Public Relations & Social Marketing Insight
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Apple's Charger Take-Back Is a Model for Ongoing Brand Engagement - Ad Age Mobile

Apple's Charger Take-Back Is a Model for Ongoing Brand Engagement - Ad Age Mobile | Public Relations & Social Marketing Insight | Scoop.it
From m.adage.com - August 13, 2013 10:03 AM

Apple's deal to take back non-brand phone chargers is not only brilliant crisis PR, it's a model for engaging consumers.


Apple has asked customers to trade third-party USB power adapters for a nearly half-off discount on its branded accessory. This comes after a Chinese flight attendant was reportedly electrocuted last month while using an iPhone as it was charging. The take-back program has been hailed as a brilliant PR move to defend Apple's brand, because it shifts blame to a charger unsanctioned by the company, though investigators haven't confirmed that conclusion.


There's a bigger idea here, though, that makes this program a model for brand engagement overall....

Jeff Domansky's insight:

I'm not sure I'd call this brilliant "PR" but it's definitely smart guerrilla marketing or maybe brandjacking would better describe it? It is a very interesting and useful reminder of a response or real-time.

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Social Tragic-ology: How Brands Learn to Be Part of Real News | Search Engine Watch

Social Tragic-ology: How Brands Learn to Be Part of Real News | Search Engine Watch | Public Relations & Social Marketing Insight | Scoop.it
From searchenginewatch.com - April 17, 2013 9:41 AM

In the wake of Monday's Boston Marathon bombings, it's apparent that we need to continue the conversation about how people and brands communicate during times of tragedy and crisis. Here are some social dos and don'ts to help prepare for a tragedy....

 

Let’s face it, social media isn't always in the hands of accredited public relations professionals with years of crisis management experience on their resume. Does your community manager know the answers to these questions? Chances are if they don’t then neither does the organization:

- Do we comment when there is a natural disaster or national tragedy? If so, what does that sound like?

- Cease all scheduled or planned content for X period of time.

- Check ad schedule and pull content promotion or campaigns for X amount of time....

Jeff Domansky's insight:

the bottom line is: watch out for marketing mishaps when a tragedy happens. Particularly, don't mix marketing and tragedy. 

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