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
You might also be interested in:
- Most Effective Online Newsrooms ‘Hybrids’ That Serve the Media and Consumers Alike
- 4 Steps to a Winning Social Media Narrative
- 6 Ways to Integrate Employees Into Your Organizational Messaging
- 5 Questions to Ask Before Measuring Your Content Marketing Campaigns
- How Four Big Brands Crafted Multi-Platform Content Catering to Their Demographic Targets