GM rehires PR executive from pre-bankruptcy era

General Motors has rehired a former public-relations executive to help lead the response to the ongoing recall controversy.

Tony Cervone will return to serve as senior vice president of GM global communications, reporting directly to chief executive Mary Barra.

The executive formerly served as vice president of global communications strategy and operations at the end of this 10-year career with the company. He left early in 2009 ahead of the bankruptcy and government bailout, later working for United Airlines and most recently as executive VP of group communications for Volkswagen Group of America.

“Tony brings an ideal mix of outside perspective and experience that complements a deep background in GM and today’s global auto industry,” said Barra. “I’ve worked with Tony in the past and he has my trust and respect. I know he’ll be another catalyst for change on our leadership team.”

Cervone is one of several top executives to return amid the recall crisis. The company earlier this month announced the resignation of its senior VP of global communications, Selim Bingol, and the rehiring of former PR head Steve Harris on a contract basis.

“It’s a great time to rejoin GM,” Cervonne said in a statement.

The company also recently enlisted crisis-communications expert Jeff Eller to help formulate a PR strategy.

Analysts are watching GM closely as it announces more recalls and continues to face criticism and government inquiries, which have already led to a $35 million record fine from the Department of Transportation. So far sales are continuing to grow, with numbers up for March and April, though the increases fall short of the industry average.