Prevent, Manage, Recover, Repeat: 3 Stages of Crisis Communications


What began as a tasteless prank quickly snowballed into a monumental reputational crisis for Domino’s in mid-April. The scene: One pizza-chain employee prepares sandwiches in the most unsanitary manner imaginable (think snot, flatulence…enough said) while another records him on a video camera narrating the entire process. The game could have ended there, but the duo, which later claimed the food was never sent out for delivery, uploaded the video to YouTube, where it instantly gained traction among millions of viewers. Within days, the Domino’s brand was under fire and the PR team scrambled to rebuild its damaged reputation—but not soon enough, many experts believe; the company didn’t publicly respond immediately to the video in the hopes that attention would wane on its own. When it didn’t, execs finally acted, posting an apology on the corporate Web site, creating a Twitter account and issuing a taped apology from Domino’s USA president Patrick Doyle on YouTube.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.