COMMUNICATION IN CRISIS

Afra Bilqist Hendrawan (2101648444)

Lubna Pramestri Tasya 2101641482
Melati Kusuma 2101680962
Natasya Aprilia Prasanti (2101669884)
Stacia Rendy (2101705851)
LC51
(http://www.businessinsider.com/pr-disasters-crisis-management-2011-5/?IR=T/#yotas-recall-
fiasco-2010-7)

Crisis Type
In this Toyota case, the crisis type is Technical-error product harm; When the technology utilized
or supplied by the organization fails and results in a defect or potentially harmful product.
Apparently, according to https://www.washingtonpost.com, the cause of the car’s accelerator
would jam is due to a sticky gas pedal. So, Toyota has failed to detect that the cars they distribute
is harmful and the result is the cars are causing multiple death.

Stakeholders
"A stakeholder in any organization or group who can affect or is affected by the achievement of
the organization's objectives' (Freeman, 1984, p. 46).
In connection with the cases that occur, the following is an analysis of stakeholders from Toyota.
1. Employees:
Toyota considers that their workers are one of the significant stakeholders. This
stakeholder group aims for job security, career development and fair employment
practices.
2. Shareholder Toyota Motor Corporation (TMC):
After that, shareholders or shareholders of Toyota Motor Corp. or TMC is one of the
most important stakeholders. In this case, shareholders are interested in business
profitability. Addresses interest through emphasis on global business strength.
3. Customers:
After that, one of the important stakeholders is Toyota customers. The interests of this
stakeholder group are high quality automobiles and services, along with reasonable
pricing.
4. Dealers:
After that Toyota dealers also have many roles in their role as stakeholders. Because the
Toyota Dealer is a place where customers and other stakeholders can meet the jewel for
the first time directly with the products and representatives of Toyota.
5. Environment:
Besides that it is also important that Toyota has corporate social responsibility strategies
targeting the environmental goals. The main interests regarding the environment as a
stakeholder include business sustainability and environmental conservation. This is done
because Toyota must consider the environment when it wants to make a product or
service.
6. Community Group:
As stakeholders, communities are interested in their socioeconomic development. In this
section what is referred to as a community group are those who are bound in a
community such as young families, hobby communities, school children, NGOs that
work together in various fields with Toyota but mostly in the field of corporate social
responsibility.
7. Government:
The last, the shareholders of Toyota are also the government parties related to granting
licenses related to dealers or incoming cars and the like and make a policy that can have
an impact on TMC.
Crisis Communication Flowchart

Crisis Occurs

Crisis
Management

Within 30 4 to 36 Hours
30 Minutes to 1 36 Hours After
Minutes After After 1 Hour After the Crisis
Hour After the the Crisis Starts
Crisis [CMT maintains Starts
Crisis Starts [Recovering and
[Stopping the contact with one [Releasing a
[Keep an eye on Evaluating the
Spreading another] strong
the media social] Crisis]
Issues] Statement]

a) Within 30 minutes after the crisis start, we need to stop the issues from spreading
out immediately. We must be careful about any content that media tries to spread, any
harm information can damage the whole company name and credibility. So based on
now a days, the information can be easily spread through the media social, so the first
thing we must do, are controlling any harm content that had been spread out to not
gone more widely. After try to stop and control the spreading information, we must
give a confirmation to the client about what is really happening and make the client
believe that we can handle the issues. So just make the client feel secure.

b) 30 minutes to 1 hour after the crisis start, in 1 hour process, we need to keep an
eye on the media social to avoid any harm information that may be gone out. And
start to evaluate any feedback from the confirmation that we already gave, if the
feedback result tend to be positive, we just need to maintain the situation and prepare
for any changes, but if the result tend to be negative, we must start to make a different
kind of approach or strategy that can help the company.
c) After 1 hour of crisis the crisis, Crisis Management Team should maintain constant
contact with one another to inform all necessary individuals and team members of the
activation of either crisis communication control center. Both locations are locked
and closed off to the public, and are not to be entered unless dealing with a crisis.
Both locations are equipped with the proper tools and resources to effectively handle
a crisis Media personnel will be directed to assigned rooms at both locations in the
event of a crisis. at this stages the crisis communication team start to activate the
crisis communication control center to control everything about the crisis.

d) 4-36 hour after the crisis starts, Toyota start to release a strong statement that
clearly and concisely explain the crisis they face the statement they deliver has to be
clear so the customer that read the statement can understand and not missunderstand
the statement. Toyota also do a monitoring to monitor media that make a news that
contain the Toyota crisis.

e) 36 hours after the crisis starts, CMT has to be ready to recover the company’s
image and reputation since a crisis would surely cause a loss in financial and
stakeholder’s trusts. This step includes contacting stakeholders and explaining the
detailed information about the crisis and ask them wether they want to state any
feedbacks regarding the crisis. The CMT also have to find an alternative offers for the
stakeholders, wether by making a campaign or a change in business plan to show that
the company is serious in managing the crisis and commits to give the best quality in
order for the crisis to not be repeated. After that, the company should also do an
evaluation by seeing the problems in a detailed view and finding the cause and the
effects that affect the stakeholders.