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'SNL' herontwerp Pepsi se Kendall Jenner -advertensie

'SNL' herontwerp Pepsi se Kendall Jenner -advertensie



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Die skets toon 'enkelvoudige visie' van 'n skrywer en regisseur vir 'soos, die beste advertensie ooit'

Die Pepsi-advertensie is wyd gekritiseer omdat dit 'toondoof' was.

Verlede week trek Pepsi sy kop uit omstrede Kendall Jenner -advertensie kort na sy debuut, nadat hy wydverspreide kritiek ondervind het dat die plek 'n betoging trivialiseer het wat herinner aan 'Black Lives Matter' ter wille van die verkoop van koeldrank. Baie verbruikers het waarskynlik gewonder "Waaraan dink hulle?" - en natuurlik, Saturday Night Live kom met 'n skit om dieselfde vraag te vra.

In die bedrogspul, die rolprentlid Beck Bennett speel die regisseur van die plek en deel sy visioenêre idee met sy suster, 'n man met die naam Doug, en 'n buurman, wat almal uiteindelik dieselfde terugvoer gee oor sy 'hulde' aan die 'Black Lives Matter' -beweging : “Moenie eers daaraan raak nie. Dit sal kranksinnig wees om daaraan te raak. ” Die skit eindig met die rolverdeling Cecily Strong terwyl Kendall Jenner haar sleepwa verlaat om die advertensie te skiet.

'Ek is op die stel van my Pepsi -advertensie', vertel Strong (soos Jenner) aan 'n vriend aan die telefoon. 'Ek keer dat die polisie swart mense skiet deur vir hulle 'n Pepsi te gee. Ek weet, dit is oulik, reg? ”


'Wat 'n week van perfek vermybare gaffes': hoe Pepsi, United Airlines, Sean Spicer die punt gemis het

Pepsi het dit nog nie so erg gehad sedert dit Michael Jackson verbrand het nie. Maar toe die onderneming haastig 'n advertensie met 'n swak smaak trek, blyk dit net die begin van 'n nagmerrie te wees vir openbare betrekkinge wat in die Withuis geëindig het.

In die uitval het kenners van bemarking en 'krisiskommunikasie' die openbare galery opgedaag om streng kritiek te lewer op die onverstandige Pepsi Kendall Jenner 'protester' -video, die United Airlines reageer op 'n passasier wat uit sy stoel gesleep word en perssekretaris van die Withuis, Sean Spicer ses miljoen Jode wat vermoor is, geïgnoreer toe hy gesê het dat selfs die Nazi's nie chemiese wapens gebruik het toe hulle oor Sirië gepraat het nie.

Die verstommende gaffes is gevolg, veral van United en Spicer, deur mislukte reaksies, van struikelblokregverdiging tot ongemaklike verskonings.

'Wat 'n week van heeltemal vermybare gaffes,' het Courtney Lukitsch, wat Gotham PR in New York bestuur, aan die Guardian gesê. 'Hulle het almal die PR -reëls vir beginners verbreek: wees altyd 10 tree voor, moenie iets sê wat u nie wil uitsaai nie, maak seker dat u die emosionele intelligensie het om te verstaan ​​hoe u gehoor voel en neem in 'n krisis verantwoordelikheid . ”

Memes en grappies het op sosiale media en laataand -geselsprogramme en Saturday Night Live verskyn, wat reeds 'n treffer met Melissa McCarthy gehad het.

Pepsi erken dat hy 'die punt gemis' het nadat woede aanlyn ontstaan ​​het oor beelde waarin die beroemdheid Kendall Jenner 'n modelleuse protesteerder voorstel wat op 'n wonderbaarlike wyse spanning kalmeer tydens 'n rassedifferensiële demonstrasie deur 'n polisieman 'n blikkie Pepsi te gee. Die advertensie het vir al die verkeerde redes viral geword, omring as toondoof en die Pepsi -handelsmerk verskroei op 'n skaal wat herinner aan die debakel in 1984 toe Jackson se hare in vlamme uitgebars het tydens die verfilming van 'n ander van sy advertensies.

Ed Zitron, eienaar van EZPR en skrywer van This is How You Pitch: How to Kick Ass in Your First years of PR, het gesê Pepsi het die nasleep van die fout beter hanteer as die ander twee partye, want dit het die advertensie vinnig getrek en verantwoordelikheid geneem . 'Maar dit is verstommend dat die advertensie glad nie gemaak is nie. Deur hoeveel lae gesag het hierdie idee gegaan? ” vra hy.

Ted Birkhahn, president van Peppercomm, 'n PR- en krisiskommunikasiefirma met kantore in New York, Londen en San Francisco, het skerp gesê dat die herstel van die episode 'die' Pepsi -uitdaging 'vir die onderneming herdefinieer' - 'n verwysing na 'n suksesvolle Pepsi -veldtog van die verlede. 'Hulle het die jong gehoor wat hulle probeer teiken, verkeerd verstaan,' het hy gesê.

Lukitsch blameer die 'opvallende fout' dat die onderneming probeer om 'op die wa te spring' van hedendaagse protesbewegings soos Black Lives Matter en weerstand teen president Donald Trump - en 'n verkeerde beoordeling het.

Sy blameer die onderneming omdat sy nie heeltemal verstaan ​​het wat in die werklike wêreld buite kantoorure aangaan nie en die beroemde Jenner gekies het om die hoofrolspeler te speel wat die polisieman 'n koeldrank gee. 'Sy is nie iemand wat 'n aktivis is nie; sy is in hierdie seldsame Kardashian -wêreld, so daar was geen egtheid nie,' het sy gesê.

Birkhahn het gesê dat baie ondernemings steeds nie vinnig reageer op gebeurtenisse wat via sosiale media versprei word nie. 'Hulle moet alle kanale 24/7 monitor' en binne 'n uur of twee effektief kan reageer, het hy gesê.

Terwyl Pepsi nog besig was om te krap, het United Airlines dit uit die nuus gehaal toe dit blyk dat 'n betalende passasier bebloed gesleep en van 'n vlug geskree het, in 'n oorbesprekende fiasko wat op 'n video vasgevang is wat sosiale media vinnig opgebruik het.

