By now you’ve seen the video of the FedEx deliveryman tossing a computer monitor over a fence.
In response the Memphis-based company has unleased its PR machine in an effort to soften the blow
The company has posted an apology in a prominent spot on its website, Senior VP Matthew Thornton has a written and video apology on his blog, and the company has responded to numerous media requests for interviews.
The company is doing the right thing by responding quickly, but erasing the unfavorable video image from the public’s mind won’t be easy. One version of the YouTube video of the computer toss had been viewed nearly 758,000 times in less than two days. A Yahoo search of “FedEx delivery over fence” yielded 874,000 results.
That’s a lot of bad PR.