The JetBlue Apology

Here's a great example of how to use the Web to manage a crisis. JetBlue had a problem. They issued an apology through YouTube. It worked:

• Because the apology comes across as genuine
• Direct to you from the CEO
• Who seems like a normal human, not a PR guy

And poof! The choice of YouTube as a distribution channel ensures:

• They get street cred for being Web-savvy
• They don't come across as issuing an ad, as they might in a branded space
• They get coverage in the blogosphere.
• Customers can react publicly and engage in the conversation.

Read through the comment thread on the YouTube video. The first commenter addresses the CEO by first name. That alone should be an indication of the power of choosing the right venue and the right medium to connect with customers.