Communication is a Two-Way Street

Research is more than just gathering information. Public relations practitioners use research in a multitude of ways. Focus groups, surveys, secondary research, content analysis and in-depth interviews are all second nature to the practitioner. Each of these tools provides a company with important information used to raise awareness or shape public opinion.

Research is also an important part of maintaining long-term customers, as well as, gaining new ones. Keep in mind that long-term customers tend to spread opinions about a company much quicker than public relations can reach its publics. Therefore, having a free flow of accurate and truthful information with your customers is the best way to nip gossip in the bud.

During Toyota’s “faulty accelerator” crisis, the company faced public scrutiny from the media and disgruntled customers. Toyota responded by saying that, “Nothing is more important to Toyota than doing the right thing for our customers -- and restoring their confidence in the safety of our vehicles...(to read more click here)” The company verified this statement by listening and responding to public feedback.

In public relations we call this two-way symmetrical communications. Practitioners use two-way symmetrical communications to resolve conflict, promote mutual understanding and respect between the company and its publics.

In January of 2010, Toyota used its corporate website to convey its message about its "faulty accelerator" issue:"Toyota has taken the unprecedented step of stopping production to help serve our customers quickly and ensure that all new Toyota vehicles going forward do not experience this problem."

Toyota still provides links titled “FAQs” and “What We’re Doing” in order to accommodate customers. In addition, Toyota uses social media outlets Facebook and Twitter to informally address customer concerns.

It is obvious that Toyota did a great job relaying information to customers in a timely manner and allowed for open communication. Now Toyota has to focus on rebuilding it's brand image.

Till we meet again!!