Chalk it up to both a sad commentary on the diminished state of the mainstream media, and the general screw-you reticence of large corporations. But reaction to stories from big business is so rare than when it does happen, especially unbidden, that is noteworthy in itself.
My column on the New Orleans attack was only up for a few hours Thursday when I got an email from the New York branch of a global communications firm:
"I am reaching out on behalf of Turo," Shea (Maney) Vilardi of Kekst CNC wrote. "We saw your story and wanted to pass along the latest statement from the Company. It is intended to be used in full. The statement should be attributed to a Turo spokesperson."
"Intended to be used in full?" As opposed to plucking out the interesting parts? Kind of handcuffs me from doing my job, does it not? Then again, what they intend, and what I do, can be very different things. I have many bosses, but Turo isn't one of them.
That said, in the spirit of gratitude, I'll use their entire statement. You of course are free to skim:
I'd known of such companies — I've borrowed a few automobiles from George Kiebala over at Curvy Road, an exotic car timeshare in Palatine. Though I'd never heard of Turo before Wednesday's attack. And I sympathize. They are in a delicate situation — this will boost their public profile, though not in a way even the most bottom-line obsessed executive would want (I think. Or hope anyway). So professions of sorrow and side-of-the-mouth self-exculpations are in order.
Not to be cynical. While I sometimes err in anthropomorphizing corporations, it does seem that Turo is disturbed by this turn of events. While I was preparing this post they wrote to me again, sending the following from CEO Andre Haddad. He seems genuinely distressed, and goes on at even greater length:
“We remain shocked and saddened by yesterday’s horrific events, and our hearts are with the victims and their families. We are outraged by the misuse of our marketplace by the two individuals who perpetrated these acts.Turo had a lot to react to. In what at first seemed like coordination, but now is viewed as incredible bad luck, both the pick-up truck used in the New Orleans terror attack and the Tesla Cybertruck blown up in front of the Las Vegas Trump Hotel a few hours later were rented from Turo, a kind of Airbnb for car rentals.
"Every Turo renter is screened through a proprietary multi-layer, data-science-based trust and safety process. We utilize over 50 internal and external data sources to build, maintain, and improve on our best-in-class Turo Risk Score.
"These individuals in question had valid driver’s licenses, clean background checks, one was honorably discharged from the US military, and the other was an active-duty Army green beret. They could have boarded any plane, checked into a hotel, or rented a car or truck from a traditional vehicle rental chain. We do not believe these two individuals would have been flagged by anyone – including Big Rental or law enforcement.
"Turo operates a safe and trusted marketplace. As of September 30, 2024, we have collected data from over 90 million booked days, 27 million trips, 8.6 billion miles driven, through 12 years of operating history, less than 0.10% of Turo trips end with a serious incident such as a vehicle theft.”
I'd known of such companies — I've borrowed a few automobiles from George Kiebala over at Curvy Road, an exotic car timeshare in Palatine. Though I'd never heard of Turo before Wednesday's attack. And I sympathize. They are in a delicate situation — this will boost their public profile, though not in a way even the most bottom-line obsessed executive would want (I think. Or hope anyway). So professions of sorrow and side-of-the-mouth self-exculpations are in order.
Not to be cynical. While I sometimes err in anthropomorphizing corporations, it does seem that Turo is disturbed by this turn of events. While I was preparing this post they wrote to me again, sending the following from CEO Andre Haddad. He seems genuinely distressed, and goes on at even greater length:
"It’s been about 48 hours since the horrific attacks in New Orleans and Las Vegas that shocked us all on New Year’s Day. We’ve spent these tense, mournful hours investigating, partnering with law enforcement, and working around the clock to figure out how our platform could be misused by the perpetrators of such atrocities.
"Thinking about the victims and their families, I’m shocked, saddened, and, more than anything else, just simply heartbroken. Their stories are crushing. Their loss is unfathomable and unfair.
"Thinking about how egregiously the two individuals who perpetrated these heinous crimes abused our platform, I’m outraged. These individuals had valid driver’s licenses, clean criminal backgrounds, and were decorated US military servicemembers — one was honorably discharged and was even awarded a Global War on Terrorism Service Medal, and one was an active duty Green Beret. They could have boarded any plane, checked into any hotel, or rented a car or truck from any traditional vehicle rental chain. We do not believe these two individuals would have been flagged by anyone – including law enforcement.
"But of course, these two tragedies have made us look inward at our trust and safety practices. Our track record to date has been strong. We have facilitated 27 million trips, over 90 million booked days, spanning 8.6 billion miles driven, through 12 years of operating history, and less than 0.10% of Turo trips have ended with a serious incident, such as a vehicle theft. Every Turo renter is screened through a proprietary multi-layer, data-science-based trust and safety algorithm, the Turo Risk Score. We employ over 50 internal and external data sources to build, maintain, and improve on that Risk Score. This massive data set helps us drive actionable insights, and we continuously refine and enhance our algorithm. In addition to that investment in technologies, we’ve also assembled an experienced team of former law enforcement professionals in our Trust and Safety organization.
"Despite this strong track record, and as an immediate next step while we wait for law enforcement to conclude their investigations, we’re consulting with national security and counterterrorism experts to learn more about how we can get even better and play our part in helping prevent anything like this from happening ever again.
"2025 is off to an awful start. While I mourn today, I also remain committed to pioneering and sustaining a strong, secure, trustworthy marketplace for tomorrow."
I'm preserving these in full, not due to the company's injunction, which could just as easily be ignored. But as a student of crisis PR. And besides, if renting vehicles and then using them in terror attacks becomes a regular part of the American landscape, it'll be interesting to compare these statements to those issues after the 16th incident. I doubt Bushmaster sends out a cri du coeur every time one of their weapons is used to shoot up a classroom.
I'm also sharing this because ... well, I believe that no wonder should go unrecorded. You can't both complain about the general silence of corporations and then ignore them when they grab your sleeve and start chattering away. So what do you think? Too much? Their PR firm is part of the second largest global communications company in the world. Myself, I've have urged a little red-penciling.