Public Relations at Toyota

Paper Summary:

The paper focuses on the organizational and societal public relations of Toyota during their introduction of the first mass-produced hybrid automobiles. The paper demonstrates the use of the research, action planning, communication and evaluation (RACE) model that ensures coordination of public relations strategies. The paper also illustrates how critical it is for public relations and communications strategies to be tightly integrated into the strategic planning process within any company.

Outline:
Executive Summary
Integrating Public Relations into Launching Hybrid Automobiles at Toyota
Societal and Organizational Public Relations at Toyota Define A New Market
Conclusion

From the Paper:

"Public relations strategies must be tightly integrated to the core strategic planning, product development and Corporate Social Responsibility (CSR) initiatives within any company if it is to succeed in the 21rst century. Given how transparent all forms of communication are becoming due to Web 2.0 and social networking (Bernoff, Li, 2008), it is critical that companies realize the importance of having the many facets of public relations tightly integrated into the strategic planning process. Communications and public relations strategies have progressed from being tactical to strategic in scope, driven by the increased transparency fostered by the development of the Internet and all forms of social media, and the heightened concerns surrounding all forms of compliance including the reporting of significant financial events as mandated by the Sarbanes-Oxley Act (2002) which is often referred to as SOX for short."

Sample of Sources Used:

• Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42. Retrieved August 5, 2008, from ABI/INFORM Global database. (Document ID: 1458948591).
• Shannon A. Bowen (2006). Autonomy in communication :Inclusion in strategic management and ethical decision-making, a comparative case analysis. Journal of Communication Management, 10(4), 330-352. Retrieved August 21, 2008, from ABI/INFORM Global database. (Document ID: 1201986181).
• Files, James A. (1982, July). RACE: A Public Relations Process Model for Orderly Planning and Efficient Implementation. The Public Relations Journal, 38(7), 22. Retrieved August 22, 2008, from ABI/INFORM Global database. (Document ID: 1282283).
• Mohannad Khanfar (2007). Visionary Approaches to Management of Corporate Communication Strategy and Its Implications. The Business Review, Cambridge, 8(2), 198-207. Retrieved September 4, 2008, from ABI/INFORM Global database. (Document ID: 1416810601).
• Don Kirk (2005). Regaining Trust. Journal of Accountancy, 200(4), 30-32. Retrieved September 2, 2008, from ABI/INFORM Global database. (Document ID: 907015771).

More papers on Public Relations at Toyota:

• Case Study # 115470 : "Organizational and Societal Public Relations"
• Analytical Essay # 148911 : "Toyota: The Major International Car Retailer"
• Analytical Essay # 123552 : "What Is Public Relations?"

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