PR practitioners have a responsibility in a crisis to give the rest of the manag

Question

PR practitioners have a responsibility in a crisis to give the rest of the management team insight and information. PR practitioners should also consider “nimbus” publics. These are publics that were not designated recipients of messages, activities, or products/services of the organization, but who nevertheless become activated by the crisis. Imagine you are a PR professional for an organization that has just experienced a crisis, such as Toyota’s recall of cars because the accelerator pedals stuck or the Goldman Sachs and Merrill Lynch financial crises. Write a 1-2 page paper answering all of the below questions. Identify the organization and situation you are imagining. Describe who the stakeholders are in the organization. Explain in detail how you will show sensitivity to the needs of all stakeholders. Why is sensitivity to the needs of all stakeholders key?

Explanation / Answer

1. Identify the organization and situation you are imagining.

Toyota car problem is facing a big issue now, and everyone in automobile world are discussing about it. Being the number one automobile company in the world, Toyotas car had recall more than one time. It decreases the customer trust and loyalty, and also the reputation of the company. Besides that, it also affects the brand value of the company.

Toyota Motors recruited two high-level bureaucrats from the National Highway Traffic Safety Administration to help manage its relationship with that federal oversight agency; it may have had an eye on cost-savings related to automobile recalls. But just a few years later, that strategy has resulted not in corporate savings but in a historic recall of as many as 10 million cars, along with frozen sales and assembly lines for the international automotive giant. Hundreds of accidents that cause 52 deaths and several have been injured because of the breaks problem. Car that involve in incidents was Prius, Camry, Lexus and other Toyota models.

In this case, Toyota admits that they had purposely neglected safety concerns and delayed recall investigation to save money. According to an article released by the Associated Press it is confirmed that Toyota not only dragged its feet when looking into safety defects, but also patted itself on the back for doing so. Other evidences also prove that Toyota has purposely and repeatedly delayed safety regulations by avoiding defect investigation and obstructing government inquiries into safety concerns.

According to the reports of newspaper and BBC News, since October 2009, Toyota had recalled over million of vehicles from worldwide that having car breaks faults and problems with floor mats. [iii] Floor mats can become jammed under the pedals, preventing them from correctly springing back under a drivers foot when its lifted off the gas

2. Describe who the stakeholders are in the organization.

Toyota Belgium markets and sells Toyota vehicles through an independent dealer network of some 230 outlets - and Lexus vehicles through its company-owned dealerships in Belgium and Luxembourg. Its stakeholders are simply investors and shareholders.

3. Explain in detail how you will show sensitivity to the needs of all stakeholders.

4. Why is sensitivity to the needs of all stakeholders key?   

Stakeholders vary in influence, expectations, and interests and all have the potential to impact the project. The project manager's goal is to leverage stakeholder relationships and build coalitions that foster project success. Warning signs that stakeholder management is suffering include missed deadlines, scope creep, confusion, conflict, and churning. Often this is indicative of competing priorities, a lack of focus, or a lack of commitment.

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