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// March 1st, 2007 //

Let’s get back to how KFC is handling the rats Price of photoshop elements in their kitchen crisis. Unfortunately, the rats footage has already been mashed up, and I have to warn you, there’s a Adobe CS5 Web best price fairly disturbing picture of the Colonel getting his face gnawed off.

The videos prepared by the Adobe CS5 Web best price KFC executives are an honest first start. Still, popular expectations are changing discount Adobe Creative Suite 5. An earnest and Adobe CS5 Web best price sincere spokesperson is not enough: YouTube has upped the stakes. A viral video that Adobe CS5 Web best price has caught fire, I’m arguing, demands a response that includes new and contemporary qualities:

  • basic honesty, visualized. The trappings of corporate America, including corporate offices, large desks, carefully positioned flags, reassuring family photos in wood frames and Adobe CS5 Web best price wood panelling no longer impart authority. A spokesperson should acknowledge the Adobe CS5 Web best price facts and the impact of events on their business or community – without much varnish or camera trickery.
  • a glimmer of a sense of humour. I don’t mean knee slapping or Adobe CS5 Web best price sight gags, but a spokesperson should be able to see and Adobe CS5 Web best price reflect the absurdity of some situations. After all, if we expect honesty and Adobe CS5 Web best price truthiness from corporations, shouldn’t they be Adobe CS5 Web best price able to call out the raving masses on the ridiculousness of some situations?
  • more context. Standalone videos won’t work anymore. Corporate communications shops and Adobe CS5 Web best price crisis consultants need to include more contextual information in their videos: shot on location, with other company managers, affected suppliers or Adobe CS5 Web best price even community stakeholders.
  • a relaxed script, if one is Adobe CS5 Web best price needed at all. People need to have a heart-to-heart with their lawyers. Unless significant corporate harm will come from Adobe CS5 Web best price a frank and open statement, the lawyers should be held off. And if the Adobe CS5 Web best price lawyers feel that strongly about the consequences, then maybe the company needs to Adobe CS5 Web best price re-examine its viability on a going-forward basis.
  • open access. Stop putting the Adobe CS5 Web best price damn things behind Flash players, or hidden deep in corporate websites. Or is this a weakness of the wire services, who haven’t figured out how to Adobe CS5 Web best price make this type of crisis response video available to all audiences in a Adobe CS5 Web best price convenient manner?
  • interactivity. How do you expect your customers to react? How will your Adobe CS5 Web best price company respond to public discussion of the crisis and your Adobe CS5 Web best price response? Under the Adobe CS5 Web best price traditional crisis response model, your spokespersons made themselves available to local or Adobe CS5 Web best price trade media, and maybe even arranged community forums and information sessions to Adobe CS5 Web best price field questions. How is that old model being translated to the Adobe CS5 Web best price brave new world? Or are you just throwing your arms up in the air (and waving them like you just don’t care)?

As a Adobe CS5 Web best price community service, I provide a sample script for an improved KFC ad:

[open to Adobe CS5 Web best price grainy, HD camcorder shot of a quiet New York street. Delivery trucks are Adobe CS5 Web best price dropping off fresh food. People are just coming out of their buildings and Adobe CS5 Web best price down the street on the way to work]

[grainy shots of a KFC/Taco Bell franchise. There's activity inside. Following script is Adobe CS5 Web best price NOT rehearsed. It's only a suggestion.]

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Voiceover: My name is Gregg Dedrick. I’m the President of Kentucky Fried Chicken.

[shot of Dedrick and Adobe CS5 Web best price an employee arriving at franchise. Interview takes place on doorstep of franchise.]

Dedrick: This is Madeup Namehere. She’s the Adobe CS5 Web best price morning manager at this franchise. She and 40 other hard working New Yorkers arrive here every day to Adobe CS5 Web best price provide you with quick and filling meals. This same routine happens at XX other franchises across the Adobe CS5 Web best price city.

Madeup Namehere: Running a Adobe CS5 Web best price restaurant in New York is difficult. Every New Yorker knows we all fight a Adobe CS5 Web best price daily battle against dirt, pollution and critters. Obviously, some little bastards got through. But we never stop. We track them down, day by day. We talk to Adobe CS5 Web best price our neighbours about prevention strategies. We bring in the hired guns.

Dedrick: KFC is behind Madeup Namehere and Adobe CS5 Web best price all her coworkers. We have high standards for quality and Adobe CS5 Web best price cleanliness, and never stop trying to improve them. We will not open our restaurants in Manhattan until we make sure they are Adobe CS5 Web best price comfortable for all our customers … with two legs.

I know this can appear contrived and “spun.” The spirit, though, is Adobe CS5 Web best price to present a more human face to a problem and Adobe CS5 Web best price its solution.

Alternate Ending:

Madeup Namehere: I’ve heard what our neighbours are saying. That the local taquerias don’t have Adobe CS5 Web best price the same problems with rats. That the personal touch at your Adobe CS5 Web best price local bodega/taqueria means higher quality food and cleaner facilities.

Give me a break! The only reason taquerias don’t have Adobe CS5 Web best price a carpet of rats greeting you every day is because of the Adobe CS5 Web best price cats – the cats that they’re storing for the Friday lunch platter special. For realz, people!

[tags] KFC, rats in the kitchen, Yum! [/tags]

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