I’ve been watching the painful crisis PR news unfold as Ford Motor Company announced massive job cuts. In time, over 30,000 auto manufacturing jobs and 14 plants will be a distant memory. Compound this fact with General Motors announcing their own deep cuts and you have a crisis of conscience in the automobile industry.

While most CEOs facing deep cuts make a cursory business press tour and slink back into their corner offices, Ford’s PR team sent their telegenic, 48 year old CEO on a whirlwind media tour. Bill Ford is on the cover of Time magazine this week, speaking with Bloomberg and just about everyone else who will listen to him. In addition, Bill Ford appeared this weekend in a widely-broadcast television commercial touting the strength and stability of Ford Motor Company and the quality of Ford automobiles.

Simply put, Bill Ford’s presence creates the perception that Ford is forging ahead while their competition pauses to lick their wounds. Ford’s PR team ripped a page out the textbook and followed it to the letter – they recognized the intrinsic value of getting their message out in front of bad news, and did what it took to succeed.

Kudos to Bill Ford and his PR team for realizing that a comprehensive communications campaign can minimize damage and shape the opinions of shareholders and consumers.

It’s great to see Public Relations executed so well.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.