When a crisis emerges it is important for brands to learn from the experience. Effective public relations is the key for brands to manage crisis situations and successfully emerge from them. Domino’s pizza is a great example of this. In 2009 a Dominos employees posted a disgusting video about the company that went viral. Dominos got out in front of the video with a complete rebranding. The company spent months doing market research, getting feedback from surveys and focus groups. From this they created “The Pizza Turnaround” campaign to market their new pizza. Dominos answered their critics and reinvented their pizza. From the campaign Dominos improved their customer relationship and increased revenue and profits.
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