An analysis of the role of public relations in the introduction of hybrid automobiles at the Toyota Motor Company.
Written in 2009; 2,180 words; 10 sources; APA; $ 67.95
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."
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