{Today’s guest post comes from veteran crisis comm guy, Adam Hollingsworth, who offers up three rules for keeping the public’s trust when communicating in the midst of chaos.}

Toyota just can’t seem to get it right.  And every PR flack worth his or her salt knows it.

Toyota was slow to respond to initial reports of uncontrolled acceleration in some of its vehicles.  Their corporate suits have been defensive in both media interviews and Congressional testimony.  And, worst of all, they have been less than sympathetic to the victims of the malfunctions.

Taking these three major gaffes together, Toyota has struck out when it comes to maintaining public trust.  And it looks like they’ve forgotten one of life’s great lessons: You never have a second chance to make a first impression.

That’s particularly true in a crisis.

Having advised a number of Fortune 500 companies through headline-grabbing crises, I know that navigating the bright lights of public scrutiny is hard work.  It’s also an inexact science where even the best-intentioned can stumble.  However, over the years, I’ve developed a few key rules that must be followed – including, by the way, giving the PR folks an equal seat at the table as soon as a nightmare strikes.

Unfortunately, that’s not how it works in many companies.  The typical first response of some corporate leaders and the lawyers that advise them is to say little, admit nothing and define the problem as isolated and not systemic.  That’s okay if the problem is isolated.  If not…well, just ask Toyota.

And Toyota, if you’re listening, here’s what the folks in your PR shop would like to say if they could just get a seat at your boardroom table:

Rule #1: Express sympathy. Sympathy for the problem, sympathy for the victims.  (And, no, expressing sympathy is not the same as admitting guilt or responsibility…it’s just a gracious and expected human response.)

Rule #2: Move quickly. Move quickly to meet victims’ needs.  Move quickly to provide solutions…or explain why solutions may take longer.  And move quickly to be transparent in the reporting of progress.  (I know it’s overused, but think Tylenol.)

Rule #3: Be consistent on facts and message. The day after a Toyota Prius driver accelerated to 94 mph on a California freeway, a Toyota spokesman was quoted in broadly distributed wire story that the company would soon be issuing a recall on the Prius. He also said the recall was delayed because a remedy had not yet been developed.  On the same day, however, Toyota posted a response on its web site calling the wire story inaccurate.  The response further said the Prius recall was issued last November…and it said that a remedy is available.

Huh?  Which is it?  Recalled or not recalled?  Are solutions available or are they still working on it?

Toyota engineering has been the envy of the auto world; great cars that maintain their value over the long-term.  The question is: will the company pay as much attention to their reputation and PR strategy as they have to building cars.  The future of their company hangs in the balance.

Adam Hollingsworth has spent nearly 20 years developing communications strategies in both the public and private sectors.  He currently works for the mayor of one of Florida’s largest cities.

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