BulletProofBlog the blog on crisis communications

Yesterday, I wrote about the current reputational crisis facing Domino' s Pizza and the need for the company to engage critics on YouTube - the medium that gave rise to the crisis in the first place.

It seems that as I was writing, Domino' s was acting.

Domino's President Patrick Doyle responded yesterday with a viral video of his own, in which he apologizes for the incident, thanks the online community for alerting the company to the problem, and effectively communicates how Domino' s plans to move forward.

As of this writing, the video has already garnered more than 18,000 views - with a lot more sure to come.

This was the right move - and it demonstrates that Domino' s not only cares enough about its customers to reach out to them in their chosen medium; but that it also knows enough about brand protection in the Information Age to never take what is communicated in the digital realm lightly.