Automaker PR Has A Harder Job Than You’d Think: COTD

For the most part, much of the interaction between car journalists and automaker public relations officials involves press releases and press events. It’s easy to think that these folks have quite the cushy gig, but it isn’t always fun at wineries and driving new cars. Sometimes, the automaker’s PR has to deal with a huge crisis.

Jason wrote about how Toyota responded to a television news segment that revealed that its trucks could be broken into using a pencil. Sid Bridge takes off his funny hat and puts on his PR hat:

Time to put on my PR hat and chime in, I suppose.
This one of the biggest nightmares for a PR person, and textbook failure of a company to understand and value public relations.

In other words, someone – likely an executive, a CEO or a chief legal officer, made the following two mistakes (among many, many others): 1. Treated the reporter as an adversary or an annoyance and 2. Clearly did NOT have PR counsel in a position of power.

In this industry, in order to be effective at PR, we always demand “a seat at the table.” If no PR person gets to have direct access to the executive team, there’s a good chance no one will be a voice of reason and say something like “Do you have any idea how many people you’re harming with ____ policy?”

Of course, legal will snap back with something like “If we admit responsibility there will be a billion lawsuits” and corporate will say something like “It’s going to cost too much to fix and the news will just disappear”. That’s where it’s my responsibility to remind everyone to do the right thing.

Toyota should have known they’d be on the hook for a recall. Even if it was too late, they should had jumped on the problem properly. Acknowledge that they were late to the game, accept responsibility and get the fix out there. All of this can be done while still being legal-compliant (believe me, I have spent my career making sure I understand the ins and outs of communicating while keeping lawyers happy).

To be fair, it was the 1980’s and I feel like PR has grown up a lot since then. We still hold the response to the Tylenol crisis of 1982 the a textbook example of how to jump on top of a problem and communicate clearly. Since then, things have gotten better but not universally.

It’s telling that the letter that went to Toyota owners was signed from “Toyota Motor Sales” and not from some more over-arching corporate source/named exec.

I’ve found in my position I spend a lot of time helping others understand reporters from programs like “Fight Back” and how much you can engage without being the villain. And I always remind people that the best way to not look like the villain is to NOT ACT LIKE ONE. Any company that acts like the bad guy isn’t gonna get me for an employee.

Matt wrote about our participation in the upcoming RADwood NorCal event. Canopysaurus:

What’s our Vector, Victor?

Wonk Unit:

We have clearance, Clarence.

Data:

Clarence Oveur, Over.

Dan Bee:

Surely you can’t be serious.

Bluetooth Cassette Tape:

I am serious, and don’t call me Shirley.

SlowBrownWagon:

Looks like I picked the wrong week to quit sniffing glue.

Airplane! references always get me!

Have a great evening, everyone.

Top graphic image: Toyota