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1. What did Toyota’s apology consist of?
Toyota personally contacted customers who had purchased a faulty vehicle to apologize and inform them about what they needed to do.
Toyota’s CEO apologized promptly for the mechanical fault.
Toyota’s CEO said he was sorry, took full responsibility for the mechanical fault and implemented an effective repair strategy.
2. How did Toyota’s delay in issuing a repair strategy after the vehicles’ recall affect the reputation of the company?
The delay in issuing a repair strategy gave rumors ample opportunity to spread.
Delaying in issuing a repair strategy was like being in denial about the mechanical fault, which made customers perceive Toyota as untrustworthy.
The delay in issuing a repair strategy made customers question the core values on which Toyota is built, namely the quality and reliability of the vehicles.
3. How is the above quote helpful when a company faces a crisis?
If you are in charge of a company facing a crisis, you should ‘tell it early’ for the company to be perceived as a reliable source of information, ‘tell it all’ to show that the company is accountable, and ‘tell it yourself’ to show that you are taking responsibility.
If you are in charge of a company facing a crisis, you should ‘tell it early, tell it all, and tell it yourself’ so that your employees will perceive that you have good management skills.
If you are in charge of a company facing a crisis, you should ‘tell it early, tell it all, and tell it yourself’ to prevent rumors from spreading and further damaging the company.
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