Zitron noem die behandeling van dr David Dao, wat gekies is om van 'n vlug afgestap te word wat Chicago verlaat en daarna met geweld die vliegtuig afgetrek het toe hy weier om te vertrek, 'onwelvoeglik' en die reaksie van die maatskappy 'roboties, onmenslik'.

Dao het harsingskudding opgedoen en twee tande verloor tydens die aanranding, het sy advokaat Vrydag gesê.

Net twee weke vroeër het United weer 'n PR-toets ondergaan toe twee tienjarige meisies 'n leggings op 'n vlug kon dra. Die tyd nadat Twitter begin protesteer het en selfs beroemdes gewig het, tweet United uitdagende, tegniese taal oor sy prosedures.

Toe Dao opgeraap is, het United hom aanvanklik die skuld gegee dat hy strydlustig was. Dit was wetstoepassers wat Dao afgesleep het, nie werknemers van United nie - maar die skade aan die lugdiens is aangerig, het Zitron gesê. 'As u leeg by hierdie verhaal kom, sou u dink dat United gate -agente hierdie man sinneloos geslaan het.

'Ek gee nie eers om of die man strydlustig was nie; wat die publiek gesien het, was dat hy bloed drup, vasgevang in 'n geslote ruimte en mompel dat hy wil huis toe gaan. Vlieg het toenemend onaangenaam geraak, en dit is meer as 'n PR-krisis, dit is 'n anti-handelsmerk, "het hy gesê.

Zitron het gesê dat lugdiensbase onmiddellik opregte kommer oor die man moes uitgespreek het en belowe het om ondersoek in te stel. In plaas daarvan het Oscar Munoz, uitvoerende hoof van United, die skuld vir Dao gegee en daarna verskeie gruwelike verklarings afgelê, terwyl die aandeelprys gedaal het en jammer gesê het.

Sean Spicer lig die wenkbroue op met Hitler/Assad -vergelyking: Hitler "het nie eens gesink om chemiese wapens te gebruik nie." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

- ABC News (@ABC) 12 April 2017

'U kry regtig net 'n kans om verskoning te vra. As u dit verkeerd verstaan, maak alles daarna nie saak nie, ”sê Mo Hedaya, 'n woordvoerder by die handelsmerkbestuursmaatskappy Bluestar Alliance.

Slegs dae tevore is Munoz aangewys as die Amerikaanse kommunikateur van die jaar deur PRWeek, 'n titel wat voorheen deur Malala en Edie Windsor beklee is.

Binne enkele ure nadat die United Airlines PR -ramp die nuusiklus geëlektrifiseer het, het die perssekretaris van die president, Sean Spicer, waarskynlik hierdie sowel as Pepsi oortref deur tydens die Pasga op een of ander manier die Holocaust en die gruwels van Zyklon B te vergeet en te verklaar dat Hitler nooit sou neerbuig nie chemiese wapens.

Nadat Spicer op sy podium gestaan ​​het en die perskorps van die Withuis toegespreek het en beweer het dat Bashar al-Assad in Sirië erger is as Hitler omdat die Nazi-leier ten minste nooit sy eie mense vergas het nie, het Lukitsch gesê dat dit verreweg sy swakste vertoning was in 'n jong ampstermyn gekenmerk deur aggressie en misstappe.

Lukitsch het gesê: 'Mense wat Sean ken, sê dit is asof hy 'n persoonlikheidsoorplanting gehad het sedert hy vir president Trump begin werk het. Ek dink hy is opdrag gegee om pugilisties te wees, en ook dat mense met te veel druk en gebrek aan slaap te vinnig werk en dat dit slordig raak.

'Voor hierdie werk was hy 'n afgemete, rustige man, wat altyd glimlag en lag.

Maar nou, toe die publiek ingeskakel het by sy regstreekse inligtingsessies as 'n vorm van 'n TV -skouspel gedurende die dag en daarna dat Spicer verlede week op nuusprogramme verskyn om verskoning te vra omdat hy ses miljoen vermoorde Jode geïgnoreer het, het hy die verhaal geword.

Lukitsch het gesê dat dit 'in die algemeen' hul rol vir 'n PR onmoontlik maak.

'Maar ek dink hy sal oorleef omdat niemand anders die werk wil hê nie.'

Vir Zitron is die PR -oplossing soms baie eenvoudig. Hy het gesê Spicer moes vinnig 'n onvoorwaardelike verskoning afgelê het "en dan net stilgehou het".


'Wat 'n week van perfek vermybare gaffes': hoe Pepsi, United Airlines, Sean Spicer die punt gemis het

Pepsi het dit nog nie so erg gehad sedert dit Michael Jackson verbrand het nie. Maar toe die onderneming haastig 'n advertensie met 'n swak smaak trek, blyk dit net die begin van 'n nagmerrie te wees vir openbare betrekkinge wat in die Withuis geëindig het.

In die uitval het kenners van bemarking en 'krisiskommunikasie' die openbare galery opgedaag om streng kritiek te lewer op die onverstandige Pepsi Kendall Jenner 'protester' -video, die United Airlines reageer op 'n passasier wat uit sy stoel gesleep word en perssekretaris van die Withuis, Sean Spicer ses miljoen Jode wat vermoor is, geïgnoreer toe hy gesê het dat selfs die Nazi's nie chemiese wapens gebruik het toe hulle oor Sirië gepraat het nie.

Die verstommende gaffes is gevolg, veral van United en Spicer, deur mislukte reaksies, van struikelblokregverdiging tot ongemaklike verskonings.

'Wat 'n week van heeltemal vermybare gaffes,' het Courtney Lukitsch, wat Gotham PR in New York bestuur, aan die Guardian gesê. 'Hulle het almal die PR -reëls vir beginners verbreek: wees altyd 10 tree voor, moenie iets sê wat u nie wil uitsaai nie, maak seker dat u die emosionele intelligensie het om te verstaan ​​hoe u gehoor voel en neem in 'n krisis verantwoordelikheid . ”

Memes en grappies het op sosiale media en laataand -geselsprogramme en Saturday Night Live verskyn, wat reeds 'n treffer met Melissa McCarthy was, wat met Spicer pronk.

