While “success” may not be the word that comes to mind right now when thinking of Toyota, they have handled their crisis communications expertly.
One of the first things we tell our crisis clients is to tell their whole story, quickly and truthfully.
Toyota has been very good about keeping the general public apprised of any developments – both through earned media and ads. Case in point, this ad that ran in The Oregonian (and countless other papers around the country) yesterday.
It’s not a 4-color, flashy, distracting and unbelievable ad. It’s a black and white full-page ad, nestled into the main section. And, if readers take away nothing more than the headline, the ad is a success. So, good work Toyota. Here’s to resolving the safety issues in your cars permanently and to eventually bouncing back into the good graces of your customers.