Wednesday, August 29, 2007

Not So Shocking Recall

PR students and pros alike can remember the landmark case of tampered Tylenol being recalled by Johnson and Johnson. It's literally a textbook example of putting the well-being of the customer before profits.

So it's good to see West Michigan shoe manufacturer Wolverine World Wide demonstrating good PR in a recall of steel-toed boots that could lead to a shock if the wearer encounters electric current. Wolverine announces the recall front and center on its Web site by posting the release from the US Product Safety Commission.

This is not only honest and ethical, but it's good business. It's a time-tested formular: short-term bad press and revenue loss = long-term solid reputation and repeat sales. It's good PR.

No comments: