Daniel Arndt                              34330046

Bongani Mbele                          46644539

Patrick Sesing                           42800234

Simphiwe Mazibuko               29829534

1. Reputational implications

Positive public perception.

Volkswagen may strengthen its reputation as a socially conscious business by actively taking part in a campaign against drunk driving. This could enhance its reputation and aid in reestablishing trust. Volkswagen shed light on the need for stronger ethical practices and a culture that prioritizes integrity. (Abbas, 2023)

Brand alignment

Being part of an organization that encourages responsible behaviour and safety, properly aligns with Volkswagen’s brand values of innovation and dependability. (The Brand Hopper, 2023).  Customers that appreciate corporate responsibility may be drawn in and existing ones may become more devoted as a result.

Media coverage 

These kinds of campaigns tend to result in media coverage, which benefits Volkswagen’s reputation. This can assist in changing the focus of the story from earlier disputes and help the company move forward positively.

Implications for Ethics

Corporate responsibility

Volkswagen’s campaign against drinking and driving reflects the company’s dedication to moral behaviour and social responsibility. It demonstrates the company’s willingness to speak out on significant social concerns, which may improve its reputation for ethics.

Moral leadership

Volkswagen can establish itself as a moral leader in the car sector by encouraging safe driving habits. This could encourage other businesses to take a similar approach and benefit society more broadly.

Accountability and Transparency

Volkswagen’s attempts to increase its accountability and transparency may also be seen in its involvement in these kinds of campaigns regaining the trust of stakeholders who may have been demoralized by previous unethical actions. By prioritizing open and honest communication delivering on promises and implementing measures to prevent future incidents, companies can rebuild trust with customers, employees, shareholders, and regulatory bodies. (Abbas, 2023).

The campaign involving Nomuzi Moozlie Mabena and Volkswagen aimed to raise awareness about the dangers of drinking and driving through a staged accident. While such an approach can be impactful, it also risks offending viewers, especially those personally affected by real accidents, creating mixed public reactions. This strategy can lead to negative brand associations and challenges in public perception, potentially harming Volkswagen’s reputation. Ethically, the use of distressing imagery and the lack of upfront clarity that the event was staged raise concerns about the responsible use of sensitive topics in advertising. This campaign highlights the need for companies to balance creative strategies with ethical considerations and transparency, ensuring they respect the audience’s diverse experiences and maintain trust.

2. Act proactively in media relations by:

Develop relationships.

Establish trusting bonds with the media outlets and journalists. Give them access to the company’s events' exclusive content and information regularly.

Maintain an active social media presence.

Be constantly active on platforms such as Facebook, Twitter Instagram, and LinkedIn to showcase new product releases, promotions, and lifestyle as well as to interact with customers directly. Often post visually stunning images and videos that highlight the performance, design, and versatility of Volkswagen vehicles.  (The brand Hopper, 2023)

Frequent monitoring and Evaluation

Regularly monitor media coverage and social media mentions to spot possible problems early, and keep a close eye on social media mentions, sharing, comments, and media coverage.

Keep the media informed by using press releases, media kits and having events.

3. Volkswagen can ensure a successful online reputation using its social media by:

Providing resources and Clear information 

Eventually, VW created a FAQ page and pointed customers there. Still, this had to have been completed earlier. Resolving customer complaints more successfully can be achieved by offering resources and information that are easily understood from the outset.

Proactive Crisis Management

This entails frequent updates, correcting inaccurate information, and outlining the actions being taken to rectify the problem. (Davis, 2015). Make it clear in all social media posts that this campaign was staged. Be open and honest about the goals of the campaign and the message it wants to promote. VW emphasizes the importance of crisis preparedness and proactive measures. (Abbas, 2023).

Real-time monitoring

Tack comments and opinions about the campaign in real-time by using social media monitoring tools. This makes it possible to address any unfavourable remarks or misunderstandings quickly. Engaging with followers through interactive content, collaborating with influencers, and maintaining authenticity in communications would also strengthen their online presence.

References

Abbas, T. 2023. Lessons learned from Volkswagen crisis management case study.    https://changemanagementinsight.com/volkswagen-crisis-management-case-study/#google_vignette Date of access: 27 Jul. 2024.

Davis, B. 2015. Social media and crisis management a Volkswagen case study.      https://econsultancy.com/social-media-and-crisis-management-a-volkswagen-case-study/   Date of access: 27 Jul. 2024

The Brand Hopper. 2023.  Volkswagen- Exploring marketing strategies and success story. https://thebrandhopper.com/2023/08/15/volkswagen-exploring-marketing-strategies-success-story/  Date of access: 27 Jul. 2024.