Trouble in Toyland: An examination of Mattel’s reputation management strategies

• In Event: Discourses from Students: Top Four Student Papers in Public Relations

Abstract

The purpose of this study is to examine the crisis management strategies of Mattel. Findings from this study can have important implications for organizations that are faced with crises. The findings from this study suggest that apology in combination with suitable corrective actions provide a powerful tool to crisis communication managers. In addition, crisis communication practitioners may be able to learn and develop a set of best practices for crises. More findings and implications are discussed.

Author

• Tulika Varma, Louisiana State University