2. Kenneth Cole Offends the World
The Story: In an effort to create a clever advertising campaign Kenneth Cole capitalized on globally trending topics (often around tragic situations) with tweets like this, sent out to his nearly 13,000 followers:
“Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available” (Image taken from Mashable)
The Repercussions: Facing an overwhelmingly negative response, Cole later apologized for making light of a bad situation.
Lesson Learned: It is never okay to base your advertising schemes off of unstable current events, they will blow up in your face and you will end up making a public apology like Mr. Cole. If something like this does happen the best way to handle it is to face the facts immediately. You were wrong and you must apologize as quickly as possible. Many times the press generated by a big mistake, coupled with a quick turn around, and truly remorseful apology will help build your company’s image back to what it was before the comment. History has shown that sometimes this technique even leads to a boost in public opinion of your brand. The worst thing that could happen is if you try to hide something from the public, or to act as though you were right. In these situations types of situations you can never be ‘too quick’ to apologize.
I do remember when KC's #Cairo tweet came out. It's rediculous that he continue's to lead his company to success through these disgusting tactics. As a pre-professional in public relations and advertising it is aggrivating to watch these negative tactics be successful as it only worsens the already "untrustworthy" view of the PR and AD professions.
ReplyDeleteThanks KC. While it may be "smart" to garnish more followers your comments are ethically wrong.
Great blog topic, I enjoyed your presentation as well.