Bad publicity is just bad publicity. Tiger Woods sits front and centre in this category. The once-untouchable golf great has seen his public image dragged through the mud since his numerous extramarital affairs were brought to light in 2009. As a result of his public humiliation, many of Tiger’s lucrative endorsement contracts with big companies have been cancelled. The parade of affairs have thrown qualities associated with Tiger – excellence, commitment, skill – into a dubious light.
Taking responsibility for your actions is the way to go. Carmaker Toyota has been taking up prime newspaper space of late due to its widespread car recalls. For a brand long associated with quality and efficiency, this situation is likely to be new territory for the company. However, Toyota sent a top American executive to be interviewed on the Today Show, acknowledging the scope of the crisis as well as keeping consumers informed.
Everyone is your audience. Toronto’s besieged transit system learned this lesson the hard way, after two employees were caught on camera taking some downtime away from their jobs. The impromptu images were widely circulated, causing much embarrassment for the TTC and unleashing a firestorm of criticism from Torontonians. Apparently, in today’s digital world, everyone is your audience.
Social media will magnify weaknesses. When I watched TTC chairman Adam Giambrone’s YouTube video announcing his candidacy for mayorship via a “Rocky” sequence, I thought he looked ridiculous. His performance was lackluster and the production was poor. I don’t think he impressed very many voters with that and what’s worse; it did a good job of showcasing his youth (also frequently associated with inexperience). Goes to show you that social media PR is not for everyone.
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