The crisis engendered by the structural failure of Firestone's Wilderness ATX tires exists very visibly in the public domain. The US media airs video footage on 24-hour newscasts detailing the deaths of American motorists during a time in which there are few other galvanizing stories, which may lead to a higher than average volume of news coverage. During the summer of 2000, American print media and television news outlets have run stories about individual deaths on American highways, often including photos and video clips of those killed or testimonials from survivors. Articles such as "Spinning out of Control", "Peeling Apart", and "Ford vs. Firestone" in the popular American weekly Newsweek have added a sensationalist and unfortunate tenor to the current crisis. The sentiment of American consumers at this time toward Firestone appears to be one of distrust in the company's products and a general wariness toward accepting the company's statements as truthful. Much of this sentiment is the result not only of the possible failure of the tires, but also the press coverage both Ford and Firestone have received in not taking individual corporate responsibility for this tragedy. As Firestone moves forward over the coming months, the company should seek only to answer those questions of the media for which it has a definite answer, and to append when possible those answers with any steps taken by the company to recall tires, increase production of replacement alternatives, and joint initiatives taken with Ford to ameliorate the crisis.
Concurrently, as of September 11, 2000, federal regulators believe 88 deaths may have been caused by Firestone's tires. Moreover, Congressional hearings begin this week to ascertain a timeline of knowledge for and between Ford and Firestone. As such, the context of Firestone's releases should attend to the sensitivities born of this public outcry. While Firestone negotiates with Ford and cooperates with the NHTSA on the investigation into Firestone's tires, it is important that the company tread a fine line between aligning itself with public concern and not admitting to any fault for which it might earn undue legal blame before the NHTSA investigation and Firestone's internal audit are complete.
One final note on context involves the speed of response available to Firestone. In terms of pure economics, Firestone currently does not have enough replacement tires to fully recall all Ford Explorers on which the Wilderness ATX tires were mounted and offer to consumers a timely replacement of suspect tires. There is also the question of whether Firestone should recall the Wilderness ATX tires that were mounted on other Ford and Mazda vehicles that have not experienced a high number of accidents. Until further information is gathered, Firestone should avoid making promises about the tires mounted on anything other than Ford Explorers.
Because the Firestone recall is a national safety crisis, the news reached an extremely broad audience. News of the incident is broad casted on a national level because the situation has resulted in the death and injury of Firestone consumers. The audience can be a general audience of people who are just tuning into the information and forming opinions. The audience can also be more specific, like those individuals and families directly affected by the faulty tires. The audience can include law firms and even congress as they prepare to run the company inspections. Mainly, Firestone wants to target its consumers and send the message that this is an isolated incident and not a result of the overall company performance. After news of the incident breaks, it is expected that consumers will direct their business elsewhere and will begin to lose confidence in the product. Firestone wants to convey the message that this incident is a random occurrence and that Firestone is a respectable and safe brand.
The arrangement that Firestone will follow will start with a press release identifying and addressing the problem. The next step to be taken will be to empathize with the consumers affected by the faults in the product. Firestone will release an audio/video message/apology directed at consumers. After addressing the problem and contacting consumers, Firestone will offer a set of solutions or reparations to help the situation.
Firestone should address this crisis in a national press release. This will be the most effective and efficient method and will be open to all forms of media. Because of the magnitude and nature of this crisis it is essential that all levels of the media are addressed. Firestone should expect that the press release will be discussed on national television, be headlined in newspapers, and evaluated at all other levels of media. Because of the broad media spectrum that Firestone will have to address, there are certain strategies that should be employed to ensure the crisis is effectively handled.
First and foremost, the press release should console the families and individuals influenced by the crisis. This does not necessarily mean accepting fault in the matter at this time, but a statement sympathizing with the affected families and demostrating that Firestone is intently researching and handling the matter would be effective. Furthermore, addressing the general consumer is a crucial strategy in the success of this press release. Just because a Firestone consumer was not affected directly by this crisis does not mean they do not have a newfound distrust in the product. By stating that this crisis is an anomaly in Firestone's production methods and is being adequately addressed would reassure consumers. This is crucial if Firestone wishes to maintain the integrity of its business.
The purpose behind addressing this national safety issue is to identify the Firestone tire crisis, and to bring awareness to the dire need of solving the problem. Also, to educate the public on what caused the crisis, and to provide a factual explanation through a formal national press release as to what is being done to correct the issue. In the press release, Firestone will make efforts to improve their current reputation, as well as solve the problem quickly and efficiently. Firestone will discuss the steps they plan to take immediately in order to regain the public's trust in their brand. Firestone will also make sure their product meets all safety requirements before relasing the tires to the public, in order to keep their customers' safety as the main priority. Firestone will strive to avoid all legal conflicts, but will still publicly apologize for any discomfort and confusion. Suggestions will be made as to how a legit and trusting partnership with Ford can be established.
RE: Firestone Tire Crisis
OK, this is good start. Going forward you'll want to reduce how much of the document you spend on the crisis itself and increase the amount you spend breaking down the texts themselves. Think of this document as your plan of action. Start by establishing the situation (context), who has been affected and how (audience), and what needs to be done to correct the problem (purpose). Then move on to the particulars of the press release, the recorded message, and the internal memo. Break down how these texts will be constructed—what points they will hit, how they will create a particular tone through specific language, repetition of key phrases, or visuals, where and how the texts will be circulated, etc.—to accomplish your purpose.