Crisis PR as seen from the textbook was on Sunday evening in the first at Anne Will. VW brand management Herbert Diess succeeds in placing successes in the show and to circumnavigate the most uncomfortable questions. If he answers, he has to laugh himself.
What responsibility VW wants to take was the first question to Mr Diess. “I believe that we have a responsibility and that we probably reacted too late to the slow drop in nitrogen oxides. Nitrogen oxides are dangerous (…) “After this confession of guilt he talks about how much VW has achieved so far:” We have improved a lot since the 90s (…). “And emphasizes that Volkswagen will continue along this path:” We have to get better faster “.
Step 1: Taking responsibility, Step 2: Emphasizing success, Step 3: Say that successes go on and then everything goes well.
This is how it runs through the program.
Example – The question about the expensive hardware solutions. Mr. Diess circumvents it as well as possible:
Step 1 “We had a lot to make up for”
2nd step: “The software solutions work”
Step 3: “By the way, even before the software update, our vehicles were among the best (…) and are now really in the top field of the top 3.”
The car industry now wants to invest 250 million euros – “not very frankly”, says Anne Will. The answer from the VW board: “Och, that’s a whole lot of money for us.” This not only makes the round and the audience laugh, after all, even Diess himself smiles. But he remains true to his line and describes the many possibilities that result from the money.
Crisis prevention and crisis PR can also be learned at DICT. Our experienced trainers ensure that you no longer have to worry about any crisis.
Contact: office@medientraining-institut.de
Image source: Ard-Mediathek (http://mediathek.daserste.de/Anne-Will/Das-Diesel-Chaos-wer-übernimmt-jetzt-d/Video?bcastId=328454&documentId=50573488)