Pepsi erken dat hy 'die punt gemis' het nadat woede aanlyn ontstaan ​​het oor beelde waarin die beroemdheid Kendall Jenner 'n modelleuse protesteerder voorstel wat op 'n wonderbaarlike wyse spanning kalmeer tydens 'n rassedifferensiële demonstrasie deur 'n polisieman 'n blikkie Pepsi te gee. Die advertensie het vir al die verkeerde redes viral geword, omring as toondoof en die Pepsi -handelsmerk verskroei op 'n skaal wat herinner aan die debakel in 1984 toe Jackson se hare in vlamme uitgebars het tydens die verfilming van 'n ander van sy advertensies.

Ed Zitron, eienaar van EZPR en skrywer van This is How You Pitch: How to Kick Ass in Your First years of PR, het gesê Pepsi het die nasleep van die fout beter hanteer as die ander twee partye, want dit het die advertensie vinnig getrek en verantwoordelikheid geneem . 'Maar dit is verstommend dat die advertensie glad nie gemaak is nie. Deur hoeveel lae gesag het hierdie idee gegaan? ” vra hy.

Ted Birkhahn, president van Peppercomm, 'n PR- en krisiskommunikasiefirma met kantore in New York, Londen en San Francisco, het skerp gesê dat die herstel van die episode 'die' Pepsi -uitdaging 'vir die onderneming herdefinieer' - 'n verwysing na 'n suksesvolle Pepsi -veldtog van die verlede. 'Hulle het die jong gehoor wat hulle probeer teiken, verkeerd verstaan,' het hy gesê.

Lukitsch blameer die 'opvallende fout' by die onderneming wat probeer om 'op die wa te spring' van hedendaagse protesbewegings soos Black Lives Matter en weerstand teen president Donald Trump - en 'n verkeerde oordeel het.

Sy blameer die onderneming omdat sy nie heeltemal verstaan ​​het wat in die werklike wêreld buite kantoorure aangaan nie en die beroemde Jenner gekies het om die hoofrolspeler te speel wat die polisieman 'n koeldrank gee. 'Sy is nie iemand wat 'n aktivis is nie; sy is in hierdie seldsame Kardashian -wêreld, so daar was geen egtheid nie,' het sy gesê.

Birkhahn het gesê dat baie ondernemings steeds nie vinnig reageer op gebeurtenisse wat via sosiale media versprei word nie. 'Hulle moet alle kanale 24/7 monitor' en binne 'n uur of twee effektief kan reageer, het hy gesê.

Terwyl Pepsi nog besig was om te krap, het United Airlines dit uit die nuus gehaal toe dit blyk dat 'n betalende passasier bebloed gesleep en van 'n vlug geskree het, in 'n oorbesprekende fiasko wat op 'n video vasgevang is wat sosiale media vinnig opgebruik het.

Zitron noem die behandeling van dr David Dao, wat gekies is om van 'n vlug afgestap te word wat Chicago verlaat en daarna met geweld die vliegtuig afgetrek het toe hy weier om te vertrek, 'onwelvoeglik' en die reaksie van die maatskappy 'roboties, onmenslik'.

Dao het harsingskudding opgedoen en twee tande verloor tydens die aanranding, het sy advokaat Vrydag gesê.

Net twee weke vroeër het United weer 'n PR-toets ondergaan toe twee tienjarige meisies 'n leggings op 'n vlug kon dra. Die tyd nadat Twitter begin protesteer het en selfs beroemdes gewig het, tweet United uitdagende, tegniese taal oor sy prosedures.

Toe Dao opgeraap is, het United hom aanvanklik die skuld gegee dat hy strydlustig was. Dit was wetstoepassers wat Dao afgesleep het, nie werknemers van United nie - maar die skade aan die lugdiens is aangerig, het Zitron gesê. 'As u leeg by hierdie verhaal kom, sou u dink dat United gate -agente hierdie man sinneloos geslaan het.

'Ek gee nie eers om of die man strydlustig was nie; wat die publiek gesien het, was dat hy bloed drup, vasgevang in 'n geslote ruimte en mompel dat hy wil huis toe gaan. Vlieg het toenemend onaangenaam geword, en dit is meer as 'n PR-krisis, dit is 'n anti-handelsmerk, "het hy gesê.

Zitron het gesê dat lugdiensbase onmiddellik opregte kommer oor die man moes uitgespreek het en belowe het om ondersoek in te stel. In plaas daarvan het Oscar Munoz, uitvoerende hoof van United, die skuld vir Dao gegee en daarna verskeie gruwelike verklarings afgelê, terwyl die aandeelprys gedaal het.

Sean Spicer lig die wenkbroue op met Hitler/Assad -vergelyking: Hitler "het nie eens gesink om chemiese wapens te gebruik nie." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

- ABC News (@ABC) 12 April 2017

'U kry regtig net 'n kans om verskoning te vra. As u dit verkeerd verstaan, maak alles daarna nie saak nie, ”sê Mo Hedaya, 'n woordvoerder van die handelsmerkbestuursmaatskappy Bluestar Alliance.

Slegs dae tevore is Munoz aangewys as die Amerikaanse kommunikateur van die jaar deur PRWeek, 'n titel wat voorheen deur Malala en Edie Windsor beklee is.

Binne enkele ure nadat die United Airlines PR -ramp die nuusiklus geëlektrifiseer het, het die perssekretaris van die president, Sean Spicer, waarskynlik hierdie sowel as Pepsi oortref deur tydens die Pasga op een of ander manier die Holocaust en die gruwels van Zyklon B te vergeet en te verklaar dat Hitler nooit sou neerbuig nie chemiese wapens.

Nadat Spicer op sy podium gestaan ​​het en die perskorps van die Withuis toespreek en beweer het dat Bashar al-Assad in Sirië erger is as Hitler omdat die Nazi-leier ten minste nooit sy eie mense vergas het nie, het Lukitsch gesê dat dit verreweg sy swakste vertoning was in 'n jong ampstermyn gekenmerk deur aggressie en misstappe.

Lukitsch het gesê: 'Mense wat Sean ken, sê dit is asof hy 'n persoonlikheidsoorplanting gehad het sedert hy vir president Trump begin werk het. Ek dink hy is opdrag gegee om pugilisties te wees, en dat mense met te veel druk en gebrek aan slaap te vinnig werk en slordig raak.

