Life

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Recommended: Organizational and societal role of PR

Problems and Issue Identification
Ford and Firestone companies had enjoyed a long and productive business relationship that had lasted for years. This relationship had been beneficial to both companies with Ford becoming the largest customer of Firestone tires in the United States. However, in 2000, reports indicating that Firestone tires used in Ford Explorer SUVS were faulty resulted in major fallout between the two companies. A notable fact is that there was tire tread separation in Ford Explorer SUVs. Through the escalating number of reported accidents involving Firestone tires and Ford Explorers, it was clear that there was a big problem. Ford and Firestone had prior knowledge of the problems associated with the tires but had done their best to conceal all details from the public and had done little or nothing to resolve the issue.
The tire-tread problem witnessed in Ford Explorers was identified as a cause of death in several accidents. As the two companies involved in this case, Ford and Firestone knew that this was the major issue presented in this case. The deaths of Jessica LeAnn Taylor (14) and Mark Anthony Rodriguez (10), were just two of the numerous cases reported in the media. As suppliers of the tires and vehicles involved in the accidents, Ford and Firestone were directly involved in these deaths. However, the companies took to the media and kept blaming each other for the problems. Another key issue in this case is how the two companies handled the problem. As Ford went out in public and blamed Firestone, Firestone chose to stay silent and wait for the problem to blow over. However, this never happened and the company paid dearly with its reputation.
The role of the National Highway Traffic Safety Administrat...

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...market. The company should conduct an intensive campaign to sensitize its customers on the safety measures it has taken to safeguard them. This will help redeem the company’s reputation. Similarly, a professional public relations manager is needed to handle the company’s public image. Additionally, it is recommended that the company conduct an overall review of its quality testing measures to ensure that no faulty products flow into the market. Standardization testing is important as it will ensure that only tires of the highest quality reach the customers. Specifically, all tires must be tested for any signs of tire tread separation to reduce the chances of this ever occurring again. Efforts to reach out to its customers who were affected by this crisis should be intensified to ensure that the company does not lose control of the customers as powerful stakeholders.

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