Honesty is the best policy

As in life, when it comes to tyre testing, honesty is the best policy. Nokian Tyres’ “worst day ever” happened at the end of February – with the Finnish manufacturer and well-known winter tyre specialist accused of manipulating tyre test results for a decade and then apologising for “mistakes” relating to tyre tests. The two quickest responses to the story were from Nokian Tyres itself and – more surprisingly – Michelin, which deftly pre-empted the widening of questions relating to tyre testing by putting out a statement of its own. As a result, both Nokian and Michelin have adopted exactly the right approach, from a communications perspective at least. Looking at the story through this lens we can see practical examples of the golden rules of PR in action – control the narrative, take initiative and tell the truth.