Here's some stuff that didn't make it into the print/online version.
Sherri Daye Scott, editor of QSR, a trade magazine for quick serve executives and operators, spoke to Erica Iacono:
“I think it’s going to be one of those urban legends, which is unfortunate. Even if you’re in Boise [you’ll hear] ‘they have rats at Taco Bell.’”
“Corporations have gotten so centralized—there’s only one voice for the brand— which means that operators elsewhere could not speak for themselves.”
She said it would have been beneficial if the operator of the restaurant in Manhattan could have spoken to the media for him/herself. Likewise it could have helped to even have had operators of stores in other states assuring the public that this was an isolated incident and did not occur in their specific restaurants.
“It is a great brand as far as their menu and their marketing and advertising. It’s unfortunate.”
Additionally - Celeste Altus spoke to Steve Spurgeon , Porter Novelli MD, about how online destinations like YouTube can propel a local story to a national one very quickly.
"I do think it is interesting… consumer [selected] content, whether others think its blown out of proportion, it is what people want to know about,” said Spurgeon. "We [PR and the media] can make all the priorities we want, but people decide what they want to see. It’s a really horizontal influence, it’s going from person-to-person because it taps a vein of interest. There is no other way to explain why we want to know where Anna Nicole’s body is! There is no way of saying it’s right or its wrong. It truly the most egalitarian way of presenting stories."