Now that’s how you respond to a PR fiasco

PR Squared has just shown us the smart way to respond to a PR fiasco: be upfront, be available, tell the unvarnished facts without undue emphasis on blame, and do it right away:

… the client was obsessed with TechCrunch. Without consulting their SHIFT team, the company’s founder left a critical comment at TechCrunch. The client basically questioned Arrington’s integrity. This comment got picked up by ValleyWag. Which got picked up by Digg. Which led to Mr. Arrington posting at-length in defense of his integrity.

I don’t know if PR Squared fired their client or if things are going to work out, but they’ve done the right thing.

Agencies need to realize that their business is bigger than any one client. That their reputation is what will get them business in the future. And that having the wrong clients (who do the wrong things) can seriously impact their ability to get new clients … who don’t want to be associated with the smell of poorly thought-out, short-term, and ethically-challenged PR tactics.

How much better is this response than Edelman’s response to the recent Wal-Mart kafuffle?

Light-years.

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Update:

Here’s Arrington’s post on PR Squared’s post. The best thing about social media is that we can make mistakes, apologize, and get along with each other afterward. Congrats all around.

[tags] pr, marketing, techcrunch, pr squared, fiasco, john koetsier [/tags]

 


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2 CommentsLeave a comment

  • That is always the best response. Mostly, “mea culpa” is fine, but in the world of Edelman, TechCrunch, or John Kerry, a noble “mea maxima culpa” from the highest level is always the best way. Then roll with it with your head high and a stiff upper lip.