View the Media as an Ally (Not an Adversary) During Recalls

By Roger Hancock, CEO of Recall InfoLink

Recalls are a constant in the food industry – and these incidents continue to make news. Recent food recalls – including potato chips, chocolate, chicken nuggets, and more – were issued in the first weeks of 2025. In fact, recalls are at a five-year high.

As the media continues to report on these incidents, many industry leaders worry that any press coverage could damage their brand reputation and ruin public trust. It’s time to shift that mindset, viewing the media as an ally instead of an adversary. In truth, the media can be a huge asset during recalls, rather than a threat.

Work collaboratively with the media during a recall

When a recall occurs, food brands must prioritize public health. This includes notifying consumers and other key audiences about the recall so they can act appropriately. Recognize that the media can help distribute recall information to a wider audience than any food brand could reach alone. Therefore, act collaboratively with the press, giving them accurate, real-time information and updates about what happened and what to do next. Media coverage about the incident can help protect public health, reduce confusion, and drive specific actions.

That said, it’s critical for food brands to be honest, accurate, and transparent during recalls. When brands share accurate information about what products were impacted, batch or lot numbers, where they were sold, etc., that’s what the media will focus on.

Negative publicity is more likely to occur when companies try to hide or deny a food safety breach, or if they’re not transparent about what happened. In those cases, the media will look for information wherever they can find it, sometimes using social media or word-of-mouth complaints for their stories. When information comes from potentially unreliable sources, it’s often inaccurate. This rapid spread of misinformation can complicate the recall and compromise public health – and that’s what can cause negative press coverage. If the recalling company isn’t forthcoming – or they provide incomplete or incorrect information – the story may shift and focus on that.

Remember, the way you communicate about the food recall can impact your brand more than the recall itself. 

Brands must cooperate with the media, leveraging any opportunity to reiterate their commitment to food safety to a wide audience. Recalls – and the media coverage around them – doesn’t necessarily define food brands moving forward. Plenty of companies have successfully navigated recalls while retaining their reputation and customer loyalty.

Promote recalls as proactive safety measures

The food industry and the media have an opportunity to “flip the script” about recalls as proactive safety measures rather than brand failures. Keep in mind that not all recalls are due to a foodborne illness outbreak, like E. coli or Salmonella. In many cases, recalls are issued out of an abundance of caution because of the possibility of a safety breach. Reporters understand that food brands often go to great lengths – and huge expense – recalling products to protect public health. Their goal is to report the facts, not shame the recalling company.

Regardless of whether a recall occurred due to contamination at a processing plant or an undeclared allergen, recalling companies can leverage the power of the media to generate awareness and drive proper actions. Strong, collaborative communication allows the media to focus on the facts, without assigning blame.  

To successfully work with the media:

Before a recall

Prepare in advance. Create a communications plan before you need it. Stressful situations often evoke panic, so it’s helpful to have a roadmap to follow. Outline protocol, establish internal roles, and create template materials and messaging. Designate a media spokesperson and prepare them for this role. Hold recall simulations and practice your communications approach. Align with your trading partners so you’re prepared to deliver consistent messages. Doing this in advance will save you significant time, energy, and aggravation, since you won’t be trying to figure this out “on the fly” during a recall. 

During a recall

Be accurate and transparent. Disseminate information as quickly as possible, but only after you’ve had a chance to gather the facts. Take a beat to ensure that you have the correct information to share with the media (and the public), including batch or lot numbers, the source of contamination, where the products were sold, and other essential details. If you share inaccurate or incomplete information, it can hinder recall efforts, prolong public exposure to the recalled products, and possibly result in unfavorable media coverage.

Be forthcoming. Confusion is the enemy of a well-run recall, so provide clear, accurate statements. Explain what you’re doing to rectify the incident and ensure that it doesn’t happen again. Don’t try to hide the incident, “spin” it, or avoid responsibility, which often backfires. Without the correct information, the media will speculate and could spread misinformation. If you aren’t open and honest, the story becomes about that, which could lead to negative press coverage and loss of consumer trust.

Leverage tech tools. Technology is instrumental in a recall, helping determine what went wrong, where contaminated products traveled, etc. Tech tools are also critical to elevating communications efforts around a recall, allowing brands to issue accurate recall notifications faster and wider, which can help minimize risks and contain the damage. Today’s tech solutions have become much more affordable, accessible, and user-friendly, so use them to automate the communication process, expedite the delivery of critical information, ensure consistent messages, track media coverage, and monitor public sentiment.

Demonstrate concern and empathy. Reassure the public that you’re rectifying the situation, mitigating risks and proactively working to protect them. Demonstrate – through words and actions – that your brand is unwavering in your commitment to best practice safety protocols. If your messages come across as uncaring or insincere, it can damage your brand reputation and repel customers. Customers are more likely to stay loyal to a brand that appears honest, authentic, and concerned about their well-being.

After a recall

Spotlight your efforts to make things right. Explain what you’ve done, and will do, to ensure food safety. Discuss how you’ll prevent future incidents from happening, and reiterate your commitment to food safety and public health.

Review your processes. Meet with your team to discuss key learnings. Determine what could be improved in your communications approach, and adjust accordingly.

Your brand can fully recover from a food recall – maintaining your brand reputation and customer loyalty – if you’re proactive, transparent, and compassionate in your communications. View the media as an ally and an asset, helping your company spread information and protect public health.

Roger Hancock, CEO of Recall InfoLink is one of the world’s foremost experts on recalls, with experience that spans the retail, tech, data, regulatory, and supply chain. Recall InfoLink makes recalls faster, easier, and more accurate across the supply chain to protect consumers and brands. As the only company focused entirely on recalls, Recall InfoLink’s solutions drive immediate action, streamline the recall process, and simplify compliance. Recall InfoLink helps brands become Recall Ready by standardizing data, collaborating with their supply chains, and practicing recall simulations.