David Lemley in Marketingprofs.com writes:

How companies deal with negative experiences is just as important as creating positive experiences. In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet owners that they are being proactive in responding to concerns. Brands like Eukanuba, Iams and retailers such as PETCO and PetSmart have endeavored to be proactive in addressing the crisis by pulling product, providing notice information, and updating websites with information about the recall. Reacting immediately and proactively is not an option: It’s the right thing to do from both a humane perspective and from a brand-sustainability perspective. Read more