Applying Brakes To Asbestos Story

AMB EXCLUSIVE--PR pros are saying that a strategy of honesty and cooperation, mixed with caution and common sense, of course, may help put the brakes on additional media coverage concerning supposed health risks faced by mechanics who perform brake jobs--and their customers sitting in the waiting room.

Aftermarket retailers and shop owners may be getting requests for comment from their local television, radio and newspaper operations. Customers also may have questions and concerns should this national story keep rolling along.

Reuters, the international wire service, and Paul Harvey News, the most listened-to radio program in the U.S., are among the media outlets that have picked-up on Thursday’s piece in the Seattle Post-Intelligencer. Headlined “Nation’s mechanics at risk from asbestos,” the story--written by Andrew Schneider and Carol Smith--carries a subhead of “Deadly fibers are found in brakes, but officials have kept silent.”

The story and an accompanying package of sidebars can be read at:

http://seattlep-i.nwsource.com/uncivilaction/brks16.shtml

The gist of the lengthy piece is a series of allegations surrounding asbestos in brake parts and the impact of the dust created during servicing. It discusses the potential harm to technicians and others in the shop area, and the lack thus-far of suitable government protections. The story also says that the airborne fibers can be carried home in clothing, and that asbestos-related fatal illnesses can remain undetected for years after exposure.

More than 24 hours after the story broke, there was no response from brake-related industry associations. Three associations contacted directly declined to even address the issue.

At the local level, some of the fallout over brake shoes can be given the boot if retailers/shop owners avoid giving the impression that they are trying to cover up or avoid the issue, according to industry experts familiar with media interviews.

“The worst thing you can say is, ‘No comment; get the hell out of my store,’” says Bob Hill, president of Hill & Co. Advertising and Public Relations in Bedford, Texas. (It specializes in assisting aftermarket businesses.) “You have to understand that public perception is everything,” he stresses.

“To a reporter, ‘no comment’ is the equivalent of refusing a Breathalyzer test--it implies guilt,” Hill notes. “You always have a comment. But, there’s no rule that says it has to be an instant comment, or even an ‘on-camera’ comment. It’s within your rights as an aftermarket executive to have your facts straight before giving a statement. You also have the right to be comfortable making your remarks,” he says, adding that it’s entirely appropriate to discuss, even on-camera, your reluctance and/or apprehensions regarding such a public appearance.

If you do decline an on-camera appearance, “don’t put your hand on the lense” to block the interview. It’s important to keep your emotions in-check and maintain a most human demeanor even if you are thoroughly annoyed with the whole process.

“Comments made in the heat of the moment are likely to wind up in your morning newspaper or on the six o’ clock ‘Action News.’ If you don’t want your words to come back to haunt you, remember the person interviewing you is just doing their job. Keep your cool and stay focused on the facts,” Hill says.

Respect the reporter’s deadline requirements. Even a small-town weekly newspaper can have tighter than tight deadlines; ditto for radio and TV, where they can be hourly.

“If a reporter calls you don’t think you can make a friend by not calling back,” Hill cautions. This brake story is not likely to stop soon.

Do prepare a media strategy within your company. In this instance, follow the link above and read the story to educate yourself on the issue. Contact your suppliers to gather information on the products if needed. Have a high-ranking person designated--and available--to take media calls and make comments. “You might get (reporters quoting) a cashier, the guy at the parts counter or a guy in the service bay” should a chain of command/response not be established.

Tell the truth; and don’t play fast and loose with the facts. “This isn’t the time to do that.” If needed, take the time to contact suitable experts without appearing evasive.

Hill suggests putting a human face on the entire issue. “You’re not talking about brake pads--you’re talking about lives.” By cooperating and being concerned yet pleasant “you’ve done a whole lot more to humanize the situation,” Hill points out.

Ross Kogel, executive vice president of the Tire Association of North America, has felt the heat of the media in regard to the Bridgestone/Firestone tire recall and the related safety issues kept rolling through the entire tire industry. It was tough coverage, but seemingly necessary under the circumstances. “The vast majority of reporters are good, and the vast majority of reporters are worth talking to.”

Find out what the story is to be about, and what types of quotes are wanted, Kogel suggests. Ask about the deadline in relation to your ability to come up with the required information. “A lot of times common sense will tell you” if an interview request seems fishy. But, again, avoid the “no comment” if at all possible.

Kogel does say that you can refuse interviews if you suspect the story is being used to scare people rather than provide education to the public. Only the ranking media contact person should make this decision, however--never let an underling decline to comment, get rude with a reporter or otherwise accelerate this braking situation. Take time to research a question if you don’t know the answer.

“You’re trying to get a good message out there,” says Kogel, suggesting that with the brake issue an emphasis on safety should be pushed even if the details surrounding the alleged asbestos threat remain unclear. “The automotive industry invented the rear-view mirror,” he muses, adding that “it’s very important that the industry as a whole put the image forward that we are concerned about safety.”

11/20/00