(4 of 4)
Ono, unfortunately, still has nowhere to hide. Senator John McCain is scheduled to hold additional hearings this week, and Ono is supposed to give a deposition in a tread-separation case in Texas. His company, meanwhile, will try to do a better job of communicating how it's going to fix the problem. "The public is very forgiving for those institutions that will admit their shortcomings and really level with them all the way," says Harold Burson, CEO of p.r. pioneer Burson-Marsteller. If Firestone is going to remain on the road long after the recall, Ono has to make sure that message, for once, doesn't get lost in translation.
With reporting by Joseph R. Szczesny / Detroit; Polly Forster / Washington; Tim Larimer / Tokyo; and Mike Eskenazi and John Greenwald / New York