Japanese car manufacturer Toyota has finally come to its PR senses by coming out in the open about its problem with sticking accelerator pedals and apologising for the panic caused by its global safety recall.
For a couple of months Toyota had been in denial about the existence of a problem with a potentially dangerous accelerator pedal fitted in several of its popular models.
However, to the welcome relief of the PR profession, the company has just issued a public statement saying it was extremely sorry for the way in which its precautionary measures had made its customers feel uneasy.
The car maker also made another positive move towards addressing anxiety amongst Toyota owners by setting up a customer relations helpline and a website explaining which models had been affected.
The recall crisis has been a massive dent in the reputation of the world's largest car manufacturer, with experts estimating a cost to the company of around $2 billion.
By virtue of Toyota's exemplary reputation for quality and reliability, the car maker could almost be forgiven for not having adequate crisis management measures in place.
However, the debacle has prompted many PR practitioners to remind clients that they should always be prepared for the worst. And the drop in Toyota's share value and its car sales figures clearly demonstrates how the power of PR and brand reputation cannot be taken lightly.
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