Egg Recall Scares Some, Brings Opportunities to Others
The Story
Millions of eggs have been recalled since a salmonella outbreak sickened over 1,000 people. The egg industry is on the defensive, but some local farmers have seen increased interest in their eggs. Both groups can use communication to their advantage.
Discussion Starters
- What is the best approach for the industry to repair its image and rebuild consumer trust?
- What are the communication objectives of the egg industry during the recall?
- How should egg producers communicate their messages? What communication medium would be best in this situation?
- How can independent farmers capitalize on the situation to promote locally produced eggs? What could be some of their key messages?
Asssignment Ideas
- In small groups, discuss a press release about one of the recalls. What principles of persuasion and communicating bad news are used in the announcement?
- Imagine that you're the owner of Morning Fresh Farms, a local egg producer in Colorado. Write a letter to consumers promoting your eggs. Use the opportunity of current egg recalls to educate the public about your products. Assume that this letter will be published as a full-page ad in the local newspaper. Read this article for background information.
- In small groups, review the website http://www.eggsafety.org/. What are the group's most convincing and least convincing arguments? Why do these arguments work well or fail to work?
GM Issues Recall for Safety Belts
The Story
Right on the heels of communicating good news (profits for a second quarter) and a big management change, General Motors gives us the bad news: 243,000 crossover vehicles are being recalled for a safety belt inspection.
Read more here.
Discussion Starters
- What are the potential consequences -- financial and non-financial -- of this recall to GM?
- What are the potential consequences of not communicating this message well?
- What considerations should GM take in communicating this bad news? What can it learn from Toyota's recent experience?
Assignment Ideas
- Analyze GM's recall message. Does the statement use the direct or indirect style of communication? Why do you think the company chose this approach? What other principles of communicating bad news do you see used in this message? Discuss your ideas with a partner.
- In small groups, search online for other recall messages. Have each person review one other recall message. Then, as a group, compare these messages to GM's. Which work best and why?
- Imagine that a business associate works for a bicycle manufacturer and has to recall 12,000 bikes because of faulty tires. Write a memo to your associate with your advice for writing an effective recall statement.
- Now imagine that you have to write the recall statement for the bicycle manufacturer. Draft and revise your statement until it's ready for publication.