public relation.ppt

Public Relation Toyota vs Ford Members:严慧 徐萍 王童 万米雪 吴引 王留柱 徐铉 The definition of PR Public relations,a field concerned with maintaining public image.(From Wikipedia) Famous PR corparation HillKnowlton 伟达公司 Omnicoms Clark Weinstock奥姆尼康公司 Blue Focus 蓝色光标 The critical incident of Toyota The state of California in 2009 ,a Toyota Lexus car because of an accident that caused by sudden acceleration resulted in 4 deaths . American media questioned the vehicle quality problems, and constantly reported resulting in Toyota recalled door event. PR treatment PR treatment: after the incident, Toyota recalled more than 8540000 vehicles worldwide . Toyota automobile supremo, Mr. toyoda(丰田章男) personnally go to America and other countries to make anapology including China. The critical incident of Ford In 2013, the occurrence of dozens of maverick horns fracture nose Ford car incident caused public panic, and at the Guangzhou auto show in Chang an Ford,Ms zhang initiated an uproar about the car of Ford shaft broken. PR treatment Changan Ford didnt give a wrritten statement of opinion about the accident to Ms zhang until more than half a month,and avoided the problem of quality. The comparison between Toyota and Ford Advantages Disadvantages Toyota Toyota‘s approach can regain its reputation from consumer. But it cant completely elimilate the bad effect in a short peroid of time. Ford Ford faced an unprecedented crisis of confidence. Brand Analysis The level of PR Good public relations team always elimilate the crisis in the first time, and make positive guidance of public opinion. The level of general public relations team just like fireworkers who can turn up immediately when things do wrong; The poor level of public relations team even if got stuck in adverse effects can only send out the voice ofdont gossip, do not believe rumors .