Toyota Learns the Hard Way

       Toyota produces cares that customers can trust and love. Toyota one of the leading global automotive companies in the world has let a mistake hang out too long. Toyota’s products had been linked to 19 deaths because of safety defects that were in their Toyota Prius.  In 2010, Toyota faced a whirlwind because of safety defects found in their products. “Yet, within months, it had to recall over 8 million vehicles worldwide to address issues of “unintended acceleration,” suspend production of some of its most popular models, testify before Congress, and face the national limelight(Toyota | Reputation Management - Benenson Strategy Group", 2016). Toyota had to stop the sales of 8 models during this time frame.

Central to Toyota's problem is its perceived delay in identifying and addressing the situation in the first place. Whatever Toyota says now, and however well it acts, there is a sense that it ignored the problem until it was forced to take action. Corporate denial appears to have been the order of the day, with the company following the advice of the Japanese proverb: "If it stinks, put a lid on it”(Hemus, 2010).

              

   Could this situation been avoided? Did Toyota know about this situation earlier. The answer to both of those questions is yes. As a PR Practitioner’s view , this could have been handled earlier on when this issue was discovered in the incubation period. Toyota had wait till it literally “hit the fan” to address the issue.  During that time frame it had lost the trust of their consumers which reflected in the loss of sales.  If Toyota were upfront and apologized they would have been able to bounce back from this faster. “ What they will not accept is that you're not being transparent, because that then feeds thoughts of willful deception and cover-ups.” (Newsweek,2010)The transparency factor took quite a bit for Toyota to get to. If Toyota were to have responded faster it would have reduced the grief they went through at this time. The recall cost came to almost 5 billion dollars and the loss of 16% in sales in 2010.

                Toyota since then has made a recovery and is back to being the top producing automotive companies in the world. "Since the recall, Toyota has regained its position as the world’s best-selling car manufacturer, becoming the first to sell 10 million vehicles within a 12-month period."("Toyota | Reputation Management - Benenson Strategy Group", 2016) Toyota has emplaced a global crisis pr management team that alert and won't let things get lost in translation. Toyota is a global company, there is much that goes on in the company and they have put personnel in the needed places.

References/Suggested Reading

Hemus, J. (2010, February 9). Accelerating towards crisis: A PR view of Toyota's 

               recall ... Retrieved from https://www.theguardian.com/business/2010/feb/09/pr-view-toyota-reputation-management

I. (2011, September). The Toyota recall crisis: Media impact on Toyota’s ... Retrieved from http://www.instituteforpr.org/wp-

               content/uploads/JFGRA-InfoTrend-case-study-ver-2.pdf

Staff, N. (2010, February 2). The Toyota Recall: A Public-Relations Disaster? 

              Retrieved from http://www.newsweek.com/toyota-recall-public-relations-disaster- 

              74961

Toyota | Reputation Management - Benenson Strategy Group. (2016). Retrieved from http://www.bsgco.com/work/cases/toyota-

              reputation-management

Technological and Cultural Limitations in Public Relations

In any industry, there are multiple components to consider and how does it fit in the world that we live in. In the art of public relations, public relations have so many varieties in the line of work that it could fall into. Public relations can be seen in the healthcare, tech, nonprofit, governmental sector, and many more industries. Public Relations can be used in virtually in any industry.  This post will examine the cultural and technological limitations that can be observed in public relations.

There has been an observance of what is permissible and what will be reported on the internet and social media has shifted over time. As it is seen through an ethical lens, what is allowed has shifted over time and has been softened in what is allowed. What content may be blocked on social media may have changed in just the last few years. This is reflected because more things being accepted and society becomes more liberal as time goes on. This is reflected in the change over the years in pop culture. As PR practitioners it is important to use the PRSA’s Code of Ethics in how we conduct our work in the technology realm of pr. Following the code of ethics as a PR practitioner protects the work that they do if they are abiding by it. The Code of Ethics is the baseline of our set limitations as PR practitioners. As our audience is potential growing because of technology it is important that PR practitioners are able to keep up with technology and the demand of their work. Public relations practitioners are among the heaviest users of today’s communication technology.

However, technology remains simply a tool–albeit an important tool–that practitioners must manage. This means public relations professionals must not be unduly constrained by technology in developing their communication strategies, nor must practitioners’ strategies and tactics be restricted by the technicians who develop and maintain organizations’ communication technology infrastructures. ("The Professional Bond: Communication Technology", 2013)

It is critical to understand the tool of technology and how it can be utilized to the advantage of the PR practitioner.

                Technology can be utilized in managing business, websites, spreading the word about events, and etc. SEO can drive more users and searches for your websites. “Business websites allow for a PR platform that helps regain some of the control lost by the immediacy of Internet communication.” (Frenz, 2016). Strategic communication is key in pushing the boundaries of technology in public relations. As technology continues to progress, PR practitioners need to make sure they are keeping up.

References

http://www.instituteforpr.org/ethics-and-public-relations/

https://www.youtube.com/watch?v=kB0YcbqEDEk

https://www.prsa.org/aboutprsa/ethics/codeenglish#.WAQDrPArLIU

Frenz, R. (2016). The Positive & Negative Effects of Technological PR. Retrieved from

http://smallbusiness.chron.com/positive-negative-effects-technological-pr-20928.html

The Professional Bond: Communication Technology. (2013). Retrieved from          

http://www.commpred.org/theprofessionalbond/technology.php

PR Evolution with Technology

As the world is changing so is technology changing very rapidly.With the invention of phones becoming cell phones and computers becoming small and compact and even portable ( thank goodness for laptops).  The internet developed from dial up to now testing how fast can we get wireless internet to be.  Just the same Public Relations has been evolved of the course of time adapting to the changes of technology. This post will skip down Public Relations memory lane  and analyze the evolution of PR. 

