丰田汽车召回案：
据报道，自1月28日起，天津一汽丰田召回2009年3月19日至2010年1月25日生产的75552辆RAV4车辆。基于同样的原因，丰田已在美国、欧洲进行了召回，召回总量逾800万辆，已超过丰田2009年781万辆的全球总销量。
丰田公司预计，今年年初至3月，其有史以来最大的汽车召回事件带来的成本和销售损失总计将达20亿美元;而另据有关媒体报道，美国政府考虑对日本汽车制造商丰田汽车公司罚款，作为对其大规模召回汽车的惩罚，丰田汽车召回事件的负作用已经开始显现出来。
事件分析：首先，作为全球汽车第一品牌，丰田公司在全球范围内主动进行问题车召回的勇气是值得肯定的。但是，在数百万辆汽车召回行为，显然会直接冲击到丰田品牌在全球用户心目中的美誉度，因此，丰田在扎实做好问题车召回工作的同时，一定要及时通过媒体等多种有效手段，与广大用户进行真诚沟通，以最大可能的维持丰田品牌的良好声誉。
The case of Toyota recall
It is reported that, the Tianjin FAW Toyota recalled 75,552 RAV4 cars which were produced between March 19, 2009 to January 25, 2010 since January 28.For the same reason, Toyota has recalled more than total 8 million cars in the United States, Europe. Toyota is expected to cost about 2 billion U.S.dollars to March this year because of its largest automobile recall.While according to other media reports, the U.S.government considers to fine the Japanese car manufacturer Toyota Motor Company d as the punishment for their large-scale recall of cars.The negative impact of Toyota recall is beginning to emerge.
Event Analysis: First of all, as the biggest car brand over the world, Toyota\'s courage of worldwide initiative to recall bad cars is worthy of recognition.However, behavior of recalling hundreds of cars will obviously have a direct impact on the Toyota brand\'s reputation in the eyes of the world\'s users.So, when Toyota is doing a solid job work to recall vehicles in question, it must be promptly communicate with the majority of genuine users through the media and other effective means, and maintain the good reputation of the Toyota brand with the greatest attempt.
It is reported that since January 28, the Tianjin FAW Toyota recall March 19, 2009 to January 25, 2010 production of 75,552 RAV4 vehicles.For the same reason, Toyota has been in the United States, Europe, the recall, the recall of more than 8 million total, more than Toyota in 2009 total global sales of 7.81 million.Toyota is expected early this year to March, its largest ever automobile recall the cost and lo of total sales will reach 2 billion U.S.dollars; while others according to the media, the U.S.government to consider the Japanese car manufacturer Toyota Motor Company fined as punishment for their large-scale recall of cars, Toyota recall the negative impact is beginning to emerge.However, hundreds of cars in the recall of behavior obviously will have a direct impact on Toyota\'s brand reputation in the eyes of the world\'s users, so, Toyota recall vehicles in question do a solid job work, must be promptly through the media and other effective means to communicate with the majority of genuine users, with the greatest potential to maintain the good reputation of the Toyota brand..
危机应对策略方法中的真诚坦率，还是要快速决策。当然还有很多的办法，信息沟通中，我们还有很多的思路
因此公司必须当机立断，快速反应，果决行动，与媒体和公众进行沟通。从而迅速控制事态，否则会扩大突发危机的范围
而应该主动与新闻媒介联系，尽快与公众沟通，说明事实真相，促使双方互相理解，消除疑虑与不安。Company must decide on the spot, fast reaction, fruit take action, until media and the public go on, link up. Thus control the state of affair rapidly, otherwise will expand and happen suddenly the range of the crisis but should contact news media voluntarily, communicate with the public as soon as poible, explain the truth of the matter, impel both sides to understand each other, dispel the doubt and uneasy.SINCERITY 承担责任原则（SHOULDER THE MATTER 惠普此次危机公关反应过慢，错过了解决问题的最佳时机HP\'s response to the public relation crisis was too slow, and mied the best opportunity to solve the problem HP\'s response to the public relation crisis was too slow and mied the best opportunity to solve the problem.
该方案没有提到召回处理，与消费者提出的要求有不小的距离。Their program did not mention the recall proceing, and this could not meet with consumers’ demands.have made no small distance.he program made no mention of Zhao Hui proceing, and consumer requests are not a small distance
Therefore, companies must make a prompt decision, rapid response, and decisive action, to communicate with the media and the public.To quickly control the situation, otherwise it will expand the scope of sudden crisis The media should take the initiative to contact, communicate with the public as soon as poible, explain the facts to promote mutual understanding and the avoidance of doubt and anxiety
Analysis of HP\'s Solution 1.Facing to the crisis, HP takes some partly effective measures to control the situation quickly.Indeed, these actions work out and prevent public crisis to expand.2.HP contacts media voluntarily and communicates with the public as soon as poible.Meanwhile, HP explains the truth of the matter so as to promote mutual understanding.To some extent, all these efforts reduce doubt and uneasy of the public.1.HP\'s response to the public relation crisis was too slow, and mied the best opportunity to solve the problem.2.Their program did not mention the recall proceing, and this could not meet with consumers’ demands.
