Summary: Crisis communications expert and President of Moore Communications Group, Terrie Ard, APR, CPRC, takes a hard look into the actions of CEO Oscar Munoz following the epic fail of United Airlines and explores ways they could have handled the issue that unfolded on flight 3411 and the aftermath.
Why it Matters: The leadership’s lack of empathy sunk any crisis mitigation that might have been in place. While it is important to act fast in a crisis, it is equally important to act right. The public will expect more than industry jargon or incentive excuses when crises arise. Tell the truth and be human.
Summary: Following the launch of their highly controversial commercial, Pepsi received backlash from all ends including Martin Luther King’s daughter which, in turn, caused the company to remove the ad and deliver a public apology.
Why it Matters: Newsjacking has its limits. Before piggybacking on the biggest news stories of the day, take some time to evaluate the risk reward of it offending the public. If you gamble wrong, you will spend your time apologizing instead of selling your product.
Summary: Frustrating ad campaign or sheer genius? Either way, Burger King has made its way into your home – specifically your Google Home – and whether you like it or not, it’s got everyone talking!
Why it Matters: Turns out people don’t like their personal assistants being hijacked. It also turns out that using an open source platform (like Wikipedia) as part of your marketing plan can backfire. Of course, if that was your plan all along – you’ve done more than succeed. We are sure Burger King’s Wikipedia page has never gotten so much attention.