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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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5

Toyota: On a Slippery Crisis Communications Slope with No Brakes

Despite the many years that I’ve been managing crises for clients or consulting with companies that are going through crises, it still never fails to amaze me how many companies consider themselves immune to crises, or believe that whatever happens, they can handle it. Many of those companies, or the executives who once ran them, can be spotted along the side of the highway, labeled “roadkill.”

The fact is, no company—no matter how well managed or highly regarded it is, and no matter how loyal its customers are—is immune to a crisis, which means that all companies need a solid crisis communications playbook. Just ask Toyota.

Question: how did Toyota—along with its luxury Lexus ...

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