Recall Announcements

Product recalls are classic bad-news messages. A recent example comes from Mushie & Co, makers of FRIGG silicone pacifiers. As we typically see, the company “voluntarily” recalled products after receiving more than 200 reports of “the silicone nipple detaching from the plastic shield of the pacifier.” No injuries were reported, but of course, the flaw presents a choking hazard for babies.

The company “volunteered,” but company leaders had little choice because of the danger and because the regulating government agency would likely demand a recall if they didn’t take action. Still, they demonstrate accountability despite the costs.

In addition to news reports, two main sources provide information about recalls:

• The U.S. Consumer Product Safety Commission

• The company

The messages offer similar information about product styles, dangers, and refunds. What we don’t see in these messages is a company apology; instead, this genre of business communication is essentially a template with the sole purpose of providing consumers with needed information.