WASHINGTON D.C. -- More apologies are expected today when the CEO of Toyota testifies to a congressional Subcommittee on their safety issues. WMU Communications professor and crisis management expert says Toyota is stuck in a public relations nightmare that is text book and difficult and damaging to escape.
Dr. Keith Heritt says their paternalistic low key approach to Public relations problems may work in Japan but it does not travel well. He says they have been unable to get out ahead of the crisis as each new recall and revelation fueled new headlines, and they have been forced to play catch-up.
It has now taken on a life of its own, and may be beyond their control to manage. He says with possible criminal investigations underway, it could cause lasting and permanent damage.
