Crises don’t have a schedule and often come at the most inconvenient times. The way your company responds to a crisis, like a recall, can define public perception and the economic future of your business. The key to minimizing damage isn’t reacting faster; it’s preparing smarter.

Here are five things you can do now to prepare for a recall:

1. Have Resources At-the-Ready

The last thing you want to do is be scrambling to find or create needed resources during a recall situation. Always be ready with:

• Photos of all packaging using exact names
• Plant codes, expiration dates and Julian dates (best if triple-checked)
• List of customers with contact information
• Website contact form and customer service phone at the ready to be deployed

It’s also important to keep an up-to-date list of key contacts, both internal team members and external partners.

Save extra headaches by saving all materials in multiple formats (not just online – save on your desktop!). Anticipate potential scenarios your company could face in the event of a recall and draft sample responses, press release, social media statement and internal announcements to use as a starting point. Templated materials related to the recall specifics should include a place to drop in a chart with plant codes, expiration dates, Julian dates and a place to add photos of all packaging, with exact product names.

Finally, remember that you have confidential support from UEP and AEB.

2. Build Your Crisis Team

Identify who will be at the table when urgent decisions need to be made – these core members of your crisis team, typically including leadership, communications, operations, legal and human resources. Identify positions, not people for this team. People may come and go, key leadership positions are more likely to stick around long-term. Establish clear roles and responsibilities for each position so that everyone understands their part.

3. Identify Experts You’ll Need

Outside of your core crisis team, you may need to enlist the help of subject-matter experts within your organization. Create a list of potential recall experts you may need and include them in your planning process. And remember that not all expertise lives within your organization – depending on the issue, you may need external advisors such as industry specialists, legal counsel or public relations professionals. Building these relationships before you need them ensures you can quickly access the knowledge you need to avoid scrambling under pressure.

4. Identify and Train Key Leaders

In any crisis, but especially a recall that involves consumers and public health, clear and consistent communication is critical. Designating one or more trained employees to serve in the following roles will allow for smooth communication to the right audience:

• Media-trained spokesperson(s) who will serve as the voice of your company
• Regulatory contact to gather and disseminate regulatory information with key leaders and the legal team
• Customer service contact to ensure transparency and maintain trust with key relationships
• Internal communications leader to relay information to employees and ensure confidentiality is maintained

5. Practice Your Plan

A plan is only as strong as the team that can carry it out. Schedule regular training such as tabletop exercises, mock recalls, or drills to test your crisis response. Practicing under simulated pressure allows you to identify gaps, improve coordination and ensure your team is ready to act when the real thing happens.

Preparedness won’t prevent a recall, but it will help you mitigate negative impacts, protect consumer confidence and allow minimal disruptions in your business. When the unexpected happens, trust your experience and lead with calm confidence.