PR Director - Researcher
Crisis Communication -
VinFast VF8 Recall
in the US
For the course
Issues, Risk and Crisis Communication
2022
Responsibilities
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Developed the Crisis Communication Plan, where I conducted Stakeholder Analysis and practised industry writing for the Media Kits
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Acted as a spokesperson, honing my verbal communication skills by delivering key stakeholder messages and fielding questions from mock reporters invited to the Mock-up Press Conference
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Equipped with knowledge and hands-on experience to effective communication to address real-world organisational crises
Achievements
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Earned a Distinction (75/100)
Project Summary
Problem
In May 2023, VinFast voluntarily recalled 999 US-bound VF8s. A software glitch caused a blank screen in the VF 8 model EVs that blocked necessary safety information from being displayed.
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News breakouts about the recall raised concerns about the safety of its vehicles in this strict market.
Solutions
Identified the primary public - affected car owners, and secondary public - social media users and applied Benoit’s Image Repair Theory to deliver the key message:
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'While the recall was conducted considering valued customers’ safety, VinFast takes full responsibility and will make an effort to ensure the vehicles’ technology and customer safety.'