Let's look at two stories about crisis and how a company handled it. Then ask your self - what will be your approach?
You are the KFC brand manager at YUM. This video showing rats running around one of your New York restaurants breaks and is being shown around the nation. You have a static website devoted to promotion. So all you can do - long after the video is everywhere - is to issue a press release stating that thjis is an isolated incident.
You are David Neelman of JetBlue. The story of your passengers ordeal is everywhere. You go onto YouTube and all the key programs with an acceptance of the problem, an apology and a plan.
Every business is exposed to public risk today. You can guarantee that your story will be all over the web in hours. If you do not live in the web, the story will overwhelm you. So what is your plan to deal with this new reality?
