How to respond to a rat problem–use video. Taco Bell and KFC president speaks

March 2, 2007

A few months ago it was new–now it seems common. Starbucks used YouTube to respond to the accusations of Oxfam, David Neeleman from JetBlue posted an apology video on their website and now President Emil Brolick of Yum (Taco Bell and KFC) has put an apology video on his site relating the rat story that made its rounds on the Internet. (See my PIERblog post).

Note to crisis managers and communicators: your crisis plan had better now include provisions for quickly videotaping an apology from your CEO as well as the knowledge and capability of quickly putting this up on your website and on the proliferating video sites such as YouTube.

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