Crisis Prepared by: 

Group 8  

Communication Mousumi Latif  110071142 

Qichen Li  110062613                    
Plan William Chengo  110065540          
Sriram Sampath Sambaraju  110066235
Sadnan Bin Sattar 110054160                        

Submitted to:
Prof. Shelley-Ann John
BSMM 8000B-Business Communications
Master of Management: University of
Windsor

1
Introduction

• The 2008 financial crisis put Chrysler at risk of

collapse.
• Chrysler faces the problem of managing multiple
stakeholders in a crisis.

2
Crisis Communication
Plan

• Goals
• Helped Chrysler survive
the financial crisis and
bankruptcy
• Method
• Analysis of stakeholders
• Make a message map
• Use media tools and
tactics

3
Stakeholders
Affected
• Employees/Labour unions
• Dealers
• Creditors
• Suppliers
• Bondholders
Effect on the Employees
• Huge job loses
• Reduction in
working hours
• Minimum wages were not
given 
• Reduction in the pension
after retirement
• Plant closures at times
Employment Rate
of Automotive
Companies in 2
Decades
Stakeholder Analysis Matrix

Influence How could

Contact Impact What is
How much How could stakeholder Strategy for
Stakeholder Person How much important to
influence stakeholder “block” or engaging the
Name Phone, Email, are they the
do they contribute? negatively stakeholder
Address impacted? Stakeholder?
have? affect?
Working for Working more
less than the hours than After-retirement
David lahord Job security and minimum specified, even healthcare and
Employees David@chrysler.com High  High pension after wage until the after the pensions and
(519)-982-7300 retirement  company is in working hours bonus to
a better have been be provided
position reduced
        Communication Planning Chart

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           Communication Planning Chart

9
Message Map
Stakeholder Name: Chrysler’s Employees
Question: How would the restructuring be successful?

Key Message 1
Bridge loan and financing program
Supporting Facts
• Financial assistance and security agreements from Govt (around $4 billion)
• Tax concession 
• Short-term financing to manufacture new car
• Agreement with creditors to convert debt into equity

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Message Map

Key Message 2 
Developing corporate governance arrangements with Chrysler’s
stakeholders
Supporting Facts
• Agreement with The United Auto Workers (UAW) union to supply low wage
workers
• Pension benefit guarantee schemes
• Cost-cutting measures such as cutting health care cost by over 40% 
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Message Map

Key Message 3
Focusing on a Viability Plan to turn the company around
Supporting Facts
• A new alliance with “Fiat” (an Italian auto manufacturing company)
• Fiat will have 35% stake in Chrysler
• Negotiations with Fiat and other auto manufacturers to make new small
cars with fuel efficiency technology

12
Tools, Tactics, and Timeline
13
Tools & Tactics Example Details
Print Material Annual Report Chrysler's finance department needs to prepare a financial
report for several years to show the company's current
losses. The goal is to let all stakeholders know how the
company is doing.

Media Relations News Release Find media outlets to write columns about. In order to
achieve high public exposure.

Community & Public Speech Have your company's management or board elect a

Public Relations representative to deliver a public speech. The aim is to
increase credibility and attract attention from all groups of
society.

Internal Meetings Company leaders, managers and relevant personnel from

Communications government departments hold meetings to discuss
solutions and measures to solve problems.

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19
20
 CONCLUSION 

Chrysler Financial Redirect Approach Back to full operation

Stability  Going Forward and production

21
References

Edey, M. (2009). The global financial crisis and its effects*. Economic Papers: A Journal of Applied Economics and
Policy, 28(3), 186–195. https://doi.org/10.1111/j.1759-3441.2009.00032.x 
Nye, A., ( 2020, March 17). Restructuring Chrysler through Bankruptcy.
https://ypfsresourcelibrary.blob.core.windows.net/fcic/YPFS/2020-03-17%20Nye%20Chrysler%20Bankruptcy_Preliminary_Dr
aft.pdf
Webel , B. (2012, September 7). Ecommons.cornell.edu. Retrieved March 29, 2022, from 
https://ecommons.cornell.edu/bitstream/handle/1813/34180/pr52.pdf?sequence=1
Terry, K. (n, d). Chrysler's conundrum: A case study in crisis management. University of Michigan - Ross School of Business.
https://www.reliableplant.com/Read/22962/Chrysler-crisis-management
Chris, S. (2021). The Chrysler bailout of 1979: A retrospective. Investopedia, business, company profile.
https://www.investopedia.com/articles/economics/chrysler-bailout.asp
Marlon, M. (2019). The failed merger of Mercedes & Chrysler. From
https://mwmblog.com/2019/12/01/the-failed-merger-of-mercedes-chrysler/
THE FINANCIAL CRISIS: FIVE YEARS LATER. (2013, September). Retrieved from
https://obamawhitehouse.archives.gov/sites/default/files/docs/20130915-financial-crisis-five-years-later.pdf 

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