Communications as Ikor

Email 1:

Thank
you for bringing these to our attention. I don’t have the words to say
how repulsed I am by this – other than to say that these two
individuals do not represent that 125,000 people in 60 countries who
work hard every day to make good food and provide great customer
service. I’ve turned this over to our security department. We will find
them. There are far too many clues that will allow us to determine
their location quite easily.

Regards,

Tim McIntyre
Vice President, Communications
Domino’s Pizza, LLC

Email 2:

We
just got off the phone with the franchise owner, who was absolutely
dumbfounded by this. He has told us that he will be terminating their
employment effective immediately. We suggested that he call them and
get a written statement from them, asking them to “explain” (to the
extent anyone can, really) their actions. We are also seeking legal
counsel to see what kind of action we can take against them for damage
to the brand.

You are welcome to use anything I’ve sent to you
in the past 24 hours. I do want to thank you for bringing this to our
attention…I just wish it hadn’t been posted so prominently on your web
site…while it was certainly fair game, it does hurt the company and the
thousands of people we employ in this country whether it’s intended or
not.

Regards,

Tim

Tim McIntyre
Vice President, Communications
Domino’s Pizza, LLC

도미노 동영상에 대한 도미노측의 공식 입장을 한번 꼼꼼하게 들여다 보자. 항상 이런 외국기업들의 위기관리 메시지들을 들여다보면 공통적인 포인트들을 반복적으로 발견하게 되는데…꼭 그들의 핵심 메시지에는 인간이 있다는 사실이다.

얼마전 미디어 트레이닝을 실시할 때도 트레이니들에게 항상 위기시에는 메시지에 ‘인간’에 대한 시각을 집어 넣으라는 코칭을 했었는데…이번 도미노 케이스에서도 영락 없이 인간이 중심이다.

성공하는 위기 커뮤니케이션에서 가장 핵심은 메시지에 인간을 집어 넣는 것이라고 본다. 인간과 인간의 커뮤니케이션이기 때문이겠다.