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Detroit – and Michigan at large – is known for resilient roots in the automotive industry, where the strength and grit of its people are strongly connected to the field. With recent innovations and technologies within the industry, consumers rely on automotive companies to be transparent and effective in their messaging. Because of this, automotive communications have proved to be a crucial part of the PR field.

I recently spoke with Curt McAllister, Midwest Public Relations Manager at Toyota Motor North America and board member at PRSA Detroit, to learn more about the role communication plays in the automotive industry, particularly in areas of safety, innovation and responsibility.

“It all starts with transparency,” McAllister said. “Communicators need to be forthright about what safety equipment and precautionary protocols already exist at their company (products, services, facilities, etc.). In the case of an accident, transparency and an immediate response are crucial, even if to say, ‘the situation is under investigation and we’ll have an update soon.’ Sticking your head in the sand and hoping a safety issue will eventually go away can result in long-lasting damage to your company’s reputation (brand) and financial bottom line.”

“Toyota uses a variety of communications vehicles to reach both groups,” McAllister said. “Internally, team members have access to a ‘My Toyota’ intranet portal, which provides an array of information associated with recent company announcements and developments, and a multi-function ‘toolbox’ which aids in ongoing company education and personal job growth. Externally, Toyota utilizes the talents of colleagues in corporate communications who cover the areas of product, technology and mobility, manufacturing, finance, investor relations, government affairs and social media. Our media website, ToyotaNewsRoom.com, is also vital in reaching a variety of external audiences. While media in scope, the website is public, meaning that anyone (both internal and external stakeholders) can access the latest information, news, images and video assets in real time.”

“Because Toyota employs a multi-pathway approach in our vehicle lineup offerings, we have experts in every conceivable facet of design, technology and propulsion,” he said. “These experts are often called upon to deliver white papers, or expert engineering analyses at industry conferences and symposiums, often frequented by media members. This technical expertise allows us to discuss the benefits and challenges of subjects like battery electric vehicles, autonomous driving and alternative fuels.”

“The connection can be found in the benefits enjoyed by the end users - our customers and the driving public at large,” McAllister said. “Innovation, safety and responsibility go hand in hand with the goal of societal betterment. Vehicles cannot be safer without innovation, and we have the responsibility to innovate to produce the safest, most reliable products possible.”

“Storytelling around the auto industry will always be more impactful and heartfelt in our state because of its rich automotive history,” McAllister said. “The auto industry continues to be the lifeblood of Michigan, and its sheer size and complexity provides countless interesting storylines for any organization with direct ties to the automotive sector. There are thousands of stories yet to be told about Michiganders who design, engineer, build and sell these marvelous machines.”

Communication is vital for the automotive industry. Consumers want to know that they are safe while still keeping up with the latest innovations and creations in the field. Ensuring this in a timely and efficient manner provides a strong foundation for future communications between the company and its publics.