Crisis communications- Honda Recall Research Paper

Crisis communications- Honda Recall - Research Paper Example It is vital to note that business apologizes differ from personal apologies because business apologizes are given in order to retain clients, customers and business relationships (Meiners, Ringleb & Edwards, 2008). A business apology is given to customers regardless of whether the error or mistake was preventable or not. In this case, the business apology will be given in writing through social media platforms such as Facebook and Twitter, and verbally, through YouTube and television advertisements. Honda should follow strategic steps in providing its apologies to its customers. The first step is monitoring the presence of Honda’s products in the market and social media platforms. The second step is the engagement of customers and product reviewers immediately. In the apology, Honda should be honest and assume responsibility for its shortcomings. Most importantly, Honda should learn from its mistakes (Meiners, Ringleb & Edwards, 2008). The first thing that Honda should do before offering its apologies is to study or monitor its presence in the market and social platforms. In order to respond to the issue appropriately, Honda should be aware of the reviews provided by its clients and industry analysts. Once the firm has studied its presence and customer perceptions, it should apologize appropriately, based on the issues raised by the customers. This takes the firm to the next step, which is engagement with customers. Engaging with customers will enable Honda to obtain con structive feedback. Social media provides ideal platforms for offering apologizes. Social media such as Facebook, Twitter and YouTube have combined audiences of approximately 1 billion people on a daily basis (Meiners, Ringleb & Edwards, 2008). The apology message should focus on customer satisfaction and the firm’s shortcoming. Honda should know the right time to offer its apology. The