Every so often, I post a recall notice—an example of a bad-news message. These warnings often follow a template, and we see how the company handles the communication in both a government announcement and for its customers.

The U.S. Food and Drug Administration (FDA) posted an official announcement from Natierra about high levels of lead in its organic freeze-dried blueberries. As expected, the statement includes which packages are affected, what effects the lead could have, how to get a refund, and what the company is doing to correct the situation. The ending reassures company stakeholders:

First and foremost, we remain focused on the health and welfare of our employees, customers, and partners. We are committed to taking the appropriate steps to ensure our network and services continue to operate seamlessly for our customers.

Contrasting this message with one posted on Natierra’s website, we see some similar language, but the website message is a bit more conversational and customer focused. The ending varies only with an introductory phrase, including “you”:

To continue to be the brand you trust and enjoy, we remain focused on the health and welfare of our employees, customers, and partners. We are committed to taking the appropriate steps to ensure our network and services continue to operate seamlessly for our customers.

Customers can expand headings under “FAQ—VOLUNTARY RECALL QUESTIONS” that provide the same information as in the FDA statement but in a friendlier format.

In both statements, we see the company taking responsibility and acting with integrity: being accountable for the problem and demonstrating transparency in the communication.