'Voor hierdie werk was hy 'n afgemete, rustige man, wat altyd glimlag en lag.

Maar nou, toe die publiek ingeskakel het by sy regstreekse inligtingsessies as 'n vorm van 'n TV -skouspel oor die dag, en daarna dat Spicer verlede week op nuusprogramme verskyn om verskoning te vra omdat hy ses miljoen vermoorde Jode geïgnoreer het, het hy die verhaal geword.

Lukitsch het gesê dat dit 'in die algemeen' hul rol vir 'n PR onmoontlik maak.

'Maar ek dink hy sal oorleef omdat niemand anders die werk wil hê nie.'

Vir Zitron is die PR -oplossing soms baie eenvoudig. Hy het gesê Spicer moes vinnig 'n onvoorwaardelike verskoning gegee het "en dan net stilgehou het".


'Wat 'n week van perfek vermybare gaffes': hoe Pepsi, United Airlines, Sean Spicer die punt gemis het

Pepsi het dit nog nie so erg gehad sedert dit Michael Jackson verbrand het nie. Maar toe die onderneming haastig 'n advertensie met 'n swak smaak trek, blyk dit net die begin van 'n nagmerrie te wees vir openbare betrekkinge wat in die Withuis geëindig het.

In die uitval het kenners van bemarking en 'krisiskommunikasie' die openbare galery opgedaag om streng kritiek te lewer op die onverstandige Pepsi Kendall Jenner 'protester' -video, die United Airlines reageer op 'n passasier wat uit sy stoel gesleep word en perssekretaris van die Withuis, Sean Spicer ses miljoen Jode wat vermoor is, geïgnoreer toe hy gesê het dat selfs die Nazi's nie chemiese wapens gebruik het toe hulle oor Sirië gepraat het nie.

Die verstommende gaffes is gevolg, veral van United en Spicer, deur mislukte reaksies, van struikelblokregverdiging tot ongemaklike verskonings.

'Wat 'n week van heeltemal vermybare gaffes,' het Courtney Lukitsch, wat Gotham PR in New York bestuur, aan die Guardian gesê. 'Hulle het almal die PR -reëls vir beginners verbreek: wees altyd 10 tree voor, moenie iets sê wat u nie wil uitsaai nie, maak seker dat u die emosionele intelligensie het om te verstaan ​​hoe u gehoor voel en neem in 'n krisis verantwoordelikheid . ”

Memes en grappies het op sosiale media en laataand -geselsprogramme en Saturday Night Live verskyn, wat reeds 'n treffer met Melissa McCarthy was, wat met Spicer pronk.

Pepsi erken dat hy 'die punt gemis' het nadat woede aanlyn ontstaan ​​het oor beelde waarin die beroemdheid Kendall Jenner 'n modelleuse protesteerder voorstel wat op 'n wonderbaarlike wyse spanning kalmeer tydens 'n rassedifferensiële demonstrasie deur 'n polisieman 'n blikkie Pepsi te gee. Die advertensie het vir al die verkeerde redes viral geword, omring as toondoof en die Pepsi -handelsmerk verskroei op 'n skaal wat herinner aan die debakel in 1984 toe Jackson se hare in vlamme uitgebars het tydens die verfilming van 'n ander van sy advertensies.

Ed Zitron, eienaar van EZPR en skrywer van This is How You Pitch: How to Kick Ass in Your First years of PR, het gesê Pepsi het die nasleep van die fout beter hanteer as die ander twee partye, want dit het die advertensie vinnig getrek en verantwoordelikheid geneem . 'Maar dit is verstommend dat die advertensie glad nie gemaak is nie. Deur hoeveel lae gesag het hierdie idee gegaan? ” vra hy.

Ted Birkhahn, president van Peppercomm, 'n PR- en krisiskommunikasiefirma met kantore in New York, Londen en San Francisco, het skerp gesê dat die herstel van die episode 'die' Pepsi -uitdaging 'vir die onderneming herdefinieer' - 'n verwysing na 'n suksesvolle Pepsi -veldtog van die verlede. 'Hulle het die jong gehoor wat hulle probeer teiken, verkeerd verstaan,' het hy gesê.

Lukitsch blameer die 'opvallende fout' dat die onderneming probeer om 'op die wa te spring' van hedendaagse protesbewegings soos Black Lives Matter en weerstand teen president Donald Trump - en 'n verkeerde beoordeling het.

Sy blameer die onderneming omdat sy nie heeltemal verstaan ​​het wat in die werklike wêreld buite kantoorure aangaan nie en die beroemde Jenner gekies het om die hoofrolspeler te speel wat die polisieman 'n koeldrank gee. 'Sy is nie iemand wat 'n aktivis is nie; sy is in hierdie seldsame Kardashian -wêreld, so daar was geen egtheid nie,' het sy gesê.

Birkhahn het gesê dat baie ondernemings steeds nie vinnig reageer op gebeurtenisse wat via sosiale media versprei word nie. 'Hulle moet alle kanale 24/7 monitor' en binne 'n uur of twee effektief kan reageer, het hy gesê.

Terwyl Pepsi nog besig was om te krap, het United Airlines dit uit die nuus gehaal toe dit blyk dat 'n betalende passasier bebloed gesleep en van 'n vlug geskree het, in 'n oorbesprekende fiasko wat op 'n video vasgevang is wat sosiale media vinnig opgebruik het.

Zitron noem die behandeling van dr David Dao, wat gekies is om van 'n vlug afgestap te word wat Chicago verlaat en daarna met geweld die vliegtuig afgetrek het toe hy weier om te vertrek, 'onwelvoeglik' en die reaksie van die maatskappy 'roboties, onmenslik'.

Dao het harsingskudding opgedoen en twee tande verloor tydens die aanranding, het sy advokaat Vrydag gesê.

Net twee weke vroeër het United weer 'n PR-toets ondergaan toe twee tienjarige meisies 'n leggings op 'n vlug kon dra. Die tyd nadat Twitter begin protesteer het en selfs beroemdes gewig het, tweet United uitdagende, tegniese taal oor sy prosedures.

