He then began to communicate internally and externally with “relevant audiences at that time [including] our social media people, our head of security, senior management team,” according to Amy Jacques (2009) in an article published in (para. By Tuesday, according to Mc Intyre, the company was responding to customers’ queries on Twitter about whether the company knew about the situation, what the company was doing, and why the company had not issued an official statement (Jacques, 2009).
By Wednesday, Patrick Doyle, President of Domino’s Pizza, recorded an apology that was then uploaded onto You Tube.
In the case of Domino’s, it was not the consumers’ attributions of responsibility to Domino’s that triggered the strategy.
Rather, what triggered Patrick Doyle’s decision to deliver a video apology on You Tube was the medium itself, which begs the questions, How did social media impact or influence the decision making process?
As Schiller (2007) explains, in “times of crisis, while corporate communication executives are preparing manicured statements, customers are [simultaneously] blogging, e-mailing and posting photos out of rage and desperation because the very people who should be listening to them aren’t” (p. Bell (2010) asserts that stakeholders become “interpretive communities in organizational crisis contexts,” capable of cultivating an organization’s reputation through information they receive in cyberspace (p. Social media allow stakeholders to control when, where, and how “reputational meanings are born and disseminated” as “an organization’s reputation is built on the stories formed by stakeholders and spread within networks” (Aula, 2011, p. Nowhere is this dynamic between organizations and their publics more apparent than on video sharing sites, such as You Tube, that encourage citizens and bloggers to be the co-producers of messages.
Case Study Communication Problems Breakfast Club Summary Essay
Burgess and Green (2009) explain that You Tube users engage with this medium “as if it is a space specifically designed for them and that should therefore serve their own particular interests” (p. This can have enormous positive or negative impacts for organizations involved in crisis management, including but not limited to the inability of boundary spanners to monitor the vastness of this space; malicious users who might create a crisis; and the leveraging capabilities of this platform to enhance a brand during a crisis.Abstract Domino’s Pizza was embroiled in a viral crisis situation when two rogue employees posted videos of adulterated food on You Tube in April 2009.Tim Mc Intyre, Vice President of Communications, was part of the internal team that delivered the company’s crisis communication plan through Twitter and You Tube.During this event, bloggers and journalists alike captured this crisis in articles and case studies, offering step-by-step timelines (Jacques, 2009; Peeples & Vaughn, 2010) and criticisms of Domino’s responses (Beaubien, 2009; Esterline, 2009; Gregory, 2009; Vogt, 2009; Weiss, 2009; York, 2009).What follows in this case study is an analysis of Domino’s crisis communication strategies, using a blend of best practices for crisis management from the principles of public relations management crafted by Arthur W.The truth that Tim Mc Intyre, VP of Communications, wanted to convey was that this incident was “a rogue act of two individuals who thought they were being funny. That they do not represent the 100,000 people who work every day at Domino’s Pizza all over the world” (Flandez, 2009, para. The truth that Patrick Doyle wanted to articulate was that “We didn’t do this. And we want to earn your trust back” (Peeples & Vaughn, 2010, p. However, in wanting to (Seeger, 2006) about the situation, Domino’s needed to take responsibility. However, taking responsibility had the potential of exposing the organization to lawsuits and other legal vulnerabilities (Claeys & Cauberghe, 2012), including freedom of speech and copyright claims. Page and from an academic perspective as the framework for analysis.From a communication perspective, according to Jaques (2008), case studies “are generally a narrative of events which are critically examined in relation to recognized public relations theories and models in order to fully appreciate what happened and to consider alternative strategies and outcomes” (p.Just as consumers can use this social medium to create a crisis for a company and interpret an organization’s reputation throughout, so too can an organization use this medium to manage a crisis and improve its reputation.Patrick Doyle, President of Domino’s Pizza, would come to understand this dynamic as his brand suffered a devastating blow when two employees uploaded a vulgar video demonstrating their grotesque adulteration of food.