The three distinct types of responses I found that fall within the current and critical stages are: 1) a focus on updating customers as a united front on the recalls as well as attempting to regain its customer's trust through the recalls and focus on past performance; 2) Toyota's apology, although it was a masked apology that exuded confidence by explaining its superior technology; and 3) Toyota's focus on being defensive in its responses to attacks from media outlets and government agencies.
             When analyzing the press releases, the first theme that emerged was that Toyota spoke with a united front. Toyota did this by using similar or the exact same quotes throughout the three month crisis response, as well as standing together as Toyota to resolve the issues. Toyota employees were all told the same things and presented the same stance on each topic of discussion regarding the crisis.
             On the surface, the Toyota press releases during January, February, and March 2010 may seem to suggest Toyota was hiding something through its use of repetition of key discussion points such as minimizing the severity of the issue through comparing unintended acceleration to every other major car manufacturer, the apology with an ever- waiving confidence and focus on the company's past performance. However, moving beyond the surface, I argue this repetition represents a particular kind of consistency. Toyota's primary statements reflect a primary concern for maintaining a united front throughout every aspect of its crisis response. One accepted goal of crisis response communication that all employees and stakeholders, who may have a voice during an organization's crisis, have the same information to share with the public.? Toyota took this a step further by using similar wording and repeating various statements.
             One statement that is seen continuously throughout the crisis response is made by Jim Lentz, President and ...