Toe Dao opgeraap is, het United hom aanvanklik die skuld gegee dat hy strydlustig was. Dit was wetstoepassers wat Dao afgesleep het, nie werknemers van United nie - maar die skade aan die lugdiens is aangerig, het Zitron gesê. 'As u leeg by hierdie verhaal kom, sou u dink dat United gate -agente hierdie man sinneloos geslaan het.

'Ek gee nie eens om of die man strydlustig was nie; wat die publiek gesien het, was dat hy bloed drup, vasgevang in 'n geslote ruimte en mompel dat hy wil huis toe gaan. Vlieg het toenemend onaangenaam geraak, en dit is meer as 'n PR-krisis, dit is 'n anti-handelsmerk, "het hy gesê.

Zitron het gesê dat lugdiensbase onmiddellik opregte kommer oor die man moes uitgespreek het en belowe het om ondersoek in te stel. In plaas daarvan het Oscar Munoz, uitvoerende hoof van United, die skuld vir Dao gegee en daarna verskeie gruwelike verklarings afgelê, terwyl die aandeelprys gedaal het.

Sean Spicer lig die wenkbroue op met Hitler/Assad -vergelyking: Hitler "het nie eens gesink om chemiese wapens te gebruik nie." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

- ABC News (@ABC) 12 April 2017

'U kry regtig net 'n kans om verskoning te vra. As u dit verkeerd verstaan, maak alles daarna nie saak nie, ”sê Mo Hedaya, 'n woordvoerder by die handelsmerkbestuursmaatskappy Bluestar Alliance.

Slegs dae tevore is Munoz aangewys as die Amerikaanse kommunikateur van die jaar deur PRWeek, 'n titel wat voorheen deur Malala en Edie Windsor beklee is.

Binne enkele ure nadat die United Airlines PR -ramp die nuusiklus geëlektrifiseer het, het die perssekretaris van die president, Sean Spicer, waarskynlik hierdie sowel as Pepsi oortref deur tydens die Pasga op een of ander manier die Holocaust en die gruwels van Zyklon B te vergeet en te verklaar dat Hitler nooit sou neerbuig nie chemiese wapens.

Nadat Spicer op sy podium gestaan ​​het en die perskorps van die Withuis toespreek en beweer het dat Bashar al-Assad in Sirië erger is as Hitler omdat die Nazi-leier ten minste nooit sy eie mense vergas het nie, het Lukitsch gesê dat dit verreweg sy swakste vertoning was in 'n jong ampstermyn gekenmerk deur aggressie en misstappe.

Lukitsch het gesê: 'Mense wat Sean ken, sê dit is asof hy 'n persoonlikheidsoorplanting gehad het sedert hy vir president Trump begin werk het. Ek dink hy is opdrag gegee om pugilisties te wees, en dat mense met te veel druk en gebrek aan slaap te vinnig werk en slordig raak.

'Voor hierdie werk was hy 'n afgemete, rustige man, wat altyd glimlag en lag.

Maar nou, toe die publiek ingeskakel het by sy regstreekse inligtingsessies as 'n vorm van 'n TV -skouspel oor die dag, en daarna dat Spicer verlede week op nuusprogramme verskyn om verskoning te vra omdat hy ses miljoen vermoorde Jode geïgnoreer het, het hy die verhaal geword.

Lukitsch het gesê dat dit 'in die algemeen' hul rol vir 'n PR onmoontlik maak.

'Maar ek dink hy sal oorleef omdat niemand anders die werk wil hê nie.'

Vir Zitron is die PR -oplossing soms baie eenvoudig. Hy het gesê Spicer moes vinnig 'n onvoorwaardelike verskoning gegee het "en dan net stilgehou het".


'Wat 'n week van perfek vermybare gaffes': hoe Pepsi, United Airlines, Sean Spicer die punt gemis het

Pepsi het dit nog nie so erg gehad sedert dit Michael Jackson verbrand het nie. Maar toe die onderneming haastig 'n advertensie met 'n swak smaak trek, blyk dit net die begin van 'n nagmerrie te wees vir openbare betrekkinge wat in die Withuis geëindig het.

In die uitval het kenners van bemarking en 'krisiskommunikasie' die openbare galery opgedaag om streng kritiek te lewer op die onverstandige Pepsi Kendall Jenner 'protester' -video, die United Airlines reageer op 'n passasier wat uit sy stoel gesleep word en perssekretaris van die Withuis, Sean Spicer ses miljoen Jode wat vermoor is, geïgnoreer toe hy gesê het dat selfs die Nazi's nie chemiese wapens gebruik het toe hulle oor Sirië gepraat het nie.

Die verstommende gaffes is gevolg, veral van United en Spicer, deur mislukte reaksies, van struikelblokregverdiging tot ongemaklike verskonings.

'Wat 'n week van heeltemal vermybare gaffes,' het Courtney Lukitsch, wat Gotham PR in New York bestuur, aan die Guardian gesê. 'Hulle het almal die reëls van PR vir beginners oortree: wees altyd 10 tree voor, moenie iets sê wat u nie wil uitsaai nie, maak seker dat u die emosionele intelligensie het om te verstaan ​​hoe u gehoor voel en neem in 'n krisis verantwoordelikheid . ”

Memes en grappies het geblom op sosiale media en laataand -geselsprogramme en Saturday Night Live, wat alreeds 'n treffer met Melissa McCarthy was wat Spicer geslaan het.

Pepsi erken dat hy 'die punt gemis' het nadat woede aanlyn ontstaan ​​het oor beelde waarin die beroemdheid Kendall Jenner 'n protesteerder uitbeeld wat 'n wonderbaarlike spanning by 'n rassedifferensiële vredesdemonstrasie kalmeer deur 'n polisieman 'n blikkie Pepsi te gee. Die advertensie het vir al die verkeerde redes viral geword, omring as toondoof en die Pepsi -handelsmerk verskroei op 'n skaal wat herinner aan die debakel in 1984 toe Jackson se hare in vlamme uitgebars het tydens die verfilming van 'n ander van sy advertensies.

Ed Zitron, eienaar van EZPR en skrywer van This is How You Pitch: How to Kick Ass in Your First years of PR, het gesê Pepsi het die nasleep van die fout beter hanteer as die ander twee partye, want dit het die advertensie vinnig getrek en verantwoordelikheid geneem . 'Maar dit is verstommend dat die advertensie glad nie gemaak is nie. Deur hoeveel lae gesag het hierdie idee gegaan? ” vra hy.

