Public relations experts specialize in reality–particularly difficult realities. We know that the “fight or flight” response resides deep within human DNA and the DNA of the brands the we humans create. During challenging times, many chose to ignore the truth, to cover it up, or to slip into total denial. But the truth always prevails in the end, simply because it never goes away.
When mistakes are made, brands shouldn’t be afraid to appear human. The public, after all, is comprised of individuals, and each of us has our own moments of weakness, disappointment and poor judgment. For those people and brands willing to face the hard truths in life, the public—especially the American public—can be surprisingly forgiving. We love a comeback.
So when Toyota announces yet another recall, this time involving a whopping 7.43 million problem vehicles, the general public feels a little conflicted. We’re happy the brand accepted responsibility for its mistake, but we also want to know why this happened, and keeps happening. Events like these lead PR professionals to ask: Just what is the public relations toll of a recall? Read more