Toyota’s recent string of problems has caused significant damage to its once-spotless reputation in the U.S.. Not only did the company’s leaders stall far too long before launching a crisis management campaign, but when they did it was clearly not a priority. Early this month, the automaker finally began making smart moves, conveying apologies and explanations though media outlets nationwide. In an interview for the International Association of Business Communicators, Bernstein Crisis Management President Jonathan Bernstein shared some advice for how Toyota can continue to move forward:
“Toyota needs to fix the cause(s) of the problems, explain how they’ve done that in a manner that will prevent recurrence and properly make amends to all those affected,” says Bernstein, adding that Toyota also needs to first stop having new problems. “Amends meaning not just apologizing, but making things right. That could take the form of some free service or extended warranties for consumers and/or zero/low-interest financing to draw people to dealerships and/or reduced cost of “flooring” — the price dealers pay to manufacturers to get the cars for sale.”
Toyota is not beyond salvation, but their future as a successful company does hinge on their actions in the coming months. Until the organization can assure both the public and their stakeholders that their problems are fixed, and that there are measures in place to prevent them happening again, it’s no guarantee.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/