Crisis communicaiton chapter 5,6,7
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Apr 3, 2024
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CHAPTER 5
Toyota: On a Slippery Crisis Communications Slope with No Brakes
This chapter explores Toyota's precipitous fall from grace amid a crisis involving unintended acceleration in its vehicles, highlighting the detrimental impact of poor crisis communication. As
reports surfaced about accidents, injuries, and deaths related to the acceleration issue, Toyota's response proved inadequate. The company's crisis communication strategy included downplaying the severity, blaming customers, and issuing statements that contradicted emerging problems. A pattern of issues beyond unintended acceleration, such as brake and steering defects,
further complicated the crisis. Government investigations resulted in conflicting information, record fines, and a struggle to regain public trust. The choice of the CEO as the primary spokesperson, despite language barriers, hindered effective communication, portraying the company as playing defense. Omissions and delayed recalls added to the negative perception. While Toyota eventually settled a class-action lawsuit and regained market position, the text underscores the crucial role of transparent and proactive crisis communication in preserving a company's reputation during challenging times.
Key takeaways:
Regardless of reputation or customer loyalty, no company is immune to crises, emphasizing the need for a solid crisis communication playbook.
The unintended acceleration of Toyota's crisis underscores the critical importance of effective crisis communication. Poorly managed communication can aggravate the impact of a crisis.
Toyota's crisis communication strategies were ineffective, marked by downplaying issues, blaming customers, contradictory statements, and a lack of proactive communication.
Toyota's failure to promptly report problems created a negative perception. The text highlights the importance of honesty, transparency, and quick action in crisis communication.
Have a qualified and relatable spokesperson for crisis communication. The CEO's role as the primary spokesperson should consider language barriers to ensure effective communication.
Promptly report problems and take accountability for issues. Delayed reporting and avoidance can contribute to a negative public perception.
CHAPTER 6
Understanding Your Crisis In this chapter the author underlines the critical steps involved in effectively handling a crisis. The process begins with the challenging task of identifying the crisis amidst potential denial or chaotic events, emphasizing the need to focus on the specific issue requiring attention. Once identified, the crisis should be isolated to prevent disruptions to the overall business. The author introduces the concept of the "keystone crisis," emphasizing the importance of addressing the most critical element immediately. Effective crisis management becomes more feasible after proper identification and isolation, with a reminder that crises are unique and necessitate tailored responses. The chapter also discusses the subjectivity of crises, introducing a crisis forecasting model that considers individual perspectives. The author outlines the four stages of a crisis—
Prodromal, Acute, Chronic, and Resolution stages—and highlights the ultimate goal of managing
the prodrome or warning signs successfully to avoid escalation into the more chaotic phases. Overall, the chapter provides valuable insights into the nuanced and strategic approach required for crisis communication, urging businesses to adopt a unique and subjective perspective in their crisis management efforts.
Key takeaways:
Properly identifying a crisis is the foundational lesson in crisis communication. Recognizing the specific issue requiring attention amidst potential denial or chaos is crucial for effective management.
Isolating a crisis helps prevent disruptions to the overall business. Designating crisis management teams to handle crises separately ensures focused and effective management.
The concept of the "keystone crisis" emphasizes addressing the most critical element promptly.
Crises are unique, and responses must be tailored to each situation so avoid using "cookie-cutter" approach to crisis management. o
Cookie-cutter: the same approach or style is always used and not enough attention is paid
to individual differences.
Crises are subjective, and what may be a crisis for one company may not be for another.
The ultimate goal is to manage the prodrome successfully and move from prodrome to resolution without entering the more chaotic stages.
Recognizing and managing the prodromal stage can prevent a crisis from escalating.
CHAPTER 7 Shaping Your Crisis Communication Message The chapter underlines the critical role of managing perception in a crisis, underscoring the prevailing importance of perception over reality. It advocates for proactive communication, emphasizing the need to strategically shape key message points for different constituencies. The text offers crisis communication guidelines for various scenarios, emphasizing the importance of being factual, truthful, and visible. It also delves into the significance of controlling the message and preparing key points in advance. The chapter presents a case study of a food contamination crisis, detailing the response strategy ("Have a Meal on Us" campaign), including the challenges of rebuilding confidence and the use of visual communications. A cautionary note highlights the uniqueness of each crisis, necessitating a tailored response. The chapter concludes by emphasizing the importance of determining the messenger and delivery method for the crisis message. In summary, it provides practical insights into effectively shaping and delivering a crisis communications message.
Managing public perception is crucial during a crisis, acknowledging the influence of perception over reality.
Prioritize proactive communication by developing key message points strategically, ensuring visibility in delivering messages to key constituencies.
Each crisis is unique, requiring a tailored response specific to the situation, and avoid adopting a one-size-fits-all approach to crisis communication.
Determining who will deliver the crisis message and how it will be delivered, since it impact the shaping the audience's perception.
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