Ted Birkhahn, president van Peppercomm, 'n PR- en krisiskommunikasiefirma met kantore in New York, Londen en San Francisco, het skerp gesê dat die herstel van die episode 'die' Pepsi -uitdaging 'vir die onderneming herdefinieer' - 'n verwysing na 'n suksesvolle Pepsi -veldtog van die verlede. 'Hulle het die jong gehoor wat hulle probeer teiken, verkeerd verstaan,' het hy gesê.

Lukitsch blameer die 'opvallende fout' dat die onderneming probeer om 'op die wa te spring' van hedendaagse protesbewegings soos Black Lives Matter en weerstand teen president Donald Trump - en 'n verkeerde beoordeling het.

Sy blameer die onderneming omdat sy nie heeltemal verstaan ​​het wat in die werklike wêreld buite kantoorure aangaan nie en die beroemde Jenner gekies het om die hoofrolspeler te speel wat die polisieman 'n koeldrank gee. 'Sy is nie iemand wat 'n aktivis is nie; sy is in hierdie seldsame Kardashian -wêreld, so daar was geen egtheid nie,' het sy gesê.

Birkhahn het gesê dat baie ondernemings steeds nie vinnig reageer op gebeurtenisse wat via sosiale media versprei word nie. 'Hulle moet alle kanale 24/7 monitor' en binne 'n uur of twee effektief kan reageer, het hy gesê.

Terwyl Pepsi nog besig was om te kraai, het United Airlines dit uit die nuus gehaal toe dit blyk dat 'n betalende passasier bebloed gesleep en van 'n vlug geskree het, in 'n oorbesprekende fiasko wat op 'n video vasgevang is wat vinnig sosiale media opgebruik het.

Zitron noem die behandeling van dr David Dao, wat gekies is om van 'n vlug afgestap te word wat Chicago verlaat en daarna met geweld die vliegtuig afgetrek het toe hy geweier het om te vertrek, 'onwelvoeglik' en die reaksie van die maatskappy 'roboties, onmenslik'.

Dao het harsingskudding opgedoen en twee tande verloor tydens die aanranding, het sy advokaat Vrydag gesê.

Net twee weke vroeër het United weer 'n PR-toets ondergaan toe twee tienjarige meisies 'n leggings op 'n vlug kon dra. Die tyd nadat Twitter begin protesteer het en selfs beroemdes gewig het, tweet United uitdagende, tegniese taal oor sy prosedures.

Toe Dao verdwaal het, het United hom aanvanklik die skuld gegee dat hy strydlustig was. Dit was wetstoepassers wat Dao afgesleep het, nie werknemers van United nie - maar die skade aan die lugdiens is aangerig, het Zitron gesê. 'As u leeg by hierdie verhaal kom, sou u dink dat United gate -agente hierdie man sinneloos geslaan het.

'Ek gee nie eens om of die man strydlustig was nie; wat die publiek gesien het, was dat hy bloed drup, vasgevang in 'n geslote ruimte en mompel dat hy wil huis toe gaan. Vlieg het toenemend onaangenaam geraak, en dit is meer as 'n PR-krisis, dit is 'n anti-handelsmerk, "het hy gesê.

Zitron het gesê dat lugdiensbase onmiddellik opregte kommer oor die man moes uitgespreek het en belowe het om ondersoek in te stel. In plaas daarvan het Oscar Munoz, uitvoerende hoof van United, die skuld vir Dao gegee en daarna verskeie gruwelike verklarings afgelê, terwyl die aandeelprys gedaal het.

Sean Spicer lig die wenkbroue op met Hitler/Assad -vergelyking: Hitler "het nie eens gesink om chemiese wapens te gebruik nie." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

- ABC News (@ABC) 12 April 2017

'U kry regtig net 'n kans om verskoning te vra. As u dit verkeerd verstaan, maak alles daarna nie saak nie, ”sê Mo Hedaya, 'n woordvoerder van die handelsmerkbestuursmaatskappy Bluestar Alliance.

Slegs dae tevore is Munoz aangewys as die Amerikaanse kommunikateur van die jaar deur PRWeek, 'n titel wat voorheen deur Malala en Edie Windsor beklee is.

Binne enkele ure nadat die United Airlines PR -ramp die nuusiklus geëlektrifiseer het, het die perssekretaris van die president, Sean Spicer, waarskynlik hierdie sowel as Pepsi oortref deur tydens die Pasga op een of ander manier die Holocaust en die gruwels van Zyklon B te vergeet en te verklaar dat Hitler nooit sou neerbuig nie chemiese wapens.

Nadat Spicer op sy podium gestaan ​​het en die perskorps van die Withuis toespreek en beweer het dat Bashar al-Assad in Sirië erger is as Hitler omdat die Nazi-leier ten minste nooit sy eie mense vergas het nie, het Lukitsch gesê dat dit verreweg sy swakste vertoning was in 'n jong ampstermyn gekenmerk deur aggressie en misstappe.

Lukitsch het gesê: 'Mense wat Sean ken, sê dit is asof hy 'n persoonlikheidsoorplanting gehad het sedert hy vir president Trump begin werk het. Ek dink hy is opdrag gegee om pugilisties te wees, en ook dat mense met te veel druk en gebrek aan slaap te vinnig werk en dat dit slordig raak.

'Voor hierdie werk was hy 'n afgemete, rustige man, wat altyd glimlag en lag.

Maar nou, toe die publiek ingeskakel het by sy regstreekse inligtingsessies as 'n vorm van 'n TV -skouspel oor die dag, en daarna dat Spicer verlede week op nuusprogramme verskyn om verskoning te vra omdat hy ses miljoen vermoorde Jode geïgnoreer het, het hy die verhaal geword.

Lukitsch het gesê dat dit 'in die algemeen' hul rol vir 'n PR onmoontlik maak.

'Maar ek dink hy sal oorleef omdat niemand anders die pos wil hê nie.'

Vir Zitron is die PR -oplossing soms baie eenvoudig. Hy het gesê Spicer moes vinnig 'n onvoorwaardelike verskoning gegee het "en dan net stilgehou het".


