Case Study:
Crisis Communication
Crisis "Appropriate" Paragraph -The Toyota recall crisis
Toyota appropriately handled the recall crisis because its top engineer Takeshi Uchiyammada from Toyota made a promise to ensure the public safety of its auto cars after recall to the public. Starting from autumn 2009, the Toyota cars had several accidents happened during 2009-2011, caused more than 80 death. After the accidents, Toyota recall sixteen million vechicles, did deep investigation of their eight models with at least 1,000 reassigning engineer to address safety issues.Takeshi Uchiyammada states "A recall issue like what happened last year will never happen again at Toyota."(2011)As the article written by W. Timothy Coombs says "The primary concern in a crisis has to be public safety. A failure to address public safety intensifies the damage from a crisis. Reputation and financial concerns are considered after public safety has been remedied."(2014), the public safety issue is the most important for corporation after crisis. The corporation have to make sure safety for their consumers. "We really had to push hard," recalled Katsutoshi Sakata, Toyota Motor Corp.'s lead executive for quality research and development. "But there's a new mindset here that we will address even the smallest of issues."(2011) As coombs explaned the public safety is the first one priority, as the Toyota can guarantee to the society. As a result, Toyota successfully addressed the public safety situation, also taking all the consumers concerns off for the future consumes with Toyota auto cars. It's top engineer Takeshi Uchiyammada's promise brings public less concerns.
References
Benenson Strategy Group. (2016).The Toyota Recall Crisis Case Study. Retrieved from www.bsgco.com/work/cases/Toyota-reputation-management
Coombs.T.W. (2007).Institute for Public Relations. Crisis Management and Communications. Retrieved from www.instituteforpr.org/crisis-management-and-communications.