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Updates about the massive Toyota recall are coming out daily, sometimes hourly. There are more recalls and more concerns from drivers—a public relations nightmare of the worst kind. Not only are huge dollar amounts and a company’s reputation at stake, but potentially people’s lives.

Yesterday a statement in the media by Chris Gidez, director of risk management and crisis communications at Hill & Knowlton, a public relations firm, got my attention. He made this point: “Today companies have to be Johnny-on-the spot as soon as something hits,” he said. “We live in a Facebook world and you have to move fast to keep consumers informed.”

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