Global headlines shout that Ford made its biggest ever loss – $12.7 BILLION in 2006 – the detail shows a few rays of sunlight, particularly with profit in Europe, although British brands, LandRover and Jaguar, don’t fare too well.
Financial results need to be presented accurately – but big bad news can affect morale and confidence all round. Thousands of online news reports, hundreds of blog posts and the attention of mainstream media across the world presents a huge challenge to the PR team managing this announcement.
What is vital is to create positive momentum from bad news – Marks & Spencer is now generating great headlines and good news stories. It is hard when bad news is big news, but brands like M&S and Ford have goodwill behind them – let’s hope the mighty blue oval can equally turn things around.