Crisis communications for large global companies like Domino’s still requires a considered response—especially in today’s tweeting, blogging and Facebook-saturated PR environment. After a Web video showing Domino’s employees tainting food products went live on YouTube, the company’s communicators were charged with sitting on their hands for 48 hours before issuing a response. Yet an analysis of the day-to-day situation and brand reputation response suggests differently. Domino’s made the decision to get the facts and segment core constituencies for immediate response, rather than to “fan the flames” of a brewing online video posting when kids with a Webcam besmirched the pizza maker’s reputation. Tim McIntyre, Domino’s VP of Communications, believes the company’s first-day response was right on.
Domino’s YouTube Crisis Response: Interview with Tim McIntyre
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