Lessons from a crisis: An analysis of Toyota's handling of the recall crisis

Abstract

The purpose of this study is to evaluate how Toyota managed the recall crisis through surveying public relations experts. By gathering and analyzing the perspectives of public relations (PR) executives and professors toward the Toyota recall crisis, this study tries to evaluate and measure Toyota's public relations strategies for managing the recall crisis. To collecting data, 34 public relations professors and 92 public relations practitioners were interviewed. According to the findings of this study, PR professionals emphasized that Toyota responded poorly (slowly/dishonestly) and lacked communication with the public. With regard to improvements Toyota may work on, PR experts advised not only to resolve internal corporate problems but also to strengthen the relationships with consumers and obligation to investigate further. In regarding with the lessons from the Toyota's crisis, PR professionals highlighted that it is necessary to take anticipated preventative measures and improve investigative duties and preparation for better dealing with crises.