This, my friends, is what you call spin.
It is making a cloth of gold from strands of frayed wool.
It is what Toyota seemingly does better than any other automaker.
Toyota made two announcements recently. The first, to pay $1.1 billion to settle its unintended acceleration class-action lawsuit. The second, to let the world know that it will regain its crown as the #1 selling automaker in the world this year.
Why announce both at the same time?
I'll let CBS news demonstrate.
The story Toyota wants you to hear makes the headline. The one they don't is buried in paragraph four.
For PR pros, it doesn't get any better than that.