In September of 2015, the EPA issued Volkswagon (OTCPK:VLKAY) a notice of violation of the Clean Air Act of 1963. The EPA accused the Volkswagen Group of intentionally programming diesel engines to activate emissions controls only during emissions testing. Vehicles with this programming passed emission control tests for nitrogen oxide emission, but emitted up to 40 times more nitrogen oxides when driven. It was believed that between 2010 and 2015 about 500,000 of the polluting vehicles were sold in the U.S. Volkswagen admitted that about 11 million cars, worldwide, had been programmed to provide false information on emissions.

Volkwagen CEO Martin Winterkorn resigned on

September, 23^rd, 2015 and on September 28^th, several other high level executives were suspended. Later, Volkswagen hired PR firms in the US, Germany and Britain to help with the rapidly spreading scandal ( "VW's Crisis Strategy: Forward, Reverse, U-Turn", The New York Times).

1.) What were the most important principles of communication for the PR firms to focus on after September, 2015? And why?

2.) What changes did Volkswagen need to make in its communication tools?

3.) How can Volkswagen work with the media to help rebuild the trust of its primary stakeholders?