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.