Whether a company is facing solvency problems, management upheaval or other serious problems
attracting attention, ensuring sensible communication tactics are not thwarted by its own
management and processes is often the hardest part of mounting a successful defence of its reputation.
The tactics for stopping a crisis becoming a PR disaster are well known and have been extensively
documented, so why do wellresourced companies with lots of bright people (ranging right up to
giants like Toyota and General Motors) sometimes make such a disaster of it? Poor PR tactics may be the final problem, but often the PR failings are driven by underpressure management teams or single executives making disastrous decisions – perhaps sometimes
through bad judgment, but also as a result of established psychological factors.
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