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Crisis Communication Case Study Domino’s Pizza

Crisis Communication Case Study Domino’s Pizza. By: MK Pegram. The Cause. Two North Carolina Domino’s employees videoed and uploaded to YouTube a video of them “doing gross things” to the food they would be delivering.

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Crisis Communication Case Study Domino’s Pizza

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  1. Crisis Communication Case StudyDomino’s Pizza By: MK Pegram

  2. The Cause • Two North Carolina Domino’s employees videoed and uploaded to YouTube a video of them “doing gross things” to the food they would be delivering. • The company made a statement saying it was just a prank and the food was never delivered to Domino’s customers.

  3. Timeline • April 13: Video posted to YouTube, spokesperson was notified • April 14: Employees fired and the rest of the company was informed what had happened • April 15: Apology was posted on YouTube, Domino’s made a Twitter account, and the employees were charged with a felony http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8226/102/Domino_s_delivers_during_crisis_The_company_s_step

  4. Response From the Public • Customers were wondering what was put in their food without them having knowledge of what was happening.

  5. Domino’s Response • The company responded in about 48 hours. To some PR professionals that was too long. • They took to social media, making a twitter account to address what the 2 employees had done. Domino’s president posted on YouTube, “It sickens me that the actions of two individuals could impact our great system.” • They removed the YouTube accounts, fired the employees and sanitized the store. http://crisiscomm.wordpress.com/2009/04/25/case-study-dominos/

  6. My thoughts • I am impressed at how Domino’s handled the situation, probably without much preparation. In my opinion they have restored most of their public image after a lot of advertising and gaining the public favor once again. I am glad that the employees were arrested for what they did.

  7. Lessons Learned • Know your target audience • Monitoring social media is crucial. In our time, this is probably the most important lesson any company can use. • Being ready to respond quickly • Show that this issue matters and you want your customers happy

  8. Sources • http://crisiscomm.wordpress.com/2009/04/25/case-study-dominos/ • http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8226/102/Domino_s_delivers_during_crisis_The_company_s_step • The word document for the assignment

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