Each day it seems we’re assailed with more recall notices. Just in the past week, those with metal hips from Johnson & Johnson unit DePuy Orthopaedics found out they have to send them back. Toyota had another recall, this time involving 1.1 million of its 2005 through 2008 Matrix and Corolla models. And before you return your car, return the GPS because Garmin recalled over one million of its nuvi devices.
Ad Age asked a few PR professionals about the impact that all of these recall announcements will have on consumers. “The transparency driven by social media is prompting companies to make different decisions about what they do around quality issues than they would have in the past,” said Gary Stockman, CEO of Porter Novelli.
Still, Stockman acknowledges that all of the recalls can have a desensitizing effect. (H&K’s U.S. director of risk management and crisis communication Chris Gidez also talks about “recall fatigue” in the story.) The magazine conducted a poll of 100 of its readers and found that 24 percent don’t care about the recall messages. Widespread disregard for a recall could have serious consequences for a company as well. Will we see changes in the ways companies make recall announcements because they’ve become so common?