'Wat 'n week van perfek vermybare gaffes': hoe Pepsi, United Airlines, Sean Spicer die punt gemis het

Pepsi het dit nog nie so erg gehad sedert dit Michael Jackson verbrand het nie. Maar toe die onderneming haastig 'n advertensie met 'n swak smaak trek, blyk dit net die begin van 'n nagmerrie te wees vir openbare betrekkinge wat in die Withuis geëindig het.

As gevolg hiervan het bemarkings- en "krisiskommunikasie" -kundiges die openbare galery opgedaag om streng kritiek te lewer op die onverstandige Pepsi Kendall Jenner -"betoger" -video, die United Airlines reageer op 'n passasier wat uit sy stoel gesleep word en perssekretaris van die Withuis, Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Within hours of the United Airlines PR disaster electrifying the news cycle, the president’s press secretary, Sean Spicer, arguably trumped both this and Pepsi by, during Passover, somehow forgetting the Holocaust and the horrors of Zyklon B, and declaring that Hitler never stooped to chemical weapons.

After Spicer stood at his podium addressing the White House press corps and claimed that Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, Lukitsch said this was by far his worst performance in a young tenure already marked by aggression and missteps .

Lukitsch said: “People who know Sean say it’s as if he’s had a personality transplant since he began working for President Trump. I think he’s been instructed to be pugilistic and also that, with intense pressure and lack of sleep, people are working too fast and it’s getting sloppy.

“Before this job he was a measured, low-key guy, always smiling and laughing.”

But now, with the public tuning into his live briefings as a form of daytime TV spectacle and then Spicer last week appearing on news shows to apologize for ignoring six million murdered Jews, he has become the story.

Lukitsch said that “in general” that makes their role impossible for a PR.

“But I think he’ll survive because no-one else wants the job.”

For Zitron, sometimes the PR solution is to very simple. He said Spicer should have quickly issued an unconditional apology “and then just shut up”.


‘What a week of perfectly avoidable gaffes’: How Pepsi, United Airlines, Sean Spicer missed the mark

Pepsi hasn’t had it this bad since it burned Michael Jackson. But when the company hurriedly pulled a poor-taste advert it turned out to be only the start of a nightmare few days for public relations that ended at the White House.

In the fallout, marketing and “crisis communications” experts have thronged the public gallery to offer stern critiques of the unwise Pepsi Kendall Jenner “protester” video, the United Airlines responses to a passenger being dragged from his seat and White House press secretary Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Within hours of the United Airlines PR disaster electrifying the news cycle, the president’s press secretary, Sean Spicer, arguably trumped both this and Pepsi by, during Passover, somehow forgetting the Holocaust and the horrors of Zyklon B, and declaring that Hitler never stooped to chemical weapons.

After Spicer stood at his podium addressing the White House press corps and claimed that Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, Lukitsch said this was by far his worst performance in a young tenure already marked by aggression and missteps .

Lukitsch said: “People who know Sean say it’s as if he’s had a personality transplant since he began working for President Trump. I think he’s been instructed to be pugilistic and also that, with intense pressure and lack of sleep, people are working too fast and it’s getting sloppy.

“Before this job he was a measured, low-key guy, always smiling and laughing.”

But now, with the public tuning into his live briefings as a form of daytime TV spectacle and then Spicer last week appearing on news shows to apologize for ignoring six million murdered Jews, he has become the story.

Lukitsch said that “in general” that makes their role impossible for a PR.

“But I think he’ll survive because no-one else wants the job.”

For Zitron, sometimes the PR solution is to very simple. He said Spicer should have quickly issued an unconditional apology “and then just shut up”.


‘What a week of perfectly avoidable gaffes’: How Pepsi, United Airlines, Sean Spicer missed the mark

Pepsi hasn’t had it this bad since it burned Michael Jackson. But when the company hurriedly pulled a poor-taste advert it turned out to be only the start of a nightmare few days for public relations that ended at the White House.

In the fallout, marketing and “crisis communications” experts have thronged the public gallery to offer stern critiques of the unwise Pepsi Kendall Jenner “protester” video, the United Airlines responses to a passenger being dragged from his seat and White House press secretary Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Within hours of the United Airlines PR disaster electrifying the news cycle, the president’s press secretary, Sean Spicer, arguably trumped both this and Pepsi by, during Passover, somehow forgetting the Holocaust and the horrors of Zyklon B, and declaring that Hitler never stooped to chemical weapons.

After Spicer stood at his podium addressing the White House press corps and claimed that Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, Lukitsch said this was by far his worst performance in a young tenure already marked by aggression and missteps .

Lukitsch said: “People who know Sean say it’s as if he’s had a personality transplant since he began working for President Trump. I think he’s been instructed to be pugilistic and also that, with intense pressure and lack of sleep, people are working too fast and it’s getting sloppy.

“Before this job he was a measured, low-key guy, always smiling and laughing.”

But now, with the public tuning into his live briefings as a form of daytime TV spectacle and then Spicer last week appearing on news shows to apologize for ignoring six million murdered Jews, he has become the story.

Lukitsch said that “in general” that makes their role impossible for a PR.

“But I think he’ll survive because no-one else wants the job.”

For Zitron, sometimes the PR solution is to very simple. He said Spicer should have quickly issued an unconditional apology “and then just shut up”.


‘What a week of perfectly avoidable gaffes’: How Pepsi, United Airlines, Sean Spicer missed the mark

Pepsi hasn’t had it this bad since it burned Michael Jackson. But when the company hurriedly pulled a poor-taste advert it turned out to be only the start of a nightmare few days for public relations that ended at the White House.

In the fallout, marketing and “crisis communications” experts have thronged the public gallery to offer stern critiques of the unwise Pepsi Kendall Jenner “protester” video, the United Airlines responses to a passenger being dragged from his seat and White House press secretary Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Within hours of the United Airlines PR disaster electrifying the news cycle, the president’s press secretary, Sean Spicer, arguably trumped both this and Pepsi by, during Passover, somehow forgetting the Holocaust and the horrors of Zyklon B, and declaring that Hitler never stooped to chemical weapons.

After Spicer stood at his podium addressing the White House press corps and claimed that Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, Lukitsch said this was by far his worst performance in a young tenure already marked by aggression and missteps .

