Top 10 Factors That Determine Media Coverage of a Recall

2Top 10 Factors That Determine Media Coverage of a Recall

Contrary to popular belief, there is such a thing as bad publicity. Product recalls, especially those involving serious safety hazards, would certainly qualify. However, media outlets play an important role in raising awareness and response rates. With so many types of outlets, from niche trade publications to national broadcasts, most recalls will receive news coverage somewhere. But what determines which recalls will dominate news cycles? There are several factors that can play a part, but in many cases, several of them must occur at the same time to receive widespread coverage.

B A C K G R O U N D

3Top 10 Factors That Determine Media Coverage of a Recall

When the hazard – even a serious one – is still considered “potential,” the issue may seem abstract. It may receive widespread coverage, but usually when combined with another factor. But when the recall impacts a real person or a beloved pet, it is much more likely to receive major media attention, regardless of other

circumstances. This is especially true if the people involved are willing to be interviewed, if there is video of the incident, or both. Footage of fires associated with self-balancing scooters known as hoverboards didn’t only go viral on social media; they were picked up by traditional media, too.

Cases such as the Peanut Corporation of America, which resulted in prison time for executives, are rare. So when they do happen, they will receive coverage for months and even years as appeals play out. But fines levied by regulatory agencies

and class action lawsuits are far less rare, and they are likely to receive their share of attention from the media as well.

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2 . F I N E S A N D L E G A L T R O U B L E

4Top 10 Factors That Determine Media Coverage of a Recall

Recalls involving large numbers of units have a tendency to catch the eye of reporters and editors. However, this is typically only the case for recalls that reach the consumer level. Recalls of products used in hospital settings, for example, may not be covered except by trade publications, regardless of size. It’s also important to note that

media outlets and the general public may view the number of units involved differently than companies themselves and even the regulatory agencies that govern them. If a recall could be viewed as large in scope, it may be reported that way by news outlets, even if other stakeholders don’t see it that way.

High-profile companies and those that produce highly-anticipated products, such as electronics with new and exciting features, are fortunate to

receive an abundance of free media, even in the absence of a defect. The flip side is that when something goes wrong, the media spotlight will only intensify. As they saying goes, “the bigger they are, the harder they fall.”

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4 . P R O D U C T P R O M I N E N C E

5Top 10 Factors That Determine Media Coverage of a Recall

When the company in question has already been in the news recently, the media is not only more likely to cover the recall; they will often revisit the previous headlines. If the earlier coverage was

not flattering, companies should be prepared to deal with both the recall and the resurfacing of old news.

Foreign objects in food and pharmaceuticals aren’t uncommon. When those materials are plastic or metal, for example, they will probably receive some coverage. But objects such as

rodents, insects, and hair – while not necessarily more hazardous than many recall causes – tend to make people take notice, and media outlets are no exception.

“Death Wish Coffee” is a catchy name. But when it experienced a recall in 2017, headlines such as “Death Wish Coffee Recalled Because It Can Literally Kill You” were everywhere. While companies probably don’t want to avoid clever

brand names just because of that possibility, those that do go that route should be aware of the implications when a recall occurs.

5 . P R E V I O U S ( U N R E L AT E D ) N E W S C O V E R A G E

6 . T H E “ E W W ! ” F A C T O R

7 . T H E “ I R R E S I S T I B L E H E A D L I N E ” F A C T O R

6Top 10 Factors That Determine Media Coverage of a Recall

While this factor alone typically won’t result in high levels of coverage for a particular recall, a slow

news day combined with one or more additional factors can often equate to more coverage.

A recall that doesn’t grab the attention of the national media may still receive coverage in local news outlets if the company is based nearby,

if the affected product was disproportionately distributed in a certain area, or if a recall affected a local citizen.

Delays, inadequate remedies, understaffed contact centers with painstakingly long hold times, and many other common pitfalls can result in some of the most damaging headlines. But

the good news is that recall management it is also the factor companies have the most control over. Companies should always have detailed recall plans at the ready, and they should bridge any gaps in their knowledge by reaching out to experienced recall partners.

8 . S L O W N E W S D AY S

9 . L O C AT I O N , L O C AT I O N , L O C AT I O N

1 0 . P O O R R E C A L L M A N A G E M E N T

Regardless of how much coverage a recall receives, it is important to recognize that there are ways to minimize the negativity associated with the situation. Well-managed recalls may fade from the headlines as consumers are made whole. In some cases, the media may even report on the effectiveness of a recall, turning the news into a relatively positive story.

Since coverage can be difficult to predict, companies should be ready for anything. Preparation and proven best practices for recall execution are key to protecting brands – regardless of how newsworthy the recall is considered to be.

C O N C L U S I O N

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