Exhausted by the VW saga?
Well take a moment to think just how much sleep the marketing and PR team in Wolfsburg have had since the story of the dodgy emissions broke.
It’s a tale that the media worldwide simply love. A global brand that can’t put a foot wrong, with a consistently high Buzz score showing a real positive perception among the public.
And then it turns out that in the US, for sure, they’ve been cooking the books.
Not only does it have trust implications for customers, but there are also big financial issues and even worse, health questions that now have to be answered about the diesel fumes that have been pumped out of the back of these previously trustworthy and reliable motors.
Of course VW is a monster global brand. But what if your small business suddenly came up against such negative publicity? How would you handle it?
For VW it now has to be all about fact. Keep the media and the public fully informed on all that is going on but make sure that ‘economic with the truth’ is a phrase that can’t be levelled at the current response. There’s more than enough bad news out there already.
And because of that now really is the time to clean the stables. The ‘resignation’ of chief executive Martin Winterkorn is a first step but the last thing VW needs is for more ‘revelations’.
The media have the taste for this story and they won’t stop if there is more to tell. So get all the facts out there, good or bad, and put in the hard work that has made this brand so trustworthy to make it strong again.
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