PR has changed how it has produced and showcased it's work over the course of time. "The act of faxing out (or even mailing) news/press releases is just about as obsolete as taking pictures with a film camera. It’s an inefficient process that nobody uses anymore "(Mudd, 2013). PR practitioners are known for sending press releases to notify the media and press of events  and/or an official statement from an organization, individual, event or situation. Amanda Miller Littlejohn, Founder of Mopwater Social Public Relation says,  "While I don't believe the press release is dead, it has been transformed, to become this living, breathing thing. If a release doesn't have a social element — that is, a way for viewers to comment or share to their social networks — it doesn't have legs."(Swallow, 2010)Press releases no longer are being mailed out or faxed but will make more appearances in email form. Press releases are also being sent via social media which all together has been revolutionary and taken the world by storm. 

  

 During the past few years, we've witnessed a shift towards what some are calling the "social media release." Services like PitchEngine, PressLift, PRX Builder, and MindTouch are bringing the press release into the new millennium with embedded multimedia and easy distribution through various channels, including social media and e-mail.(Swallow, 2010)

Social media has been a mean of communications for pr practioner, their clients and the general public. It is a public format and forum here information can be communicated and seen on a platform. It is a great way to market and promote a event, client, company but it is important to be mindful what is put out there. “Social media does not replace traditional media…. traditional media is still very important, when paired with social media, it’s even more powerful.” (Dougherty, 2015) When issues arise, knowing how to diffuse and adequately use the skills of crisis management effectively. Ensure crisis communication plans are current and incorporate the best communication channels for reaching all audiences, from employees to media to consumers. Know your brand and be prepared to respond to your target audience when issues arise.(Linsey, 2012) Social media is connecting pr practitioners to one another and gives pr practitioner greater exposure to their target audience.  It is important to know how to properly use the exposure of social media. 

References

Dougherty, J. (2015, October 8). 6 Ways Social Media Has Changed Public Relations | Cision. Retrieved from 

     http://www.cision.com/us/2014/09/6-ways-social-media-changed-public-relations/

Linsey, A. (2012, October 1). The Evolution of Public Relations Professionals. Retrieved 

        from https://www.iabc.com/the-evolution-of-public-relations-professionals/

Mudd, J. (2013, October 30). The Evolution of Public Relations Over Time. Retrieved from 

     https://www.youtube.com/watch?v=SKLPBsITvDc

Swallow, E. (2010, August 16). The Future of Public Relations and Social Media. Retrieved from 

          http://mashable.com/2010/08/16/pr-social-media-future/#_Trkcz7Gukqy

Analysis of PRSA's Code of Ethics

Public Relations Society of America(PRSA) which is the largest network group of Publics Relations professional in the country. There are chapters all across the United States of America. The members created the PRSA's Code of Ethics, which gave guidelines b what the professionals should lead their practice and conduct themselves in their services and counsel. “These values are the fundamental beliefs that guide our behaviors and decision making process. We believe our professional values are vital to the integrity of the profession as a whole” (Hayes, Hendrix, & Kumar, 2012, p.414). The six professional values are Advocacy, Honest, Expertise, Independence, Loyalty and Fairness.

Under the PRSA's Code of Ethics, there is also the Code of provisions which outlines the items to be aware of and that takes precedence when doing your work as a PR professional.  These code of provisions created are free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest, and enhancing the profession.

These values are great business practices and the expectations that is instilled in public relations professional. If one were to follow the PRSA's Code of Ethics, then they will earn the trust of their clients and companies and create a great reputation for themselves. 

My Personal Code of Ethics is how I live my life on the daily basis and it is seen in the way I conduct my life as a working professional and in my personal relationships.  While I do admire the PRSA's Code of Ethics and I do personally think it is critical to possess for success, I added on my own personal code of ethics that I believe stream line incredibly well with the PRSA's Code of Ethics.  My Code of Ethics contain  being trustworthy, having discretion, effectively communicating, having boldness, honesty,  and equal treatment.

1.) Being Trustworthy
Gaining the trust from your clients and company is crucial to have a successful project or campaign. It is what can create future opportunities and create  your reputation as a professional and build your relationships stronger in your personal life.

2.) Having Discretion
It is important to be able to decipher what information needs to be disclosed to who or does it even need to be disclosed at all. This goes hand in hand with being trustworthy. This will create and build better relationships over the course of time.“Client trust requires appropriate protection of confidential and private information” (Hayes, Hendrix, & Kumar, 2012, p.417).

3.)Effectively Communicating
Communication is a core part of life not only in the public relations but in life as a whole. With my husband, family, friends and in my work life having effective communication is the key to successful relationships and is the connecting domino piece in making sure people are on the same page.

4.) Having Boldness
Sometimes calling out what is right is not always easy. So being bold is essential in order to do what is right, even if it is not the popular choice. Jesus Christ carried this trait and it was evident because He did not care what others thought of him, just his Father's viewpoint.

5.) Honesty
People want to be able to trust and believe in who you are. My relationship with my husband is built on honesty because if were weren't truthful with one another our relationship would crumble. Being Honest is applicable to all my relationships that I carry in my life.“So also honesty seem necessary for human relations wherever they exist” (MacKinnon, 2015, p.155).

6.) Equal Treatment
It is important to recognize that everyone comes from all different paths of life. It is important to understand people's experiences and show compassion to other people's backgrounds and situations. It is the beauty of America and why it is considered to be the melting pot of the world.


References

Hayes, D., Hendrix, J., & Kumar, P. (2012). Public Relations Cases. (9 Ed.) New York, NY:       

Wadsworth-Cengage.

MacKinnon, B. (2015). Ethics: theory and contemporary issues. (2nd edition) Wadsworth

Publisher, Boston, MA.