In a straightforward press release, Kraft announced a recall of its Singles products. The headline is clear and specific, and the main point is up front. The notice begins as follows: 

THE KRAFT HEINZ COMPANY VOLUNTARILY RECALLS SELECT VARIETIES OF KRAFT SINGLES PRODUCTS DUE TO POTENTIAL CHOKING HAZARD

Only 3-Lb. and 4-Lb. Packages of Kraft Singles Included in Recall

NORTHFIELD, Ill.--(BUSINESS WIRE)--Jul. 31, 2015-- The Kraft Heinz Company is voluntarily recalling select code dates and manufacturing codes of Kraft Singles individually-wrapped slices due to the possibility that a thin strip of the individual packaging film may remain adhered to the slice after the wrapper has been removed. If the film sticks to the slice and is not removed, it could potentially cause a choking hazard.

This Smart News Release features multimedia. View the full release here:http://www.businesswire.com/news/home/20150731005896/en/

Kraft calls this a "Smart News Release" because it has more than text. A table and images show how to find affected products.

One line in the release expresses the company's sentiment: "We deeply regret this situation and apologize to any consumers we have disappointed."

Discussion Starters: 

• Complete an audience analysis for this situation. What is important for Kraft to know as it navigates this recall?
• Analyze the entire release for clarity, tone, organization, and so on. Which principles for bad-news messages from Chapter 8 are followed, and which are not?
• What else, if anything, should the company communicate at this point? Is the apology sufficient?