PR TECHNIQUE CRISIS PR: Lessons of a blowout - What can we learn from the Ford/Firestone tire recall? As John Frank explains, unlike the Tylenol crisis, the problem is that they just can't seem to put a lid on it

While the Ford-Firestone tire recall drags on, crisis communications lessons already are emerging from the debacle. Chief among them: crisis communicators need to constantly re-examine their standard operating procedures to stay relevant and timely. Focusing first on tactics rather than goals can spell long-term failure for a crisis response.