Case Study

In Fall 2023, I, along with four other senior public relations students, completed a case study on the management failures of the Hyundai-Kia brand regarding their recalls. Looking at the case through a public relations lens, we laid out the brands’ backgrounds and organizational structure and policies, established an issue timeline, analyzed public sentiment through social media and media reactions, identified the failures of management through several theories and perspectives, and provided suggestions on prevention and other steps for the companies moving forward.