Clearly the reputation of excellence in these areas of their business model is not accurately reflected in performance, as the recalls illustrate. From a crisis communications perspective, Toyota must admit it failed in one of the areas they are known for having pioneered in manufacturing, which is supply chain management and quality management. To do this, Toyota must first admits they are entirely at fault, this shows they are taking accountability very seriously for the massive quality management breakdown that led to the accelerator pedals not working properly. This is a foundational element of successful crisis communications is to take complete accountability for errors and seek to avert them in the future by relying on new, higher levels of transparency with customers and stakeholders as a result (Dolphin, 295, 296).

Third, Toyota had failed to show empathy for the families who lost loved ones due to this massive breakdown in...
[ View Full Essay]