When back
in 2002, Abercrombie & Fitch introduced a line of thong underwear for young
girls of age 10-14 and a line of T-shirts featuring Asian caricatures it failed
to predict the trouble, the insults, and the boycotts that they would have
caused. Part of their ineffective and wrongly
approached PR campaign was to publicly state that the Asian caricature T-shirts
would assumingly be liked by Asians and that the girls’ thongs would be cheerful
and cute, just like the potential consumers…
When involved
in a socially irresponsible move, strategy or product launch, your immediate
action should be to publicly admit your faults through an appropriate PR
campaign, instead of coming up with unprofessional, selfish and damaging to
your image comments.
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