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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.