Identify the Problem or Opportunity at the Center of the Scenario for Which the Organization Must Develop and Implement Its Public Relations Response or Campaign
The concept of public relations has become an important part of corporate performance. In this globalized era, organizations continue to shape their public relations initiatives (Bivins, 2011)). Observably, the fundamental objective is to enhance performance. Public relations refer to a continuous strategy for sustaining a high level of competitiveness. Organizations encounter serious public relations dilemmas. Toyota company is one of the recently most hit corporations. The basic problem emerged from the recall of most Toyota automobiles. There have been serious allegations on the level of quality of these automobiles. This issue has severely affected the operations and marginal profits of the company. The detrimental trend is notable within all global destinations.
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The recall crisis has led to the development of a negative perception and public image of Toyota Company. Most clients have started shying away. The major claim and cause of fear amongst these customers is the lack of surety that the products are of quality. The company must now actively employ strategic skills and initiatives to avert this negative public image. This is because the major markets are affected and potential clients have lost confidence in the company’s products. Effective programs on public relations will help to restore the lost customer confidence (Seitel, 2011). Apart from this, the company could improve its marketing mix and communicate the right information about product limitations. Through public relations, the company can clarify for its clients the wrong facts that have been spread by the competitors.
Identify the Stakeholders, Target Audience(S), and Ethical Implications Related To the Campaign
The internal society within the Toyota Company forms the first and most important stakeholders in this campaign. This group embodies all employees irrespective of their rank. Generally, they have the fundamental role to provide important clarifications. These are clarifications regarding product quality. Indicatively, the issue of quality has led to a widespread negative image of their company. Other than this category, the management board and all company directors are also crucial stakeholders in this process (Seitel, 2011). The potential competitors as stakeholders have the responsibility to avoid propagating unconfirmed information. In the past, rumors have been applied to tarnish the image of blue-chip corporations. Governments are also key stakeholders in this process. Principally, their roles become eminent through policy issues and favorable regulatory frameworks. The major target audience in this campaign is the consumer.
All customers with Toyota automobiles must be targeted. This is vital to instill confidence and ensure they access the appropriate support services from the company. Other companies engaging in the transfer of negative and unrealistic facts about Toyota must also be factored in as vital stakeholders. This process helps to minimize future alterations of the reputation of the company brand. In this category, consumers are also regarded as important stakeholders. In this regard, they have the right and entitlement to seek clarifications and first-hand information about the status of the products from Toyota (Bivins, 2011). The campaign must avoid the use of negative information about other competitors. It must also provide the utmost facts regarding all the allegations about the products from Toyota Company. The campaign must aim at the improvement of negative situations for all. Lastly, this information and awareness must reach all customers and stakeholders. The campaign must be zero tolerant of prejudice and partiality.
Bivins, T. H. (2011). Public relations writing: The essentials of style and format. New York, NY: McGraw-Hill.
Seitel, F. P. (2011). The practice of public relations. Upper Saddle River, N.J: Prentice Hall/Pearson.