Crisis Control

So we've all heard and seen the horrific video of the two Domino's employees defiling the pizzas. Because I feel for them I won't post the video to spread the insanity. Well, it's been a few days, and the company has been working diligently to fix the situation. They did some crazy stuff to pinpoint exactly who and where the particular location was.

"Starting with a Jack in the Box sign visible from a window in the video, she and Mr. Drake, who analyzes satellite images for a nonprofit, used that and other clues to assemble a street view and began to search Google satellite images for locations that matched. Then Paris Miller, a Northern Kentucky computer consultant, traced one of Ms. Hammonds' friends to Conover, N.C. There he was able to find a Domino's near a Jack in the Box."

- Ad Age

Read how Domino's responded to the crisis here.

Here are AdAge's tips on Crisis control:
Are you prepared?
Richard Levick, president of Levick Strategic Communications, isolates four steps every company should take to prepare for this kind of crisis.

1. Identify your crisis team: investor relations, government relations, public relations, crisis communications, outside lawyers, general counsel, digital communications, human resources, multimedia communications experts and an executive team.

2. Imagine your nightmare scenarios and prepare for them -- make sure you own all the search-engine-optimization keywords, and that lawyers who specialize in class-action suits against major companies don't.

3. Track the blogosphere and other social media. Be connected with the major players and be as responsive as possible.

4. Don't wait. Your response time is only 24 hours.