Running Head: ROLE OF PR IN CRISIS MANAGEMENT 1

Role of PR in Crisis Management

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Role of PR in Crisis Management

Every organization is susceptible to crisis. Having an effective communication process

will help to contain a crisis (Alzahrani, 2016). The management of the organization should thus

provide information on what is taking place and possible effects as well as the intended steps to

be taken to put such a situation under control (Alzahrani, 2016). Public relations when

effectively utilized can avert the occurrence of a critical situation and consequently shield the

firm from reputational damage as well as goodwill that could have occurred.

The Case of Toyota Recall Crisis

Toyota an automobile manufacturing organization was hit by the recall crisis due to

acceleration problems where the accelerator pedals became sticky. A number of customers

complained of unintended acceleration which in some occurrences resulted in fatal accidents

(Fan, et al., 2013). The company risked losing its reputation as the leading manufacturer of the

automobile. Far reaching consequences involved several lawsuits launched against Toyota. A

publication such as Los Angeles Times made publications that could impact on the reputation of

the company ("Toyota Recall: Hit or Miss?” 2019). To salvage the situation, the company’s

public relation (PR) played a crucial role to win the trust of the public and bring the company

back to its feet.

Role of PR in crisis management

PR is charged with a couple of responsibilities during a crisis in an organization. A

majority of the case that PR deals with including those associated with the mental representation

of the company, unjust treatment conditions, and management issues ("What is the Role of PR in

Crisis Management? – Ronn Torossian – Medium", 2019). The role played by this taskforce
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cannot be comprehended by merely looking at the communication process which forms the basis

of what public relations should handle.

Since PR has the responsibility of maintaining the reputation of the company, the PR

professionals offer invaluable support during the crisis. They use marketing campaigns to alter

the perception of the public. Alzahrani, (2016) asserts that it is the role of PR to reduce the

established risks that could culminate into a crisis. The team thus formulates the crisis

management plan, as well as recruits and train the team to be involved. They also conduct tests

on the crisis management plan and the selected team on an annual basis. After the occurrence of

the crisis, it is the role of the PR to regain the reputation of the organization that requires follow-

up communication. Through mass notification, the PR is able to convey update information to

the members of the public and the employees either through emails or voice messages.

Toyota’s PR team reinstated the confidence their customer shad by making crucial

communication assuring the customers of quick response action to the crisis ("Toyota Recall: Hit

or Miss?” 2019). feeling sympathetic. The company’s officials expressed apologetic messages

over the broadcasting domains. Additionally, during a press release after the crisis, the company

reassured its customers of making replacement of the defective parts with newly designed ones at

a free cost. The organization also committed itself to pay attention and responding to the crisis

affecting its customers. The aftermath of the crisis saw a series of advertisement campaigns

launched by the company to reaffirm on quality and safety issues (Nichols, A. (2019). To back

this up, followed discussions on the breakthroughs made by the company and their positive

contribution to people’s lives.

Conclusion
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PR plays a crucial role in maintaining the reputation of an organization during the pre-

crisis, after the crisis and during the crisis itself. It ensures the creation of an effective crisis

management plan and a communication channel. The PR team for Toyota play reassured its

customers of quality cars and a quick solution to the identified problem.

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References

What is the Role of PR in Crisis Management? – Ronn Torossian – Medium. (2019). Retrieved

from https://medium.com/@RonnTorossian/what-is-the-role-of-pr-in-crisis-management-

2b01b1104ae8

Alzahrani, F. (2016). The Role of Public Relations in Organizational Crisis Management.

International Journal of Scientific & Engineering Research, (7)1, 1085 -1086.

Fan, D., Geddes, D., & Flory, F. (2013). The Toyota recall crisis: Media impact on Toyota's

corporate brand reputation. Corporate Reputation Review, 16(2), 99-117.

Toyota Recall: Hit or Miss? (2019). Retrieved from

https://prstrategyandapplication.wordpress.com/2010/01/31/toyota-recall-hit-or-miss/

Nichols, A. (2019). Toyota’s Cultural Crisis. Retrieved from

https://my.vanderbilt.edu/ashleynichols/files/2011/10/Toyota-Case-Study.pdf