This presentation was developed to explore the public relations strategies and tactics used during a crisis situation.

1. T W O E M P L O Y E E S
W I T H A C A M E R A
“ G L O B A L D O M I N O ’ S B R A N D ”
I M A N I J O R D A N
C A S E S T U D Y
P R E S E N TAT I O N

2. THE CRISIS
A few videos of Dominos employees
mishandling food goes viral

3. THE
TIMELINE OF
EVENTS
Sunday April 12,
2009
Two Dominoes
employees record a
video of themselves
contaminating food.
Monday April 13, 2009
The video is posted
on YouTube by one
of the employees
Tuesday April 14,
2009
VP of corporate
communication
verifies details of
video with franchise
owner.
Wednesday April 15,
2018
Videos removed
from YouTube.
CEO Patrick Doyle
makes a YouTube
video addressing
the crisis.

4. STRATEGIES & TACTICS
STRATEGIES
• Distancing company from actions of
employees.
• Apologizing for actions of those
employees.
• Re-stating the morals and values of
the company
TACTICS
• Creating a twitter account to respond
to customers comments and
concerns.
• Provided continuous updates to the
public about what was going on.
• Using YouTube to create a response
video with the same tags as the viral
video.

5. EVALUATION
WAS THE
CAMPAIGN
EFFECTIVE?
YES
• The response from the CEO was to their YouTube
audience, the group who was most aware of
situation.
• Dominoes took responsibility for what their
employees had done and apologized to the public.
• Assured customers the behavior was not
representative of company.