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1、InterpretationOfCorporatePublicRelationshipCrisis——AReviewOfToyotaRecallEventThebackgroundofToyota'srecallcrisisAtbeginningoflateJanuary2010,duetotheacceleratorpedalandotherproblems,Toyotaannouncedthatrecallednearly4.45millioncarsfromtheUnitedStates,Canada,EuropeandChina,couple
2、dwithCamry.Priusandothermodels,atotalof4.2millioncarswererecalledfromtheU.S.marketinNovember2009.Toyota'sproblematicvehiclesexceededsevenmillion,farexceededthelevelofitsglobalsaleslastyear.ConciseanalysisToyotarecalleventhascausedasensationintheworld.Asfarasitscrisispublicrelat
3、ions,thewholecoursemingledhopeandfear.Firsttosay'Hope'.Toyotaisnottheonlyonewhichhappenrecall.SuchasFord.In2006,Fordrecalled7.9millionproblematiccars.Andinthepast10years,Fordhasrecalled14.9millioncarsforthesamereason.AswellastheGeneralMotors.G.Mrecalledof6.7millionand5.8million
4、carsin1971and1981respectively.VolkswagenandHondaalsohavealargenumberofrecallrecordsin1972and1995.Bothoftheirnumberwere3.7million.ThisshowsthenumberofproblematiccarsthatToyotarecalledinpresentsituationisfarfrombeinglargest.WhenanenterprisecanhandlethecrisisPRproperly,itwillnoton
5、lyturningtidebutalsocanfurtherenhanceitsbrandimage.ItnowappearsthatnomatterToyota'simageisnegativeorpositive,atleast,Toyotaissucceedattractingpublic'sattention.Secondtosay'fear'.Since2009,Toyotacontinualrecallshasgreatlystimulatedthenervesofglobalconsumers,expeciallytherecallof
6、Lexus.Asweallknow,ToyataismostproudofLsxus.ThemythofToyotaproducts'qualityiswidelyquestioned.Inaseriousofexternalexplanation,Toyotatriedtodenytherelationshipbetweenthe4qualityproblemsanditscost.Butitwasreallyhardtobelieve.Soitsexecutiveshadtomakeoneafteranotherapologytopublic.T
7、hefirst10monthsof2009,Toyotahasalreadyrecalledproblematiccarsfromtheglobalmarketabout9times,involvingabout6.25millioncars.InChinamarket,fromJuly2004toAugust2009,therewereatotalof24recalls,involvingnearly1.2millionvehicles.However,therewasonly1.3millionToyotavehiclessoldinChinam
8、arketatsameperiod.BecauseofToyotafrequentandlargequant
