You need to show appropriate empathy, while quickly moving in to investigate," says Bernstein. "You should also point out why it's just about impossible for something like this to happen." Another PR tactic, Bernstein suggests, is to explain that many cases of so-called tainted food take quite a different turn once investigations get underway. (He also thinks it would have been smart for Wendy's outlets to step up the two-for-one or freebie offers right after the finger story hit the news. Free milkshakes weren't offered until after Ayala had been arrested.)
An April 22 New York Times story showed the company's backroom PR strategy in a generally positive light. Wendy's senior VP of communications, Denny Lynch, was featured in the piece as the busy coordinator of a multi-pronged effort to communicate with police, health inspectors, the media and the public.