In this report, analysis will be done on the case study of Domino’s Pizza. The crisis it faced was related to the communication strategies. The situation of crisis occurred there had been posting of videos related to adulterated food by two rogue employees. The video had been posted on YouTube in the year 2009. In this report, reflection will be provided on the options available to handle the key issues followed by certain recommendations.
Options to handle the Crisis
The crisis of communication strategies within the case study resulted in providing immediate responses from public and media. YouTube has been identified as a major platform of publicity. As in this case, the video uploaded had been a major risk factor for Domino’s. There are certain options available that can be chosen before and after the occurrence of event. Once the event had taken place, a number of responses were obtained that resulted in media catastrophes. In such a situation, the below mentioned behaviours must have been avoided (Argenti, 2012):
A heavy silence depicting embarrassment
Sudden declaration of statement as to nothing happened and that everything is under control
Complete denial of the event
Blank replies or refusal that result in a social combat
Unable to provide details regarding the event
Apart from internet, intranet sources can also be used. Intranet sources have restricted accessibility, basically to employees; however, considering the case, it will involve suppliers as well as accessibility to regular customers as well. This has been identified as an effective mode for communicating with employees as well as stakeholders (Sturges, 2014). Also, it is more effective and valuable if it is utilized in combination with mass systems of notification formulated for reaching the employees as well as other main stakeholders.
The crisis response has to be appropriate as well. This refers to the tasks and responses of management after the crisis occurs. Public relations play a crucial role in response of crisis as it helps in developing the messages that are to be replied to a vast area of public.