Modeling the Recall and Warning Process in the Foodborne Event: The Recall as Real-Time Risk/Crisis Communication

• In Event: Message Producing and Message Monitoring in Real-Time: The Challenges and the Opportunities in Crisis Communication

Abstract

The recalls of a defective or dangerous product constitute the primary method used by organizations to reduce the public’s exposure when an unacceptable risk has been identified. This analysis examines the risk communication processes associated with the food recall. We draw on the work of Teratanavat, Hooker and Salin (2002) and Teratanavat and Hooker (2004) regarding the dynamics of food recalls and on the work of Mileti and Fitzpatrick (1992) and Mileti and Peek (2000) regarding public warning models to develop a four stage model of the communication processes associated with the food recall. By collecting and modeling data during an unfolding crisis, message producers could more efficiently and effectively make real-time decisions. Throughout the recall process, there are points at which intervention can occur and messages can be developed to be responsive to the public health risk and the needs of the general publics. In this way, the recall as a form risk/crisis communication can be enhanced.

Authors

• Matthew Seeger, Wayne State Univ

• Julie Novak, Wayne State Univ