Something bad happened to your company? Scandal occurring? Negative press from the traditional media outlets? Reputation damage? There’s always YouTube.
YouTube is becoming the communication channel of choice among senior executives during a time of crisis. CEOs, presidents and other important senior staff are using YouTube to go direct to their stakeholders while cutting out the (often negative) traditional media in the process.
The latest example is Toyota Motor Sales President & COO, Jim Lentz (see below) who is using YouTube to communicate with customers regarding the recent news of the the sticking pedals.
But Mr Lentz is not the first as you will see below.
Toyota Motor Sales President & COO, Jim Lentz
Founder and CEO of jetBlue Airways, David Neeleman. (No longer CEO)
After jetBlue customers suffered terrible conditions and waiting times at JFK Airport which was subsequently documented in the press, Neeleman used YouTube to make a public apology and to outline what the company intended to do.
President of Domino’s, Patrick Doyle
Basically: Two Domino’s Pizza staff uploaded a video to YouTube of themselves doing disgusting things to the fast food chain’s food. The video spread like wildfire and negative press ensued which caused president of Domino’s, Patrick Doyle, to upload his own video to YouTube to alert customers and other interested parties on the company’s reaction to the video and the steps it had taken.
CEO of Mattel, Bob Eckert
Mattel had to recall over 1 million Chinese-made toys because of potential hazards from parts of the toys which were colored using lead-based paint. It was found that the amount of lead in the paint exceeded US government limits. Bob Eckert looked to quash worries by posting this YouTube clip.
Notice one thing? They’re all American. Having spoke with many UK (and European) PR execs over the years about deploying such tactics I’ve found that the majority of PR people don’t think it would work as well in their respective countries. Personally, I think it depends.
Stephen is a communications consultant based out of the UK. You can connect with him on Twitter or check out his LinkedIn profile. | Email Stephen
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Mark Pack
I think Eurostar’s use of YouTube in a similar way in the UK after they had their stuck trains nightmare worked quite well in its own right – though because of the size of the problem that had already built up by the time of the YouTube release it was rather dwarfed by other factors.
Serge Cornelus
Depends on what?
Stephen
Depends on the CEO. Could I see Richard Branson doing something like this and people believing his sincerity? Yes. Could a camera-shy ex-accountant CEO with zero personality do the same? Probably not.
Caspar Nixon
Another example to add to the list:
Richard Brown of Eurostar – http://www.youtube.com/watch?v=6Jx5EdCEgT4
Max Tatton-Brown
I was going to say what an insincere and laughable effort the Toyota clip was due to the patronising “pleading” look on the chap’s face. Then I a quick Google Image Search made it clear that his eyebrows are always like that…