Hasta La Creative!

In a letter to employees, General Motors CEO Mary Barra wrote the company’s “reputation” won’t be determined by the ongoing recall of 1.6 million vehicles with potentially fatal ignition switch problems — but how it addresses the “problem going forward.”

If that’s Ms. Barra’s litmus test, then GM’s efforts at reputation management are still idling in neutral, warn some Crisis PR experts.

One of the first rules of reputation management is to be proactive, not reactive. Reputation experts say GM’s response seems to have been a day late and a dollar short since the first field reports started trickling in about the faulty ignition switches that have been linked to at least 12 deaths.

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