Bound Volume Number
IX
Degree Type
Honors Capstone Project
Date of Submission
Spring 5-5-2015
Capstone Advisor
Prof. William Jasso
Honors Reader
Prof. Donna Stein
Capstone Major
Public Relations
Capstone College
Public Communications
Audio/Visual Component
no
Keywords
Dominos' Pizza
Capstone Prize Winner
no
Won Capstone Funding
no
Honors Categories
Professional
Subject Categories
Advertising and Promotion Management
Abstract
By the end of the 2000s, Domino’s Pizza Inc. was facing decreasing sales and a dwindling stock price, as consumers were frequently disappointed in the quality of the chain’s food. In April 2009, the pizza giant was faced with a sudden crisis when a YouTube video surfaced showing employees contaminating food with bodily functions.
This study will focus on the events following the crisis. Specifically, the study will examine Dominos’ unique pivot towards a transparent communications strategy in hopes of revitalizing its business model and its share price.
The methodology used to explore Domino’s new communications approach includes an in-depth examination of Domino’s communications and advertisements. Further research included heavy analysis of media publications and analyst recommendations surrounding the company.
The analysis will argue that Domino’s used an innovative communications strategy centered on transparency and honesty to revitalize its business. Additionally, this study will argue that the company’s approach fully aligns with the Page Principles, seven key guidelines for public relations professionals.
Ultimately, Domino’s multi-step approach will be considered a model for future crisis communications efforts. The campaigns have resulted in a 13 times return for Domino’s share price over the past seven years and have led to the company being named the World’s Top Pizza Chain by Business Insider.
Recommended Citation
Warren, Rebecca Leigh, "The Role of Investor Relations in Crisis Communications" (2015). Honors Capstone Projects - All. 902.
https://surface.syr.edu/honors_capstone/902
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