2022 has been relatively calm when it comes to pet food recalls and litigation. Petfood Industry’s website lists only about 12 recalls thus far this year, most without being linked with any deaths; similarly, high-profile class action suits have not been prevalent this year.
Knock on wood! Perhaps longstanding sanitary measures, FSMA regulations and COVID biosecurity has increased pet food industry safety efforts since 2022. Yet the ideal time for pet food makers to react to recalls, lawsuits or any other crisis situation is before one occurs.
Pet food ingredient suppliers and equipment manufacturers must be prepared for recalls and other issues affecting pet foods, because pet owners want to know about the ingredients behind their pets’ foods and, when an issue threatens health or lives of their furry friends, may trace back any problems from brands to individual suppliers.
Due to readers’ increased concern over their pet’s health and nutrition, journalists in popular press are more likely to cover pet food recalls than ever. Whereas dog bites man isn’t news, but recalling dog food definitely is. Social media complicates matters even further – one angry customer could leverage social media platforms like Twitter to amplify their voice against recalls.
At the Kemin and Rheintek Seminar 2022 in Santiago, Chile on November 18th I discussed media relations during a crisis. Pet food manufacturers and ingredient suppliers can learn from how journalists work so as to be better prepared when facing recall or other crises, like recalls or other situations which require press attention. Being prepared for reporters’ questions can help industry professionals turn a crisis into an opportunity.
One key to successfully working with reporters during a recall is understanding their work environment. Journalists frequently work under tight deadlines and experience pressure to publish news ahead of competitors. Social media’s 24/7 feeds amp up these pressures further for journalists. Journalists must make the best use of whatever information is available when publishing articles or posts online. Pet food manufacturers and suppliers should quickly provide reporters with their official statement. Not only does active media outreach make companies more accessible and transparent to both press and consumers; additionally it may even help ensure FDA notifications reach target markets more quickly.
On the other hand, failing to engage with journalists and grant interviews may create the appearance of guilt for pet food companies and suppliers alike. While not every business can afford an in-house public relations team, all sizes of businesses can learn how to write press releases that address journalistic needs by thinking carefully about what journalists expect when writing press releases.