I've spent my entire professional life as a television network publicity and corporate communications executive at such places as Fox, GSN and Lifetime TV. I get a rush dealing with live broadcasts, tight deadlines and press conferences. I think I enjoy my job so much because I love working with the press. In addition to all that, I enjoy being an industry blogger and a social media expert and leading my own consulting firm in Los Angeles. 
TOYOTA IS IN THE ICU
Does Toyota ever need crisis communications– for this once-stellar company is hemorrhaging everywhere. Every time a new edition of an online report comes out there seems to be some new allegation or fine being imposed on this global Japanese car manufacturer. They are in a heap of trouble.
As I mentioned yesterday, no one has answered whether or not the cars in question are safe to drive. Transportation Secretary Ray LaHood, in a congressional hearing, appeared to warn owners not to drive recalled vehicles, but he later said he misspoke. He just really wants Toyota car owners to get their cars fixed as fast as they can.
And speaking of fast, I’m sure Toyota’s corp comm team’s heads are spinning. For as they put their finger in one dike, another hole breaks through their steel veneers. I’ve been reading that they may be facing hefty fines for not addressing this issue fast enough-the first reports came in ’07. And now it appears that other models have problems- their crown jewel the Prius may have faulty brakes. And then to top it all off, Toyota’s stock fell 6 percent today. Believe me, there’s no one happy at Toyota, except maybe the Dealerships, which will be making tons of money fixing these issues.
When bad things keep happening and happening, the best thing any company should do is address each problem individually and as soon as possible. Whatever money is left in the coffer, I’d invest in outside PR agencies to handle specific segments. I’d give one firm – customer relations and the proper protocol in communicating to car owners. I’d give another investment relations to handle the stock issue. I’d hire a marketing team to address new marketing materials, slogans and advertisements. I’d be hiring video production companies to produce commercials that showed the company has rectified the problems. I’d hire another agency to handle the messaging to each dealership for all the dealerships need to be on the same page. And lastly, I’d hire a global PR firm to handle questions about car safety coming from the other countries.
As you can see this is a multi-pronged public relations problem. What it really is – is a big mess. Toyota employees must be reeling. I know people who work for that company and I have always admired how Toyota has taken care of its employees. Did you know that they have a gym on site and they encourage their workers to stay in shape! How great is that.
I have a theory in all this…sometimes when you get so successful…you take things for granted and are not as keen on your game. Well, if this is what happened to Toyota, then their eyes certainly are wide open now.
Despite all…as a Toyota customer…I’d buy another one of their cars any day. It really is a great product that they need to fix now.
Yoo hoo…Toyota…if you are looking to fill out your corporate communications team, I’m available! And I know a handful of others who would be terrific too!
And You Said…