FedEx Gets Crisis Management Right

Erik Bernstein crisis communications, crisis management, Crisis Prevention, crisis public relations, Crisis Response, Erik Bernstein, Jonathan Bernstein, media training, online reputation management, public relations, reputation management, social media Leave a Comment

High marks for reputation management via YouTube

Early last month, FedEx came under fire when video of a deliveryman literally hurling a computer monitor over a customer’s fence went viral. Although the video drew millions of hits almost instantly, FedEx’s crisis management team wasn’t far behind.

Taking the sage path of learning from the mistakes of others, FedEx quickly created a response video ala Dominos, featuring Matthew Thornton, III, senior VP of FedEx Express U.S. Operations.

Thornton did a nice job with his apology, ensuring  he mentions that the issue with the customer in question was resolved, the employee at fault has been punished and removed from work with customers, and he assures viewers that FedEx values each and every package.

One thing I would add is a bit more practice time before getting on-camera. Although it may have been difficult given the urgency of posting a response, Crisis Management 101 dictates that your leadership be media trained, or you risk appearing wooden and scripted, which definitely takes a chunk out of your believability factor.

The BCM Blogging Team

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