How Not To Do Brand PR: Volvo Crashes Brand New Car In Safety Demonstration

I just read this story via Wired, “Video: Volvo accidentally smashes new car in safety demo“. It pretty much sums up the perfect PR disaster during a product launch or demonstration. Great stuff for nightmares, really… especially when Volvo’s main “brand attribute” is… wait for it… “safety”.

To add insult to injury, apart from this occurring in front of the entire media corp Volvo invited, it was all captured on video…

(And blogged about all over the interwebs)

The question for discussion is: If you were the Corporate Communications officer or PR representative for Volvo that day, what would you have done?

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