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aradwan@sharjah.ac.ae

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19-18 2010

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2010

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Crisis communication and corporate website: A case

study on Toyota recall crisis 2010

By: Dr. Ahmed Farouk

Assistant Professor in Public Relations Department , College of Communication
University of Sharjah - UAE
aradwan@sharjah.ac.ae

Abstract
This study analyses how Toyota Motor Corporation uses its
website as a communication tool during 2010 recall crisis. In
January 2010, Toyota was forced to recall millions of cars
after problems with breaking, floor mates,and acceleration
pedals in its vehicles . The theoretical framework of the study
is based on situational crisis communication theory (SCC),
which provides guidelines for matching crisis types to best
restore organizational reputation in times of crisis. The results
showed that Toyota used four main strategies to face the
crisis: apology, corrective actions, diversion for changing the
bad image of word recall, building a new agenda based on
safety and technology. Toyota also used many web tools to
convey these strategies: news rooms on the site, speeches,
news releases, reports, video files, advertisements, links,
graphics. Toyota utilized the site to reflect interactivity with
clients, positivity,and openness.
Keywords: crisis communication public relations and
internet

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