FOUNTAIN VALLEY, CA: Working with AOR Ketchum, Hyundai Motor America is executing a traditional communications and social media strategy around the recent recall of 2011 Sonata sedans.
This weekend, the company announced the recalls as a result of a problem with the steering construction.
Jim Trainor, national manager of product PR for Hyundai Motor America, said that the company is working with call centers, employees, and dealerships to provide them with appropriate and consistent information for consumers. The team is providing consumers at dealerships with gift cards and letters.
It's also responding to comments on blogs, Facebook, and Twitter, for which it currently has a dedicated employee.
“If you handle the situation properly, it can almost generate goodwill,” he said. “We've been doing a deeper analysis of it today, now that the coverage has subsided.”
Of the online responses, he added, “You have to be careful with those, and take it all with a grain of salt.”
He explained that a main tactic in working with the agency was to have one point person - in this case it was Trainor - respond to media, conduct internal Q&As, and issue statements.
“You get a lot of credit for handling these things openly, honestly, and quickly,” he said. “A lot of people ask if this is going to slow the momentum or damage brand. I don't think it will.”