As I tweeted on Friday morning [4 Feb. 2011] >>
… this news story is important for all the people professionally occupied with communications. And I am sure you heard about it.
The unethical tweet sent from the Kenneth Cole Twitter account provoked lots of reactions among the PR community all around the world.
What are the lessons we can learn from this bitter PR move:
- Only a single tweet is powerful enough to arouse negative associations connected with your brand.
- Ethics are important aspect in the PR work and should be respected and observed.
- Do not underestimate your social media presence and actions.
- Work on your corporate social media strategy and consider some ethical guidelines. Do not allow only interns to be involved in it.
When scandals burst out it’s essential to hear experts’ analysis and thoughts on the subject.
Hence, I’ve gathered some of the best articles on the topic written by famous and trusted names in the industry. I recommend you to take a look at them because they sum up the best reasons why this case is the perfect lesson on ‘how-not-to’ in PR and social media.
- ‘Public relations is meant to build awareness that drives sales. It is not meant to build awareness for the sake of people saying your name’, explains Gini Dietrich in her thoughtful article ‘Kenneth Cole Demonstrates How Not To Use Twitter‘.
- Danny Brown questioned the sense behind the decision to take advantage of tragic or upsetting situations.
- Olivier Blanchard thanked Kenneth Cole for showing every brand on the planet exactly what not to do on Twitter.
- Last but not least, Kyle Lacy shared his opinion on does negative PR really hurt brands.
It would be interesting to hear also your opinion as well.
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