently saw with the large, multi-state onion recall that impacted restaurants in at least 13 states, the media can rapidly spread recall news to a wide audience. In this case, the onion supplier was transparent and cooperative about the situation, and the recall was widely publicized in local and national press. As a result, multiple restaurant chains – including McDonald’s, Burger King, Taco Bell, and Pizza Hut – temporarily stopped serving onions as a precaution. The timely and accurate messaging provided to the media allowed for effective coverage that raised awareness about the situation, educated consumers, and helped minimize public health risks.

All food businesses need a strategic communications plan that covers what to do before, during, and after a recall.

Confusion is the enemy of a well-processed recall. Media outlets must have accurate information so they can disseminate correct messages, including specific actions for consumers and other key stakeholders to take. Companies need to clearly communicate with the media about affected products, batch numbers, potential risks, and what consumers should do if they bought (or consumed) recalled products. Trading partners must align to ensure clear, consistent, accurate messaging between companies, regulators, and the media, as we saw Taylor Farms – a supplier for McDonald’s and other restaurants – and their supply chain partners accomplish during the recent onion recall.

Companies must be honest and transparent, providing full disclosure about what happened, and what actions are needed by key audiences (e.g., trading partners, consumers). If a company isn’t proactive and truthful, the media could highlight delays or mishandling of recall procedures, damaging the company’s reputation even further.

Media Influence on Public Perception

Media coverage can shape consumer opinions about a brand and have long-term impact on brand trust and loyalty. Many factors outside of the recalling company’s control play a big role in shaping public perception, including social media, the viral nature of recall news, the spread of consumer feedback and complaints, etc. The effect of sensationalist information often drives public fear and misinformation, while lack of information can lead to incorrect assumptions or conclusions. Thoughtful interaction between the recalling company and the media allows truth to remain at the forefront. 

Media coverage has the power to make or break consumer trust in a brand, especially during a recall. How a company responds – and how that response is portrayed in the media – can leave a lasting impact on brand loyalty and reputation. The ripple effect extends far beyond traditional news outlets, with social media and other online platforms playing a key role in amplifying a recall. This rapid spread of information –often accompanied by consumer reactions, personal anecdotes, and even misinformation –can quickly escalate the situation, leaving brands scrambling to contain the damage.

While sensationalist headlines grab attention, they can also lead to widespread public fear and confusion. Consumers may lose confidence resulting in marketshare loss, not just in the affected product but in the brand itself, potentially swaying purchasing decisions for years to come. Similarly, a lack of timely updates or transparency can breed distrust, leading to assumptions that the company is hiding something.

This is why proactive, clear, and consistent communication is crucial. When companies work closely with the media, providing accurate and timely information, they can steer the narrative, ensuring that facts – not rumors – reach the public. Such collaboration helps dispel misinformation, minimize panic, and demonstrate the company’s commitment to consumer safety.

Strategies for Working with the Media to Maintain Brand Reputation

No recall is planned. They can happen to any food business at any time. Even organizations that have the most stringent food safety protocols in place can experience a mishap causing a product defect that has to be removed from the supply chain. For instance, when Taylor Farms inadvertently provided potentially contaminated onions to thousands of McDonald’s locations, McDonald’s and other restaurant chains made headlines, even though they weren’t the source of the breach. Multiple restaurant chains reacted quickly and appropriately, and temporarily stopped serving onions as a precaution to protect public health. Armed with correct information, the media was able to alert consumers about the recall, how it originated, which restaurants were impacted, and which restaurants temporarily pulled onions from their menus.

All food businesses need a strategic communications plan that covers what to do before, during, and after a recall.

Before a recall, have a crisis communication plan in place. As part of the plan, establish key roles, including a designated media spokesperson. Develop templates of the media materials you’ll need, including a press release, media advisory, fact sheet, and Q&A document. While the details will, of course, depend on the specifics of the recall, it’s helpful to have materials prepared in advance. Define proactive communication strategies to implement during a recall to build strong relationships with the media, enhance brand reputation, and maintain consumer loyalty.

During a recall, provide understandable, factual information to the media and public. Tailor the message to the audience. Be clear and concise. Avoid jargon and clichés. Give regular updates on recall progress, resolution efforts, and actions for consumers to take if they bought (or consumed) recalled products. Leverage company websites and social media platforms to disseminate information. Engage with media and consumers to answer questions and address concerns.

After a recall, demonstrate how your company is making things right and investing in risk prevention for the future. Update the media as appropriate, and keep the public informed of ongoing recovery efforts, as needed, to restore any lost trust. Utilize tools to monitor ongoing media coverage and public sentiment.

Hiding from the media is not a viable strategy for brand protection. If you’re anything but truthful and transparent, it could negatively impact your brand – possibly irrevocably. Work collaboratively with the media, viewing the press as an essential vehicle for getting honest, accurate information about the recall – and your brand – to the public.