GM CEO Barra’s Crisis Management Failure – What NOT To Do During A Press Conference.
Editor’s Note: Crisis communications expert David Johnson shares his latest analysis of the ongoing GM recall crisis. To gain more insight on the situation, click here to read David’s post, “GM’s Crisis Management Scorecard.”
By David E. Johnson,CEO, Strategic Vision, LLC
Mary Barra, CEO of General Motors has been attempting to give a new face and brand identity toGeneral Motors since taking her position. In her initial response to a crisis that had resulted in 13 acknowledged deaths and the recall of over 2.6 million vehicles, Barra had scored high marks with the media, stockholders, employees, and consumers by showing empathy, taking responsibility, and reaching out to all key stakeholders in her initial response. That is why her announcement of the results of an internal investigation that led to the recall and her answers to reporters’ questions seemed lacking and unable to shake the crisis. In many ways, Barra, the new face of the automaker resembled the old General Motors.
What did she and General Motors do wrong with the press conference and her answers to reporters regarding the company’s internal investigation?