Blog: 'Thermal incidents'
Dave Leggett | 6 September 2010
Ferrari doggedly referring to vehicular fires as 'thermal incidents' and wanting to avoid the use of the more common and also more obviously alarming term (ie 'fire') is not exactly without precedent in the PR world.
American mobile phone company Kyocera once had a problem with overheating batteries that exploded. The PR people referred to batteries in the phones that might be prone to 'rapid disassembly'. And the term 'uncontrolled thermal event' has been used in the aerospace business before.
Other possible terms for explosions include 'spontaneous rapid disassembly event' and 'unplanned loss of containment'.
Crash? How about 'deconstructive deceleration event'...
I'm starting to get a small idea of the scale of things here in China, but really, I'm only scratching the surface of this vast country....
Given the startling complexity of obtaining a journalist visa for China - the code 'J2' is now indelibly stamped on my mind - it was with some surprise how swiftly I managed to sail through airport im...