Firestone rebuilds image after recall

NASHVILLE, TN: Bridgestone/Firestone will focus its PR efforts on

brand quality and rebuilding its brand image after agreeing to a new

recall of 3.5 million Wilderness AT tires.

Earlier this year, the company was contesting a National Highway Traffic

Safety Administration (NHTSA) push for a second recall to follow last

year's pull of 6.5 million Firestone tires.

But the company changed its mind early last week. While it does not

agree with the NHTSA's contention that the tires are unsafe, by agreeing

to the latest recall, "we would be able to close this particular chapter

in the company's history," said Jill Bratina, Firestone director of


"It was important to do, so we could focus on our rebuilding


Firestone will continue working with Ketchum and PSI for ongoing

brand-rebuilding PR, she said. PR will support the company's latest ad

campaign, which began in April.

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