Chrysler/Jeep RecallBy: Cassondra Beck, Michelle Castillo, Brok Haines, and Brian Reed

WHAT HAPPENED?? When Jeep Grand Cherokee’s (1993-

1998) and Jeep Liberty SUV’s (1999-2004) were involved in an accident, they caught fire.

Consumers blamed Jeep for making a bad/unsafe vehicle and the National Highway Traffic and Safety Administration (government) became involved

There were actually 2 recalls Originally, the government urged Jeep to

recall 2.7 million vehicles However, Chrysler refused this recall at

first and later changed their mind willing to fulfill the 2.7 million vehicles including upgrading them if needed

Jeep finally agreed to providing customer service actions and inspect ALL vehicles even if they are not included in the recall

So what is the big deal?Issue with Jeep vehicles:Location of fuel tank is unsafeFuel tank is located just below the rear axle Location of fuel tank can and has resulted in dangerous and deadly fires

Watch this!

http://www.youtube.com/watch?v=L905Q6rP6mo&safe=active

How do we fix the problem?Solution proposed by the Center for Auto Safety: Add a skid plate to protect fuel tank

from being punctured

Solution decided by Chrysler: Add a trailer hitch in hopes that they will

absorb the impact of the crash

Ethical DilemmaRisking people’s lives to save the company moneyDishonest to provide a “solution” that they cannot guarantee will prevent firesIntegrity with government and citizens is harmed 

What does this have to do with PRSA? ALOT

The role of an ethical PR person is to serve both their clientele, as well as the public.

A statement issued from Chrysler Group LLC Chairman and CEO Sergio Marchionne read,

“the safety of drivers and passengers has long been the first priority for Chrysler brands and that commitment remains steadfast.”

More PRSA Under the Conflicts of Interest, in the “Guidelines”

section, a PR member shall “act in the best interests of the client or employer, even subordinating the member’s personal interests.”

.” If the PR person saw a flaw in how the board at Chrysler was handling things he/she should act ethically under the PRSA Code Provisions to withdraw from representing the company, because the intent of this principle is to “build trust with the public by avoiding or ending situations that put one’s personal or professional interests in conflict with society’s interests.”

Another PRSA Code The Disclosure of Information, in the

“Guidelines” section, a PR member shall “investigate the truthfulness and accuracy of information released on behalf of those represented.” The intent of this principle is to “build trust with the public by revealing all information needed for responsible decision making.”

In this situation, the public is claiming that Jeeps are catching fire when rear ended and are causing fatalities. A PR representative needs to research and figure out what information is valid

Video Break..before we continue

http://www.youtube.com/watch?v=9pQSdTE8cFQ&safe=active

SPJ Codes Seek Truth and Report It, Examples of numbers would be 2.7 million

jeeps being recalled from the National Highway Traffic Safety Administration and the years of the Jeeps are between 2002 and 2007 for Jeep Liberty's and Grand Cherokees between the years 1993 and 2004. The NHTSA took three years to recall but wouldn’t comment on why it took so long.

SPJ Codes Minimizing Harm This means to show compassion to who

was involved. If there was anybody hurt in the explosions of the Jeeps then the journalists should show compassion and leave certain individuals alone. There are many journalists who do not do so in situations.

Don’t forget, SPJ Says All journalists shall “Act Independently” This means to be true to who you are and your

values. Don’t accept gifts from your stories and what

you’re reporting on. Example: Chrysler may offer a journalist a gift if

they are told to say something false about the company that makes them sound better about the situation. Even if the statement(s) was true then it is still illegal to accept any kind of benefits.

Always Say “I’m Sorry” Be Accountable Everybody makes mistakes when reporting on stories Apologizing and correcting the mistake is the best

thing a journalist can do Sometimes a story may be put together incorrectly

and it mixes up the information and can be misread by many.

Example: Chrysler Jeeps were reportedly going to move all of their production to China but that wasn’t true. The true story was that Jeep was going to move some of their production overseas but not everything.

If you aren’t 100% sure about the facts then they shouldn’t be posted in a story.

Fun Facts 51 deaths have occurred

as a result of fires that resulted from rear end crashes to Jeep vehicles

Recall does not protect Chrysler in future lawsuits

Chrysler does not have to declare the vehicles defective

Chrysler does not have to agree to a recall but government can force a recall after public hearings

One last video to emphasize

http://www.youtube.com/watch?v=3cWV0Zd7aWE&safe=active

Verdict says…What would we have done?

We believe that Chrysler should have recalled all of the vehicles immediately instead of only recalling a portion of the vehicles.

While they have saved themselves from future damage to their customer relationship, they have already weakened that relationship by their actions.

We believe it was unethical to offer a solution that they cannot guarantee will work to their customers.

It was obvious that they were trying to save money, regardless of the risk it posed to people’s lives.

QUESTIONS??

Sources of info http://detroit.cbslocal.com/2013/06/04/chrysler-says-no-to-government-recall-request/ http://www.theblaze.com/stories/2013/06/04/chrysler-rejects-u-s-request-to-recall-millions-

of-vehicles-at-risk-of-fuel-tank-fire/ http://www.wusa9.com/news/story.aspx?storyid=209731 http://www.cjr.org/the_audit/bloombergs_role_in_romneys_jee.php http://www.usatoday.com/story/money/cars/2013/06/18/chrysler-changes-mind-recalls-jeeps

-government-sought/2434955/   http://media.chrysler.com/newrelease.do;jsessionid=1CEED6FC36FO32B47BE9E7CB7E433E

O6?&id=14433&mid=2   http://www.nytimes.com/2013/06/19/business/chrysler-reaches-agreement-to-recall-2-7-milli

on-jeeps.html   http://www.nytimes.com/2013/07/02/business/safety-group-calls-for-crash-tests-in-jeep-recal

l.html?_r=1&

http://www.youtube.com/watch?v=3cWV0Zd7aWE&safe=active   http://www.youtube.com/watch?v=9pQSdTE8cFQ&safe=active   http://www.youtube.com/watch?v=L905Q6rP6mo&safe=active