A Teachable Twitter Moment, Courtesy of the Baldwins and Their Tormentors

Did she or didn't she? That is, did Alec Baldwin's wife Hilaria Baldwin tweet about "amazing recipes," wedding anniversary presents and her appearance on the "Rachael Ray Show" while sitting at the Cathedral Church of St. John the Divine in New York during actor James Gandolfini's funeral service on July 27?

According to an article published by the U.K.'s Daily Mail, that's exactly what she did, which led to an obscenity laced, threatening tirade on Twitter from Alec Baldwin directed at the Daily Mail reporter who wrote the article. Baldwin's Twitter account has since been disabled.

Alec Baldwin, in his tweets, denied that his wife used her phone while at the funeral, according to the Guardian and CNN, and the Daily Mail itself reported that the Baldwins may have left the funeral early and Hilaria may have tweeted from her car.

PR News does not have the forensic capabilities to determine if Hilaria Baldwin tweeted niceties while at the funeral, and we don't want to be hunted down on the streets of New York by her husband. We will say that the Daily Mail, in its scandal-sheet fashion, did all brands a favor by reminding them of the importance of context in social media.

In their tendency toward over-sharing and relentless promotion, individual and corporate brands can easily turn a blind eye to the current news cycle or even to a crisis brewing internally, and consequently come across as insensitive and tone deaf. Most important, during a large-scale tragedy, scheduled posts must be shut down.

If you're interested in learning more about Twitter etiquette and best practices, particularly during a crisis, Dallas Lawrence of Mattel, Inc., will be leading an interactive crisis management clinic at PR News' Next Practices Annual Conference on Aug. 6 in San Francisco.

Follow Steve Goldstein: @SGoldsteinAI

Comments Off


About Steve Goldstein

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.