DieselGate, tutti gli errori del team PR di Volkswagen

November 2 2015

“A costruire una reputazione occorre una vita. A distruggerla basta un attimo”.

Il lapidario commento di Gianni Puglisi, rettore dello IULM di Milano, riassume perfettamente la tempesta mediatica che si è abbattuta sulla casa automobilistica Volkswagen, accusata dall’Agenzia per la protezione ambientale americana (EPA) di aver truccato i dati relativi alle emissioni di sostanze inquinanti di alcune delle sue autovetture Diesel.

Il DieselGate, come è stato ribattezzato lo scandalo, si sta allargando a macchia d’olio, mettendo in seria difficoltà il colosso tedesco dal punto di vista economico, giudiziario e d’immagine. I numeri valgono più di un fiume d’inchiostro: 11 milioni di veicoli coinvolti, oltre 15 miliardi di euro di capitalizzazione bruciati a causa del crollo del titolo in Borsa, una multa monstre per danni ambientali (si parla di circa 18 miliardi di dollari) in arrivo dalle autorità americane. Un quadro da far tremare i polsi anche al manager più navigato, a cui si aggiunge una crepa nella credibilità del brand che rischia di assumere proporzioni ben più ampie delle perdite finanziarie.

Puglisi, intervistato da Affaritaliani.it, non ha usato giri di parole: “Volkswagen è riuscita ad azzerare una reputazione con solidità secolare, sinonimo di affidabilità, garanzia e sicurezza. Ora l’unico modo per risalire la china è rimboccarsi le maniche e mettersi al lavoro come se fossero dei novellini”.

Eppure Volkswagen finora ha fatto il minimo indispensabile sul terreno delle pubbliche relazioni. Florian Silnicki, esperto di comunicazione di crisi e fondatore dell’agenzia LaFrenchCom, ha analizzato sul sito di informazione francese Latribune.fr tutti gli errori commessi dall’azienda tedesca nel gestire la crisi.

Comunicazione inadeguata

Nella comunicazione di crisi le prime ore dallo scoppio della “bomba” sono decisive. È necessario comunicare in modo rapido ed efficace su tutti i canali ufficiali del brand per pilotare le informazioni che arrivano ai giornalisti e al pubblico, ridurre la fuga di notizie incontrollate e limitare al massimo il danno d’immagine. Volkswagen ha subito ammesso le proprie responsabilità, ma fino a ieri, a quattro giorni dall’inizio del polverone mediatico, la multinazionale non aveva pubblicato nessuna nota di scuse o di spiegazioni né sul sito dell’azienda né sui suoi canali Facebook e Twitter. Invece, proprio la comunicazione sui social è la carta migliore da giocare per limitare il più possibile i danni (ne avevamo parlato in questo post).

Dimissioni tardive

Martin Winterkorn, amministratore delegato di Volkswagen, ha ammesso che ben 11 milioni di veicoli erano coinvolti nella frode ambientale, presentando le proprie dimissioni. Mossa da manuale, ma anch’essa in ritardo di qualche giorno. Aspettando a dimettersi, Winterkorn ha seminato dubbi sulla disponibilità sua e del brand di assumersi le proprie responsabilità, causando un serio danno d’immagine. E non è andata molto meglio col suo videomessaggio: vago, generico, senza nemmeno un’informazione concreta e obiettiva, né riferimenti ai responsabili delle procedure finite nel mirino dell’EPA.

Comunicatori messi da parte

Volkswagen, a causa della gravità delle accuse mosse a suo carico e dell’apertura di inchieste giudiziarie in molti paesi, ha preferito lasciar gestire la comunicazione ai suoi avvocati piuttosto che al suo dipartimento PR. I primi, interessati soprattutto a contenere il disastro d’immagine, hanno concesso margini di manovra molto ristretti ai secondi, seguendo procedure di comunicazione aziendale ormai obsolete. Silenzio assordante, smentite maldestre, incapacità di fornire informazioni semplici su dati ormai certi della crisi, messaggi falsamente rassicuranti e arroganza sono comportamenti destinati a ingigantire il danno d’immagine, non certo a contenerlo.

Ora sul dipartimento PR del brand teutonico ricade il peso di rassicurare l’opinione pubblica e ricostruire quel patrimonio di fiducia e reputazione che Volkswagen era riuscita a costruire in decenni di successi e che è stata in grado di polverizzare in pochi giorni, infilando un errore dietro l’altro. E il miglior trucco per farlo è la verità, il più efficace e il meno costoso.

More information

Official Website Sound Public Relations S.r.l.: www.soundpr.it


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