If you missed it, it’s okay. The “news” that a customer was charged $24 for just a burger, fries, and a soft drink led to social media condemnations about “highway robbery” and out-of-control prices. But the “controversy” seems to have evaporated — in large part because Five Guys CEO Jerry Murrell didn’t say a thing.
Murrell and his communications team know what a lot of leaders do not: that while public opinion can be harsh, it also has a short attention span. Not every corporate crisis needs the CEO out in front for damage control - and, as Anheuser-Busch found out last year, sometimes saying more can make things worse.
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