Second, the PCA might have desired corporate protection. The PCA did not issue a public announcement after the product recall because the corporation believed that confusion would lead customers to know little information about the PCA (Millner, & Sellnow, as cited in Hallman & Cuite, 2010, p. 266). The PCA might weigh its own values more than ethical communication. Perhaps the organization thought that its reputation would suffer less damage if customers had little information. According to FDA, internal records showed that PCA had identified salmonella in its products in 2007 and 2008 (May, 2013, p. 264). In fact, PCA did not publish the recall until early 2009. To protect its reputation, PCA tried to avoid acknowledging responsibility. In the end, even though the organization had known about the contamination before, PCA's executives still chose to be silent during the food crisis.