Bindeez Product Recall Nightmare Highlights Crisis Management Challenges For Business Says Thomas Murrell CEO of 8M Media and Communications
(PRWEB) November 7, 2007 -- "The recent product recall announcement for the popular children's toy, Bindeez, must be managed in a planned and strategic way to maintain the company's reputation," said crisis management expert, Thomas Murrell, co-author of Understanding Influence for Leaders at All Levels and CEO of 8M Media and Communications.
The award-winning children's toy has been recalled because it contains a chemical which turns into a dangerous party drug when metabolised in the body.
Bindeez are made in China and reported to contain hundreds of beads which can induce seizures, drowsiness or a coma if eaten.
"It is a big blow for the company which has experienced great growth since winning the 2007 Australian Toy of the Year award at the Melbourne Toy and Hobby fair and the key question is can Bindeez regain the trust of consumers?" Mr Murrell said.
"All Bindeez products will be removed from sale and households with the toy are urged to get rid of it, so this is a serious blow to the credibility and integrity of the product," Mr Murrell said.
Mr Murrell says there are nine actions Bindeez should now do to minimize the risk to their reputation:
1. Commit and engage - accept responsibility, do not blame others, engage with stakeholders especially consumers.
2. Clear plan - work to deadlines, work out differences & get any 'dirt' or negative actions out in the open.
3. Calm - company leaders must show confidence, caring, and certainty in a time of uncertainty.
4. Currency & accuracy - key messages - focus on human life - show empathy to those affected, accurate. facts & figures, what is the company doing to help, and what is the call to action for concerned parents.
5. Control the media - rehearse to stay on message, no speculation, no "off record", no "ambush".
6. Concise - release information, make it to the point and timely.
7. Convene - set up a crisis team, a crisis centre, hold a press conference so the action is a "one to many" communication activity.
8. Connect - set up up to date distribution & lists and release information.
9. Correct - evaluate, review & correct if necessary any misinformation.
Thomas Murrell MBA is an award winning broadcaster, international business speaker and reputation management consultant. His company, 8M Media & Communications, provides solutions to media and communication issues for Top 500 companies.
# # #