Edited on Jun 17, 2026.
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 was on the cover of Time magazine, speaking with Bloomberg and just about everyone else who would listen to him. Ford also appeared 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 created the perception that Ford was forging ahead while their competition paused to lick their wounds. Ford's PR team ripped a page out of 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. Public relations executed well.
Further reading on Ford's later CEO-level communications challenges: Everything-PR coverage of the Ford CEO's PR problem.