- GOOD Public Relations examples
‘Not so sweet’ Dubai marriage proposal fail – a failed marriage proposal – in which the proposee smacks the proposer around the head with a ukulele has thankfully been revealed as a fake to promote Cadbury’s new ‘not so sweet’ campaign.
Disney characters projected onto White Cliffs of Dover in visual stunt – Q. what’s cooler than 80 foot tall Disney characters? A. NOTHING. A well-recycled stunt, but one that did a good job of promoting Disney’s new gaming ‘universe’.
Sharapova to change name to ‘Sugarpova’ throughout US Open in PR stunt to promote sweet line – Russian tennis player Maria Sharapova has asked to change her name throughout the US Open to promote her own brand of sweets. The fact she’d be referred to as Miss Sugarpova throughout by the umpires is smart, but also highlights the fact there’s no such thing as an original idea!
Rentokil launch pop-up ‘pestaurant’ serving pigeon burgers and edible insects – a grim stunt by pest control company Rentokil. Post by Ticketmaster’s PR manager Katie White.
’3 Minutes in Italy’ with San Pellegrino Robot – a brilliantly brilliant campaign enabling members of the public to become an Italian tourist through a two-way Dalek-esque robot.
Non-league Football Club Farnborough FC ‘sign’ Messi, Pele, Zidane and Maradona – the first of this week’s two namechange PR campaigns saw bookmaking cunning stuntsters Paddy Power save a football team from administration with a six figure sponsorship – whilst at the same time turning them into the ‘greatest football club in history’. Post by Twelve Thirty Eight’s Inderdeep Gill.
Zoopla offers to help Wayne Rooney move to Chelsea in reactive stunt – property website Zoopla parked a van outside Manchester United’s home ground asking striker Wayne Rooney – linked with a move to West London-based Chelsea – if he’s looking for a house there in a simple stunt that will have you déjà vuing all over the shop.
Enchanting panda invasion in Berlin for WWF – to celebrate its 50th anniversary and also raise public awareness of the endangered animal’s fragile situation, the WWF are touring Germany with 1,600 mini pandas – one for every panda now in existence.
Coca-Cola ‘Mini-me’ campaign offers fans 3D printed versions of themselves – members of the public were invited to the largest coke factory – sorry, Coca-Cola factory – in Israel, where they were scanned and printed to promote Coke’s new mini bottle range. If the post doesn’t convey it well enough, I LOVE 3D PRINTING.
The world’s first Twitter hotel – a hotel in Magaluf has opened as the world’s first Twitter-themed hotel, complete with a number of cool digital additions.
- BAD Public Relations examples
There’s nothing more motivating than a gun to the head. Or so it would seem in the Haverfordwest Tesco store. The Welsh branch of the supermarket used a picture of a man holding a gun to his head as part of an attempt to boost morale amongst its staff, suggesting that suicide isn’t necessary after a bad trading week.
One employee took a picture of the poster on the notice board and complained. Mental health charities have objected and the employee responsible for the ill-judged poster has apologised. It comes just a few weeks after Tesco had to remove a ‘Psycho Ward’ costume from its fancy dress range too. Bad PR to you Tesco.
Another example.During one of the presidential debates, KitchenAid tweeted to its 24,000 fans that “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’. #nbcpolitics”. KitchenAid immediately deleted the quote and tweeted an apology.
A spokesperson said that “The tasteless joke in no way represents our values at KitchenAid, and that person won’t be tweeting for us anymore.”
People were outraged when American Apparel used Hurricane Sandy — a storm that killed over 100 people and initially left 8 million without power — as an excuse to sell merchandise.
The retailer were offered a 20 percent off sale if they typed “SANDYSALE” in the online checkout “in case you’re bored during the storm.” American Apparel decided to ignore the PR disaster and didn’t apologize.Gap, on the other hand, also did a Sandy sale and then tweeted apologies for offending people.
Hours after the nation learned about the tragic Aurora shooting that left 12 people dead at a late night showing of “The Dark Night Rises,” American Rifleman, a magazine for the NRA, tweeted: “Good morning, shooters. Happy Friday! Weekend plans?”The tweet went up at 9:20 am EST and was taken down three hours later.
A spokesman for the NRA stated, “A single individual, unaware of events in Colorado, tweeted a comment that is being completely taken out of context.”PR lesson: be careful with pre-scheduled tweets.
One more bad PR example. When Apple banished Google Maps from the iPhone in September, consumers were concerned. Apple’s own maps app turned out to be riddled with errors, and didn’t even include public transportation mapping.
CEO Tim Cook had to issue a public apology, conceding that the maps “fell short” before suggesting users download competitors’ products from the Apps store. Cook specifically called out Bing, MapQuest, or going to Nokia and Google’s website. The product manager who oversaw the maps team was fired months later.
In July, a Burger King employee thought that it would be a fun idea to post pictures on 4Chan of him standing (shoes on) in two large tubs of lettuce. The caption read: “This is the lettuce you eat at Burger King.”Within minutes, other 4Chan members tracked down the culprit.
Burger King addressed the PR disaster in a public statement regarding the chain’s “zero-tolerance policy against any violations such as the one in question” and fired three employees for the incident.
Penn State assistant football coach Jerry Sandusky was charged and later convicted of repeated counts of child molestation while at Penn State.
Although the scandal was unveiled in 2011, the university felt the full fallout in 2012 when the Freeh report stated that Joe Paterno and the administration covered up Sandusky’s abuses, Major companies pulled sponsorships of the program.
Part of the PR disaster was due to Penn State’s initial difficulty addressing the problem. Pulitzer-winning stories in The Patriot-News of Harrisburg initially uncovered the scandal in March 2011. But Penn State remained tightlipped. PR firm Ketchum was hired in November of 2011, and the school hired Edelman and La Torre for crisis management in April 2012. The school pledged to spend $208,000 a month for 12 months on PR support, but the damage was done.