Recently, the chief executive officers from the nation’s Big 3 automotive companies were in Washington, D.C. to ask Congress for a $25 billion bailout to save the failing auto industry. Their proposal failed, and not necessarily because of the staggering amount of money that was being requested. The executives didn’t have a very effective plan nor were they communicating the right message. One of the biggest criticisms— their transportation of choice to the meeting.

We all know that the nation is facing an economic downturn and that industries like this are going to need some help, but what are these companies saying to taxpayers when they arrive in $36 million jets? Some might say, “They really don’t get it!”

In a world where information travels at lightning speed, it didn’t take long before the nation knew of this blunder and was outraged by the actions of Chrysler, Ford and GM. Following the incident, a CNN research poll found that public support had fallen and 61% now opposed the bailout.

When people talk about communications it seems that they often forget that one can communicate a message even when they aren’t speaking. What we wear, how we act, who we associate with and the attitude we choose all convey a message to our audience. It is clear that the Big 3 automotive companies forgot this crucial point.

Upon returning to Capitol Hill weeks later, not only did the executives deliver a clearer plan that focused on smaller cars, affordability and fuel efficiency, but they drove themselves in their companies’ hybrid and electric cars. They also promised to do away with their corporate jets and lavish compensation packages. I think this was a step in the right direction, as they attempted to undo their wrongdoings. They definitely made the decision to communicate a more positive message to the American public. Now the question everyone is asking—will it stick?

As Congress disputes whether to aid the auto makers we’ll see if these companies have actually learned their lesson.