The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled a weekly assessment, published Fridays, with staff members providing their choices of the most notable, good or bad. We hope these brief examples will provide a learning experience about what works and things to avoid during this difficult moment.
There was good news and bad news this past weekend. The good news is that most people are heeding health best practices that communicators are broadcasting in a variety of ways (hand washing, distancing, remaining home etc). Unfortunately, a significant number of people in globally are ignoring these health communications. Assigning blame is not the issue. Getting nearly universal acceptance is.
As many others are doing, members of the book industry have stepped up during the coronavirus crisis. Here are examples of how authors are working with PR pros to offer solace to a variety of groups during these difficult times.
One silver lining during the COVID-19 period is that some brands, organizations and individuals are attempting to offset the difficulties with acts of kindness. In an article published March 13, 2020, PRNEWS editor Seth Arenstein described and listed early examples of this. Since that time, PRNEWS decided to extend the list periodically with additional examples of noteworthy activities.
In a wide-ranging address during day 2 of PRNEWS’ Crisis and Measurement Summit in Miami, political strategist Ana Navarro had positive and negative things to say about social media. In the end, though, she believes PR pros have a difficult but important mission to promote truth in messaging. “Don’t give up on the facts,” she said.
Last week the still-profitable brand Victoria’s Secret (VS) was sold. Could this be part of the brand’s attempt to recover its reputation? Is the sale a way of signaling VS is ready to make a significant change in its products and messaging? From a PR, crisis and reputation perspective, will it be too little too late? Can VS come back from its low point and convince customers that it’s a label for women with various body types?
It can be a dirty business defending criminals. Whatever you might think of those who represent Harvey Weinstein in court, you have to admit his lead attorney, Donna Rotunno, is, for the most part, using earned media tactics well. Her PR goal seems to be building name recognition in anticipation of future #MeToo clients.
For several years, marketers and communicators have feared the damage done to the brands and public figures they represent via the propagation of “deepfakes,” videos and photos that use the assistance of machine learning technology to replace faces and objects with false, but realistic, images. As fake news and misinformation continue to plague online discourse, Facebook says it has taken a significant step to deter the spread of doctored video and photos.
Away continues to experience a public failure that undermines its stated values as a community-focused global travel brand. It’s painfully clear that the luggage company’s senior leadership, especially its co-chief executive Steph Korey, needs a lesson in reputation management.