VW crisis shows importance of a PR plan

German car manufacturer Volkswagen is in full PR crisis mode this week, having become embroiled in one of the biggest scandals to hit the automotive industry in recent years.

The company has sensationally admitted that around 11 million of its cars worldwide were ‘rigged’ to cheat emissions testing, wiping millions off VW’s share value and raising serious questions about cars and the environment.

It’s a bombshell alright, but how is Volkswagen handling the crisis?

First of all the company’s CEO, Martin Winterkorn, faced up to the cameras, admitting that his company had deliberately set out to deceive US environmental regulators: “We totally screwed up