vendredi 2 mars 2007
Quand des rats mettent à plat la réputation de KFC !
C'est un cas très intéressant de gestion de crise et de gestion de la réputation. Je vous invite d'abord à regarder la video :
Après la séance video, place aux commentaires. Certes l'affaire fera a une de plusieurs journaux, blogs et autres médias, et un effet boule de neige suivra sûrement. Quid alors de l'impact sur l'image de KFC qui est au centre de l'affaire ? Là, avec ces éléments probants, il faut jouer la carte de la totale transparence, sinon ca sera les marécages : on lève un pied, on enfonce le 2ème !!! Mais j'ai bien apprécié aussi les recommandations de Mike Paul, The Reputation Doctor. Nicolas, qu'est ce que t'en penses ?
"A humble apology is the only way to handle rats scampering around on tape within your restaurant.
When the world sees rats on tape in your restaurant, there is no
denying it. Spin never works and it should not be used here. A humble
apology is the best first step with no "ifs" or "buts" in your
statement.
Be
willing to invite TV news crews back at night after the problems have
been permanently addressed to publicly record all the positive changes.
The visual of rats scampering around in a restaurant is difficult to
remove from our minds, especially for current or former customers. The
only way to win back customers for the long run is to turn your
restaurant into the cleanest restaurant in NYC. Develop new cleaning
policies and hold all employees accountable, including management. Also
clog up all holes permanently so rats and mice never return and allow
all of your changes to the restaurant to be transparent and
communicated to customers through the media to win back trust.
Trying
to isolate the problem to the local restaurant chain in NYC will not
stop national reporters and restaurant analysts from questioning Yum
Brands CEO David C. Novak about the rat infestation in NYC.
Yum Brands' CEO needs to be very supportive of his local restaurant
chains. The corporation needs to continue to communication that the rat
infestation was unacceptable, but he also needs to offer the local
restaurant help from the corporate level because both brands are in the
crisis. Also don’t allow the legal department to lead the charge. This
is a reputation crisis and seasoned public relations counselors are the
experts in the court of public opinion and must lead. Yum Brands needs
to openly, actively and transparently communicate how they are helping
these troubled restaurants at the local level and give a weekly update
on progress being made during the next 30 days or more in NYC."