Auto Parts Co. Uses PR to Put Brakes on Negative Messages

Moving the needle on public perception can be an especially tedious task when the cards are stacked against you threefold. But that's exactly what automotive parts company ITT Industries faced when several years ago it experienced a dip in sales for one of its key products, anti-lock brake systems (ABS). Compounding that was a flurry of negative publicity and studies questioning the safety of ABS.