Crisis Communications
PR Strategies to Build a Resilient Brand — How Domino's, Tylenol, and JetBlue Survived Their Defining Crises
Resilient brands are built before the crisis, not after. Domino's 2009 YouTube response. Tylenol's 1982 cyanide recall under James Burke. JetBlue's 2007 Valentine's Day stranding apology. Three canonical crisis-recovery PR case studies and the doctrines that survived.