When the video of a deliveryman tossing a fragile package over a gate went viral at the end of last year, FedEx didn’t recoil – it responded. Giving a great example of how to overturn a PR disaster.

Rather than ignore the unfortunate incident, Matthew Thornton, III, senior VP of FedEx Express U.S. Operations, released a blog post and YouTube video of his own expressing his personal disappointment and embarrassment before explaining what the company has done for the customer since and the steps they are taking to avoid such incidents in the future.

To watch both videos, read the full story on PRDaily >