What should Toyota's next move be?

Over the last three or so months, Toyota has been facing the single largest car recall in US history. However, for the last 10 years or so Toyota has been known as very safe, reliable and affordable cars and because of that Toyota has grown exponentially. Now it is up to their marketing, advertising and P.R. departments to save the company and hopefully not lose the safe and reliable tags associated with Toyota cars. What can/should these departments and the management team do to encourage consumers to buy their vehicles and reinforce the ideas that their cars will not kill them?