Here, McIntyre, a PRSA member, tells Domino’s side of the story and takes us through the step-by-step process of the crisis — from his initial reactions to the videos to the way that Domino’s implemented its crisis communication plan. He also speaks of the media’s criticism of Domino’s during the first 24 hours, provides advice to others who may find themselves in similar situations and explains what he learned about crisis management and social media from this experience. - Åsa Johan