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Public Relations - Essay Example

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Public Relation is a crucial department that entails development and management of ethical strategies using communication to build relationship with stakeholders and public. The role of public relations is to promote goodwill and understanding in an organization, business or a corporate. …
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Download file to see previous pages Communication in the business, industry, and corporate world is paramount. It is an indication of openness and accountability (Pride et al 2011:242). This is because the media and the public in the contemporary world are much more interrogating than the past. The failure to have a transparent communication leads to lose of credibility in the world market. This in turn results to tremendous lose of financial gains due to lost orders. The public relations should therefore strive to do their best to when crises set in (Curtin et al 2010:28). This paper will explore the public crisis in Toyota Company. First, the research will seek to address the role of a leader in management of crisis in a corporate. Second, the research will look at the alternatives in which the Toyota manager could have minimised the crisis before it happened. Third, the paper will highlight the roles of internal communication to achieve efficiency in a corporate. The paper will finally examine the effects of long crisis to reputation of and success of organisation. The Role of a Leader in Managing Crises Crises are unavoidable in organisations, businesses, or corporate. This striking change has detrimental effects to a corporate or an organisation. It is a situation when an organisation or a corporate finds itself under uncalled for scrutiny because of its behaviour or that of its staff. Crises may happen gradually or abruptly because of laxity of individuals or an organisation. Product tampering may plunge an organisation into deep disaster (Johnstone & Zawadi 2009:143). Toyota Company experienced a crisis back in the year 2009. The president and CEO of that time Katsuaki Watanabe was overthrown in presence of 400 Toyota workers. The reason to expel the CEO was the poor performance of the Company’s cars. The matter was in the public domain courtesy of media conjectures. This was after the lack of appropriate communication with the public. His successor, Mr. Toyoda failed to rescue the company from criticism that had widely spread. Toyoda was hesitant to respond to the media amidst increasing criticism (Bensinger and Ralph, 2010). When the situation exacerbated, Toyoda made appearances in the press to quell the increasing vilification. However, this was a late intervention of the CEO because the matter was out of the hand. There was poor communication between the Toyota Company in one hand and the media, and public on the other hand. This was a total failure of the top management to address properly the customer concerns. The crisis raised serious concerns about the role of a leader in managing crises. In times of crisis, the leadership of organizations should take immediate measures to minimise or stop any detrimental effects. The leadership ought to strive to solve it internally before it gets out to the public domains. The organization should take necessary steps to recall of its product that display unworthiness as soon as possible. This aims to restore customers’ confidence to the organization. This promptness to address the public is very essential for maintaining a strong touch with customers (Smith 2011:25). It avoids unsolicited speculations that may stem from the public. For instance, a company deals with manufacturing of drilling machines can recall it or provide the after sale service when it develops mechanical problems. This swift strategy helps to rectify the inefficiencies in the machines. In this way, the company maintains its brand in the competitive market. Second, the leadership of organisation should assume responsibility. This does not matter whether the crises emanates from the company or from outside. It calls for the organisation to agree that it was its faulty. The ...Download file to see next pagesRead More
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