The PR field has perhaps undergone more transformation in the past five years than in the previous two or three decades. Changes in the way content is produced, distributed and consumed have had a dramatic affect on marketing communications, from mobile to social media. But there may be an even more profound change afoot.
The events that transpired early on Saturday morning involving a Wal-Mart truck and comedian Tracey Morgan certainly won’t help the retailer’s embattled image.
When celebrities apologize for bad behavior or hateful language, sometimes it seems like they’re more sorry for getting caught. Not so Jonah Hill. Last weekend, Hill was caught video using a gay slur
directed at a paparazzo, and on Tuesday the actor went on “The Tonight Show” to face the music head-on.
The goal of any good crisis-communications plan is to find the balance between being authentic and taking responsibility if appropriate, and not being seen as the perpetrator of the crisis.
Whether they are social media trolls looking to start trouble or people with a legitimate gripe about your products and/or services, PR managers need (in most cases) to address detractors in a dignified way, one way or another.
By deflecting blame, calling out Magic Johnson and making a spectacle of himself by weeping at times, Sterling did nothing to help rebuild his reputation.