THE recall of Toyota cars in the US is probably one of the best case studies in PR crisis management today. When a crisis in confidence develops in a company’s product, officials cannot just keep quiet and hope that the problem goes away.
Companies, especially if they produce well-known brands, always need to be on their toes when it comes to public relations (PR). With the onset of new media such as blogging and social networking, the need for effective PR and communication is even more imperative as even one negative review on a product by just one blogger, when passed on from one web site to another, can break a company’s back if customers start believing the review and passing up on the product.
Having the right PR counselor and a correct publicity plan in place can often help a company deal with a crisis or even before trouble occurs, and help a company portray its products and services in a favorable light. (Click Something Like Life for the rest.)
(For my earlier column on the PR-Media relationship, click How to be an annoying publicist, Jan. 25, 2008.)
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