In an era where the public sources news from both traditional and emerging media, including social media, automotive companies must rethink how they handle crises swiftly and effectively. The last three years have seen industry giants like Volkswagen, Tesla, Toyota, and Subaru navigating significant PR challenges. These examples underscore the necessity for a robust, next-generation online newsroom equipped with an integrated Digital Asset Management (DAM) system, enabling 24/7 secure self-service for journalists.
Crisis: Volkswagen's manipulation of emissions tests led to a major environmental and legal scandal.
PR Response: A comprehensive PR campaign focused on public apologies, rebranding, and a commitment to electric vehicle development.
Enhanced PR Response: A branded online newsroom would have allowed Volkswagen to provide journalists with immediate access to pre-approved statements, visual narratives, detailed information about the emissions issue, and high-quality images of new eco-friendly initiatives, ensuring consistent and accurate reporting.
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Tesla Autopilot Accidents
Crisis: High-profile accidents raised safety concerns about Tesla's self-driving technology.
PR Response: Tesla emphasized the safety and advancements of its Autopilot system through detailed explanations and continuous updates.
Enhanced PR Response: Tesla could have used a branded online newsroom to distribute real-time updates, technical explanations, and video demonstrations of the Autopilot system’s safety features, enabling journalists to convey the company’s commitment to safety and technological advancements effectively.
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Toyota and Subaru Recall Over Faulty Fuel Pumps
Crisis: A massive recall due to faulty fuel pumps that could cause engine stalls.
PR Response: Transparent communication and a coordinated recall process reassured customers and ensured their safety.
Enhanced PR Response: An integrated DAM within a branded online newsroom would have allowed Toyota and Subaru to quickly share recall procedures, safety information, and images of the repair process with journalists, facilitating clear and comprehensive coverage that reassured customers and stakeholders.
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Instant Response to a Crisis
In each of these cases, the automotive companies' ability to manage and communicate during the crises was paramount. An advanced online newsroom, like Lookatmedia™, would have provided significant advantages:
24/7 Secure Self-Service
Journalists need access to up-to-date, pre-approved media assets and stories at all times. Lookatmedia™ platform ensures this, facilitating timely and accurate reporting.
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Integrated DAM
The ability to manage and distribute high-quality, compliant images and videos efficiently is crucial during a crisis. This ensures that the right messages are conveyed visually and consistently.
Automated Indexing
Lookatmedia™ newsrooms automatically index stories to platforms like Google News and Apple News, expanding reach and ensuring that accurate information is disseminated quickly.
Instant Notifications to Journalists
Lookatmedia™ online newsrooms have an innovation that enables automotive companies to instantly send breaking news alerts and notifications directly to journalists, dramatically reducing response times during crises. With real-time updates and direct access to pre-approved media assets, journalists can quickly and accurately report on unfolding events, ensuring that the company's message is conveyed swiftly and effectively.
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Next Generation of Crisis Needs a Next-Generation Solution
The recent crises in the automotive industry highlight the critical need for a next-generation online newsroom. Companies must be equipped with tools that allow for seamless, efficient, and controlled communication, ensuring they can maintain public trust and manage their reputations effectively. Lookatmedia™ offers the necessary features to meet these demands, providing a comprehensive solution for modern PR challenges.
In an era where the speed and accuracy of information dissemination are crucial, investing in an advanced online newsroom is no longer optional but essential for automotive companies aiming to navigate crises successfully.
