McDonald's structures comms around product recall

OAKBROOK, IL: After a third-party assessment that McDonald's 'Shrek Forever After' promotional glassware contains cadmium - the toxic metal that caused past recalls led by the Consumer Product Safety Commission - the company is promoting a voluntary product recall.

OAKBROOK, IL: After a third-party assessment that McDonald's Shrek Forever After promotional glassware contains cadmium - the toxic metal that caused past recalls led by the Consumer Product Safety Commission - the company is promoting a voluntary product recall.

"We're leveraging all of our communications channels to reach all key audiences with the information," said Heather Oldani, director of US communications at McDonald's.

Oldani explained that the company's internal communications, external media relations, and social media team is handling the majority of the crisis communications effort. AOR GolinHarris is also providing social media support. 

Efforts include educating restaurant employees on how to effectively handle customer returns, as well as providing customers with information on the nature of the voluntary recall to help them make decisions on whether or not they should return the product.

The team is emphasizing the message that "it's a precautionary measure, and McDonald's has determined that a voluntary recall of the glassware is appropriate," she said.

Communications platforms include www.mcdonalds.com/glasses, a microsite created just prior to the recall announced on June 4, and McDonald's Twitter and Facebook accounts. The team is also handling media calls through a toll-free help line.

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