The Challenge: Responding to President Trump
Nine months into his administration, President Trump continues to prove time and time again that when it comes to 140 characters, anyone is fair game. From the campaign trail to the Oval Office, the President has never shied from calling out major corporations on Twitter. However, when President-elect Trump took a shot at Toyota, a multinational automotive manufacturer, they used the power of Quorum to act fast and counter the message.
The Solution: An Organized Crisis Communications Plan
It all started with a list.
Using Quorum’s database, Toyota’s team created a list of roughly 150 members of Congress who represent districts in which the company has a significant economic presence and/or constituent population. The relationships with these members, and with their staff, are valuable for the Toyota team’s impact on Capitol Hill. If there were ever a situation in which the company was spotlighted in the political arena, Toyota would want these members to be among the first notified of the company’s response.
On January 5, 2017, just two days after the start of the 115th Congress, a situation presented itself. At 1:14 p.m. President-elect Trump tweeted:
Toyota Motor said will build a new plant in Baja, Mexico, to build Corolla cars for U.S. NO WAY! Build plant in U.S. or pay big border tax.
— Donald J. Trump (@realDonaldTrump) January 5, 2017
By 3:00 p.m. Toyota HQ, with the help of their team in DC, issued a rapid response to the president-elect’s comments.
Next, the DC team needed to organize a coordinated outreach campaign to their stakeholders on Capitol Hill.
With their list of members already in place, Toyota used Quorum’s database of contact information to pull the emails for each member’s Chief of Staff. From there, they quickly issued personalized updates on the situation that had unfolded.
“It honestly worked flawlessly. We had the list and contact info together in a matter of seconds.” said Amanda Braden, PAC Administrator at Toyota.
Within a matter of hours, the Toyota team had contacted all their stakeholders in Congress and successfully reiterated their commitment to the American workforce.
The Impact: Rapid and Strategic Response
Before Quorum, such a rapid and strategic response would have involved quite a few more hurdles. Braden explains, “Not only was having the list readily available helpful, but having accurate and up to date contact information we could trust was invaluable.”
Whether it’s good or bad press, the Toyota team can breathe a sigh of relief knowing their list is in place, the contact information is accurate and, at a moment’s notice, they can get their message out.