A PR Case Study in the Making

Pet owners and the FDA are closely following the sweeping recalls of dog and cat food by Canadian manufacturer Menu Foods. Pet food companies are recalling vast amounts of dog and cat food, because of contaminated wheat gluten used in the food. Public relations is playing a vital role in disseminating information to the public. Will we, as an industry look back on the pet food recalls of 2007, like we do the Tylenol contamination scare of 1982?