Crisis must not be overbearing.docVIP

 PAGE \* MERGEFORMAT 12 Crisis must not be ‘overbearing’ If the selection in 2003 advertising, public relations industry’s ‘top ten embarrassing stories to tell’, the end of FAW Toyota’s ‘issue ads’ controversy is not ranked No. 1 can also be routed to the second. As a public relations industry sources, the author is not eligible for and has no intention of advertising creative to find fault with, but the development of the whole incident is a typical ‘Crisis’ case, from this perspective, it has quite an analysis could be of value. That the incident involved First, the playback look at the entire event. In November, FAW Toyota launch three new cars in China, ‘Land Cruiser’, ‘hegemony’ and ‘Trojans’, and in the ‘Friends of motor vehicle’ magazine published 12 of these three new car ads. One 8-9 ads are: a drive on the road the Toyota ‘hegemonic’ sport utility vehicle attracted eyebrows roadside stone lions, a lion also lifted Youzhao salute copy of the advertisement as’ high-handed, you can not do not respect ‘. 56-57 of advertising are: wild, rugged mountain path, a Toyota ‘Land Cruiser’ Ying-slope and off-road vehicles, the chains on the back pulling a bulky look of ‘wind’ big trucks. The two ad published immediately set off a storm of protest from readers. Many users in the Sina Auto Channel, tom, as well as other professional xcar published on the website saying that the Toyota’s two ads insult the feelings of the Chinese people and hurt people’s self-esteem. Is almost within two days, ‘anger’ burn the print media from the Internet, the domestic pre-empt a number of major newspapers have reported that as a broad concern social issues. In such circumstances, the three ads and issues related to the unit had to account for out of position. The first is ‘car of the Friends of the’ magazine, the first on December 2 published a letter entitled ‘Magazine on the 2003 12 Toyota overbearing advertising apologize to readers’ letter of apology. A letter of apolog