Oct 6, 2009
How One Man Fought Internet Rumors
One football weekend, business is going great with the usual 200 to 300 cases of chicken sold. Within days, barely 80 cases are used. What gives? A false rumor via the Internet - the kind of virus that attacks the 20-year upstanding reputation and cash flow of a small eatery renowned for its fried chicken wings and Chinese food.
Owner Tommy Nguyen fights the Internet. Photo courtesy of the Times-Picayune.
In this modern day David vs. Goliath scenario, Manchu restaurant owner Tommy Nguyen took several crisis management tactics that have helped turn around the inaccurate rumors of unsafe food. Among the steps taken include:
* Hung a large banner saying “Rumors Are Not True”
* Asked the Health Department and the Police Department’s Public Integrity Bureau for an investigation
* Requested an immediate inspection by the Health Department that resulted in an overall good report
* Bought broadcast and print ads to get out the facts, which led to a comprehensive media story
Nguyen’s experience with viral media illustrates the power of the Internet, an unmonitored medium that doesn’t involve fact checking. The situation also reinforces the need for all organizations to have a crisis management plan. In addition to the steps Nguyen took, what other crisis management tactics could help? And what are we, as public relations professionals, doing to ensure that our clients and organizations are prepared in today’s Internet world?
