Musings of a PR Professional

Domino’s PR Crisis

It really shocks me how much damage two employees and a 2 minute and 27 second video can do. But, I guess that’s the nature of the game now that the Internet is so integrated into our lives.

Yesterday, Brian Solis added the post The Domino’s Effectthat tracked the way Domino’s has been handling an extremely inappropriate and down right disgusting viral video. The video was made by two employees and it shows them tampering with customers’ food. In the post he includes emails from the president of Domino’s as well as their official response to the issue. Solis gives his opinion on the subject, and believes that so far, Domino’s has been handling the situation in the most appropriate way. I have to concur, they responded immediatelywith a statement (from the president no less) and by removing the videos off the web. This way, Domino’s’ publics are reassured that important people in the Domino’s corporation are not only aware of it, but that they are sorry. Also, by taking the original videos down, they will receive less exposure and hopefully allow the crisis to blow over quickly.

Go check out the post (and honestly, I wouldn’t watch the video if you have a weak stomach) for the rest of his advice on how Domino’s should handle the crisis.


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