|
|
|
|
Studies and papers published by the Product Recall Research Group
Rich Text Format or Adobe Acrobat format Abstract: The present study categorizes consumer product recalls into six categories, and a final, miscellaneous grouping. The six main recall categories are: 1) children's products; 2) motor vehicles; 3) appliances and tools; 4) perishables; 5) furniture/computer; and 6) sports and recreation. Based upon previous use of this typology (Gibson, 1997; Gibson, 1998), we extend these recall analyses by quantifying the same categories, and seeking the same monthly and seasonal correlations. In addition, the present study also compares the incidence of government-ordered vs. relatively voluntary recalls. 1997 recall amounts and patterns differ little from the 1996 quantification. Recalls occur frequently; there were 2,447 recalls in 1997 (an average of 6.70 each day, or almost 47 per week). Some months see relatively little recall activity compared to others, and there appears to be a modified seasonal variable at work. The incidence of government-ordered recalls compared to voluntary recalls varies from recall category to category; there is no apparent pattern.
Rich Text Format or Adobe Acrobat format Abstract: Recalls of consumer products are a frequent occurrence, with potentially devastating consequences for manufacturers, retailers, and purchasers. While the exact number of recalls each year is unknown, I counted 2,447 in 1997, using primarily regulatory agency data. That is 6.7 each day, or about 47 each week. Public Relations Quarterly has included a number of articles on product recall over the years. Warner’s 1980 study of the Corning percolator recall was one of several published studies focusing on that particular recall. Heather Schoeny won the Bernays Cup with an essay on a recall, and my study of print recall communication was published in 1997. A study of the Odwalla juice recall ran in 1998, authored by Thomsen and Rawson, and a year later another Odwalla piece by Thomas Evans was published. The focus of this product recall public relations study is the dominant role now played by computers. It is no overstatement to suggest that the old rules of recall communication no longer fully apply, as they have been supplanted by the new order, a cyber-revolution. We’ll examine three topics, to facilitate our appreciation of the significance of cybercommunication in contemporary recalls: 1) Recalls are public relations; 2) The cyber-revolution has occurred; and 3) Cyber-recall problems.
Rich Text Format or Adobe Acrobat format Abstract: Product recalls are pervasive economic phenomenon, which occur frequently and can have devastating consequences for the recalling firm. This paper documents the significance of product recalls, and of advertising as a means of recall communication. This paper presents a taxonomy of the major modes of advertising encountered in product recall campaigns. Additionally, certain prescriptive admonitions are suggested for each of the three dominant print modes; direct mail, display ads, and point-of-sales messages. Finally, a series of basic generalizations about recall print advertising are advanced.
Rich Text Format or Adobe Acrobat format Abstract: The present study described Federal regulatory agency standards for news releases, and their effect on communication outcomes. Initially, the importance of public relations to successful product recall campaigns is demonstrated. Next, the significance of communication in general and news releases in particular to recall public relations is discussed. Consumer Product Safety Commission news release standards are described, and exemplified. Finally, using news releases issued by recalling companies and by regulatory agencies, we observed certain tendencies in the two sets of news releases; in certain ways there was intragroup similarity, yet there was some inter-group correspondence as well.
Rich Text Format or Adobe Acrobat format Synopsis: Crisis public relations practice must rank among the most challenging aspects of this communication discipline. Public, media and regulatory interest may be intense, time is of the essence, and there are no easy answers. At times, the very survival of an institution may be at stake. Consumer product recalls are particularly pernicious public relations problems, because they occur relatively frequently, have potentially disastrous consequences, and require considerable attention from public relations staff. Even if a corporate recall is managed by the CEO, another manager, or even a committee, the procedure is basically a combined public relations/marketing operation, designed to attain traditional public relations objectives.
Rich Text Format or Adobe Acrobat format Abstract: In light of the relative frequency of product recalls, it is not surprising that firms understand and even sometimes budget for recalls. They anticipate certain direct costs of recall campaigns, like consumer notification and product repair, replacement, or refund. However, there are also indirect costs imposed on firms by recalls. Twelve indirect costs will be discussed; 1) recaller lost sales, 2) competitor's lost sales, 3) GNP reduction, 4) stock losses, 5) copycat crimes, 6) reduced public goodwill, 7) increased product liability litigation, 8) stealing customer lists, 9) creation of discoverable documents, 10) increased insurance premiums, 11) decreased use of regultory alternatives, and 12) CEO personal liability.
Rich Text Format or Adobe Acrobat format Abstract: The most consistent issue in product recall policy discussion is the ineffectiveness of many recalls, and the reasons for recall failure. The present study recognizes four stereotypical recall villains, thought to impair recall outcomes; industry, regulatory agencies, media, and the public. In fact, suboptimal recalls result from one or more of ten complex factors, identified and documented in the present study. These ten factors include flaws in recall legislation, the commercial nature of the media, fragmented recall political jurisdictions, the sheer volume of recalls, and the fact that inadequate attention is paid to the communication nature of recall campaigns. A model to explain recall newsworthiness, and resultant media play and public attention, is suggested.
|