Undercover Boss - Television PR

Undercover Boss – one of the newest shows on CBS this season – has elevated “Reality TV” to the next level. But what is different about this reality show? It is not set-up. Upper-management wants to dig deeper into his/her organization, goes undercover, and gets the real deal.

According to Mainstreet, “the show is like a public relations valentine for the companies participating…”

And that statement couldn’t be further from the truth. Instead of a public service announcement or paid advertisement, Undercover Boss has created an hour-long public relations campaign that reaches every television in America.

In this week’s episode, 7-Eleven CEO Joe DePinto leaves the boardroom to make coffee, clean bathrooms, and help with deliveries. In the end, 7-Eleven helps to advance the careers of the featured employees and even creates an organ donor campaign in honor of one of the employees battling kidney disease.

DePinto uncovered a dedicated workforce. But what will happen when the boss uncovers the opposite? Will that be aired? How will reputation and ethos be maintained?

Entertainment Weekly may have the answer to this question: “In keeping with the series’ mandate, however, the good, hard-working people shown out-numbered the inappropriate…”

Although not set-up, the show definitely depends on storyline. Negative incidents may occur, as was the case with Hooters CEO Coby Brooks, but it is the way in which upper-management handles the incidents in the public eye is what may or may not maintain the reputation and ethos of the company.

According to our classroom reading of Weber Shandwick, strategies for recovery in the face of crisis can include:

• Announcing Actions to Fix Problem
• Establishing an Early Warning System to Identify Emerging Threats/Opportunities
• Committing to Corporate Responsibility

In the event that one or more of the CEO’s face negativity or a potential crisis, let’s hope they are able to utilize one or more of the above strategies to maintain their reputation on American television, and continue to implement those changes after the cameras turn off.