Whether it's a food scare, a design defect, a health problem, a manufacturing error or product tampering, product recall is part of the manufacturing process. There are hundreds of thousands of product recalls worldwide every week and some of these can escalate to crisis.
One of the essential elements in every product problem is the ability of the manufacturer or maker to realise at what point the problem can escalate to crisis status. Is it just a safety check or minor issue, or could it develop into a serious event with the possibility of class action and a critical effect on brand and reputation?
Crisis teams need to work with issues managers, product development managers, marketing managers and product recall teams to determine threats. It is essential to run regular product recall and integrated crisis exercises to test early warnings, identify gaps and confirm roles and responsibilities to manage a product crisis sooner rather than later.