Posted by: B. Scott Anderson | November 19, 2013

Making the best of a bad situation

On the heels of our conversation last night about how FedEx used the spokesman to try to quell some of the damage done by the employee who threw the computer monitor over the fence before the video of it went viral, I mentioned a woman who quit her job by making a video and posting it on YouTube.

If you haven’t seen it yet, here’s the original video of Marina Shifrin that she posted on Sept. 28. It now has more than 16 million views.

Her former employers got it together pretty quickly and uploaded their own response on Oct. 1. The video is shot the same way that Marina did it, but they obviously put their own spin on it. Here’s the company’s response video, which now has more than 4 million views.

By just the number of views alone (especially compared to a huge company like FedEx), does it seem like the company handled such a public situation correctly? What could it have done better?


  1. I wonder how often legal trumps communications staff in managing crises… my guess is ALL THE TIME.

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