Can Toyota Learn from the Johnson & Johnson Crisis of the 1980s?
Once again public relations is playing a major role in a company’s efforts to ease it’s customer’s fears. Toyota executives have taken to the road and will continue in the coming weeks and months to tell all their customers that they are responsible and will correct the problems with their products.
In an advertisement in more than 20 major U.S. newspapers Sunday Toyota said: ”We believe we are close to announcing an effective remedy,” said Akio Toyoda, president of the company, based in Toyota City, Japan.
“I am deeply sorry that we’re giving cause for concern to customers,” Toyoda said in an interview Friday with Japan’s NHK television network in Davos, Switzerland. The interview was posted to the ABC News’ Web site as well.
The folks at Toyota and its suppliers are human just like the folks at all manufacturing companies. Mistakes are made. But, it is what is done following these mistakes that builds or maintains reputations.
You may recall the Johnson & Johnson pharmacy company Tylenol recall of the 1980s to address tampering issues. The J&J product in question then was their No. 1 seller. The company invented another form of that product and reintroduced it to the market. That product became No. 1 again and remains No. 1 today.
J&J communicated its messages through sound public relations practices. I believe Toyota will correct the situation that exists and will regain its very positive reputation. Toyota’s public relations approach will play a very important role.
