PUBLIC-RELATIONS CONSIDERATIONS OF CONSUMER PRODUCT RECALL

Consumer product recalls are a pervasive phe nomenon of enormous conse quence. Manufacturers; consumers, retailers, government regulators and the media are all major players on the recall scene, where the stakes involve unemployment, product line or plant closure, injury and death . This article argues that: 1) Product recalls are quantitatively and qualitatively significant; 2) Product recalls vary widely in effective ness; 3) Numerous variables appear to influence recall effectiveness; and 4) Despite the great variance in recall outcome, and the plethora of variables, it is possible to identify a series of hypothesized comm unication tactics likely to enhance recall success. Dr. Gibson is an A ssociate Professor of Communication Arts at Georgia Southern Universit y.