Graduate Program

Communication Studies

Degree Name

Master of Arts (MA)

Semester of Degree Completion

Spring 2024

Thesis Director

Matthew J. Gill

Thesis Committee Member

Chigozirim U. Sodeke

Thesis Committee Member

S. M. Walus

Abstract

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via product recalls and subsequent legal actions. Employing thematic analysis of qualitative data, the research aims to grasp the various consumer viewpoints regarding Toyota's crisis communication. Despite recognizing constraints like the focus on a single case, retrospective examination, and dependence on past data, the study upholds its credibility through diligent cross-referencing of information and thorough investigation. In the face of a recall, Toyota's attempt to fix things with various communication methods was not enough at first. The company came across as secretive and uncaring, which hurt their image. However, by being more open, admitting fault, and listening to customer concerns, Toyota was eventually able to rebuild trust. This suggests that companies facing crises should be upfront about problems, listen closely to those affected, keep their message clear and consistent everywhere, and actively talk with all involved. Help from PR experts can also be valuable for a well-rounded and successful crisis communication plan.

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