Crisis Communication Wins and Fails | Page 4-10 | Viral In Nature Social Media Agency

In 2007, a KFC was infested with rats. Worst yet, KFC settled for the typical press release to respond in which they claimed that this was an "isolated incident" and that the "restaurant has been closed and will not be reopened until it has been sanitized".

This story went viral in nature and thanks to YouTube the whole world heard this story. This restaurant was later closed indefinitely.



The Red Cross's Social Media Manager meant to send this tweet from their personal Twitter profile, not from the @RedCross account.

Like Dominos, however, the Red Cross did a great job of owning up to the mistake, and even poked fun out of themselves in a later tweet.

Mistakes like this happen. The Red Cross did everything right and for that reason I'm putting them in the Epic Win category. Good recovery Red Cross.

Check your hashtags before you use them! Celeb Boutique tweeted this because they saw “Aurora” trending. It was trending because of the Aurora shooting.

To make matters worse they did a terrible job of apologizing playing the blame game in this statement:

“We didn’t check what the trend was about hence the confusion, again we do apologise. We are incredibly sorry for our tweet about Aurora. Our PR is NOT US based and had not checked the reason for the trend; at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic. We have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused. This was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. – CB””

The whole ‘apology’ just stinks of the blame game too much and their most sincere apologies were only for the ‘tweet’ and the ‘situation’. What's worse, the tweet or the horrible PR?


This tweet from the NRA sent a few hours after the Aurora shooting. It can happen very easily, no one can be expected to be up to date by the hour on world or national news. You would need to delete a tweet like this right away and depending on the impact, issue an apology to those tweets directed back at you.

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