Recovering From a Blow to Your Brand's Reputation

flickr/ Mattslivingroom
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Rats in KFC/Taco Bell

After a video of rats scurrying around the floor of a KFC/Taco Bell in New York hit YouTube, the stock of Yum Brands, which owns the fast food chains, fell nearly two percent in one day. The company issued a press release stating that "nothing is more important to us than the health and safety of our customers" and that this was an "isolated incident at a single restaurant at 331 6th Avenue in Greenwich Village, New York, and it is totally unacceptable." Still, plenty of PR experts were critical of the response. One, Jim Prevor, noted: "Yum Brands didn't fight back. It didn't buy ads on search engines and web sites so that when consumers went looking for information they would get a positive story. It didn't use its own websites to present an alternative narrative."