I can’t believe that a giant like Toyota could behave so irresponsibly and thereby destroy the reputation that it has built over so many years. This is a classic case in point – and I have experienced it first-hand – where top executives place all their trust in their lawyers and accountants and other “highly qualified” professionals instead of their media advisors. After all, they think, what intelligence, knowledge and insight do you need to understand the media, public opinion and communications?
Understandably, for most PR consultants it’s still largely the “babes with balloons” but for strategic communications its about strategy, strategy and strategy!
When-ever something negative has occured, the best approach is to communicate honestly – win support by taking stakeholders into your confidence and engaging with them openly and transparently. Respond, Repent, Rectify/Repay/Replace and Report.
