Worried Toyota dealers adding own voice to PR push

FILE - In this Feb. 4, 2010, file photo a sign assuring customers that the car has not been affected by the recall is displayed on a 2010 Camry at Bay Ridge Toyota in New York. With Toyota waging a furious lobbying and advertising battle to protect its name following the recall of 8.5 million vehicles, many of its 1,200 dealers are taking matters into their own hands. A group in Southern California almost retained the PR firm Sitrick and Co. of Los Angeles. (AP Photo/Seth Wenig, File)

February 21, 2010 1:42:51 PM PST
How rattled are Toyota dealers about the company's problems? Some dealerships nearly hired the same crisis public relations firm that handled the travails of socialite Paris Hilton, singer Chris Brown and a company that California called the state's worst inland polluter.