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1、InterpretationOfCorporatePublicRelationshipCrisisAReviewOfToyotaRecallEventThebackgroundofToyota'srecallcrisisAtbeginningoflateJanuary2010,duetotheacceleratorpedalandotherproblems,Toyotaannouncedthatrecallednearly4.45millioncarsfromtheUnitedStates,Canada,EuropeandChina,co
2、upledwithCamry.Priusandothermodels,atotalof4.2millioncarswererecalledfromtheU.S.marketinNovember2009・Toyota'sproblematicvehiclesexceededsevenmillion,farexceededthelevelofitsglobalsaleslastyea匸ConciseanalysisToyotarecalleventhascausedasensationintheworld.Asfarasitscrisispu
3、blicrelations,thewholecoursemingledhopeandfear.Firsttosay'Hope：ToyotaisnottheonlyonewhichhappenrecalLSuchasFord.In2006,Fordrecalled7.9millionproblematiccars.Andinthepast10years,Fordhasrecalled14.9millioncarsforthesamereason.AswellastheGeneralMotors.G.Mrecalledof6.7million
4、and5.8millioncarsin1971and1981respectively.VolkswagenandHondaalsohavealargenumberofrecallrecordsin1972and1995.Bothoftheirnumberwere3.7million.ThisshowsthenumberofproblematiccarsthatToyotarecalledinpresentsituationisfarfrombeinglargest.WhenanenterprisecanhandlethecrisisPRp
5、roperly,itwillnotonlyturningtidebutalsocanfurtherenhanceitsbrandimage.ltnowappearsthatnomatterToyota'simageisnegativeorpositive,atleast,Toyotaissucceedattractingpublic'sattention.SecondtosayffearSince2009,Toyotacontinualrecallshasgreatlystimulatedthenervesofglobalconsume
6、rs,expeciallytherecallofLexus.Asweallknow.ToyataismostproudofLsxus.ThemythofToyotaproducts^ualityiswidelyquestioned.Inaseriousofexternalexplanation,Toyotatriedtodenytherelationshipbetweenthequalityproblemsanditscost.Butitwasreallyhardtobelieve.Soitsexecutiveshadtomakeonea
7、fteranotherapologytopublic.Thefirst10monthsof2009,Toyotahasalreadyrecalledproblematiccarsfromtheglobalmarketabout9timesjnvolvingabout6.25millioncarsJnChinamarket,fromJuly2004toAugust2009,therewereatotalof24recalls,involvingnearly1.2millionvehicles.However,therewasonly1.3m
8、illionToyotavehiclessoldinChinamarketatsameperiod.BecauseofToyotafrequentandlargequantitiesrecal