Lukitsch said: “People who know Sean say it’s as if he’s had a personality transplant since he began working for President Trump. I think he’s been instructed to be pugilistic and also that, with intense pressure and lack of sleep, people are working too fast and it’s getting sloppy.

“Before this job he was a measured, low-key guy, always smiling and laughing.”

But now, with the public tuning into his live briefings as a form of daytime TV spectacle and then Spicer last week appearing on news shows to apologize for ignoring six million murdered Jews, he has become the story.

Lukitsch said that “in general” that makes their role impossible for a PR.

“But I think he’ll survive because no-one else wants the job.”

For Zitron, sometimes the PR solution is to very simple. He said Spicer should have quickly issued an unconditional apology “and then just shut up”.


‘What a week of perfectly avoidable gaffes’: How Pepsi, United Airlines, Sean Spicer missed the mark

Pepsi hasn’t had it this bad since it burned Michael Jackson. But when the company hurriedly pulled a poor-taste advert it turned out to be only the start of a nightmare few days for public relations that ended at the White House.

In the fallout, marketing and “crisis communications” experts have thronged the public gallery to offer stern critiques of the unwise Pepsi Kendall Jenner “protester” video, the United Airlines responses to a passenger being dragged from his seat and White House press secretary Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Within hours of the United Airlines PR disaster electrifying the news cycle, the president’s press secretary, Sean Spicer, arguably trumped both this and Pepsi by, during Passover, somehow forgetting the Holocaust and the horrors of Zyklon B, and declaring that Hitler never stooped to chemical weapons.

After Spicer stood at his podium addressing the White House press corps and claimed that Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, Lukitsch said this was by far his worst performance in a young tenure already marked by aggression and missteps .

Lukitsch said: “People who know Sean say it’s as if he’s had a personality transplant since he began working for President Trump. I think he’s been instructed to be pugilistic and also that, with intense pressure and lack of sleep, people are working too fast and it’s getting sloppy.

“Before this job he was a measured, low-key guy, always smiling and laughing.”

But now, with the public tuning into his live briefings as a form of daytime TV spectacle and then Spicer last week appearing on news shows to apologize for ignoring six million murdered Jews, he has become the story.

Lukitsch said that “in general” that makes their role impossible for a PR.

“But I think he’ll survive because no-one else wants the job.”

For Zitron, sometimes the PR solution is to very simple. He said Spicer should have quickly issued an unconditional apology “and then just shut up”.


‘What a week of perfectly avoidable gaffes’: How Pepsi, United Airlines, Sean Spicer missed the mark

Pepsi hasn’t had it this bad since it burned Michael Jackson. But when the company hurriedly pulled a poor-taste advert it turned out to be only the start of a nightmare few days for public relations that ended at the White House.

In the fallout, marketing and “crisis communications” experts have thronged the public gallery to offer stern critiques of the unwise Pepsi Kendall Jenner “protester” video, the United Airlines responses to a passenger being dragged from his seat and White House press secretary Sean Spicer ignoring six million Jews killed when he said even the Nazis had not used chemical weapons, when talking about Syria.

The astonishing gaffes were followed, especially from United and Spicer , by botched responses, from stumbling justification to awkward apologies.

“What a week of perfectly avoidable gaffes,” Courtney Lukitsch, who runs Gotham PR in New York, told the Guardian. “They all broke the rules of PR for beginners: always be 10 steps ahead, don’t say anything you don’t want broadcast, make sure you have the emotional intelligence to understand how your audience feels and, when in crisis, take responsibility.”

Memes and jokes blossomed on social media and late night chat shows and Saturday Night Live , which had already scored a hit with Melissa McCarthy lampooning Spicer.

Pepsi admitted it had “missed the mark” after outrage erupted online over images in which celebrity Kendall Jenner depicted a model-turned-protester who miraculously calms tensions at a racially-diverse peace demonstration by handing a police officer a can of Pepsi. The ad went viral for all the wrong reasons, pilloried as tone deaf and scorching the Pepsi brand on a scale reminiscent of the 1984 debacle when Jackson’s hair burst into flames during filming of another of its commercials.

Ed Zitron, owner of EZPR and author of This is How You Pitch: How to Kick Ass in Your First years of PR, said Pepsi handled the aftermath of the mistake better than the other two parties, because it quickly pulled the ad and took responsibility. “But it’s astonishing that the ad was made at all. How many layers of authority did this idea go through?” vra hy.

Ted Birkhahn, president of Peppercomm, a PR and crisis communications firm with offices in New York, London and San Francisco, said wryly that recovering from the episode “redefines the ‘Pepsi challenge’ for the company” – a reference to a successful Pepsi campaign of the past. “They misunderstood the young audience they are trying to target,” he said.

Lukitsch blamed the “glaring error” on the company trying to “jump on the band wagon” of contemporary protest movements such as Black Lives Matter and resistance to President Donald Trump -- and misjudging badly.

She blamed the company for failing to understand fully “what’s going on in the real world outside office hours” and choosing celebrity Jenner to play the protagonist who hands the policeman a soda. “She’s not someone who’s out there being an activist, she’s in this rarified, Kardashian world, so there was no authenticity there,” she said.

Birkhahn said many companies still don’t respond nimbly to events going viral via social media. “They need to monitor all channels 24/7” and be able to respond effectively within an hour or two, he said.

While Pepsi was still reeling, United Airlines knocked it from the headlines when it emerged that a paying passenger had been dragged bloodied and screaming off a flight, in an overbooking fiasco caught on video that quickly consumed social media.

Zitron called the treatment of Dr David Dao, who was picked to be bumped from a flight leaving Chicago and then violently hauled off the plane when he refused to leave, “obscene” and the company’s response “robotic, inhuman”.

Dao suffered concussion and lost two teeth in the assault, his lawyer said on Friday.

Just two weeks earlier, United had faced another PR test when two 10-year-old girls were barred from wearing leggings on a flight. That time after Twitter lit up with protests and even celebrities weighed in, United tweeted back defiant, technical language about its procedures.

When Dao was roughed up, United initially blamed him for being belligerent. It was law enforcement officers who dragged Dao off, not United employees – but the damage to the airline was done, said Zitron. “If you came to this story blank you would think that United gate agents had beaten this man senseless.

“I don’t even care if the guy was belligerent, what the public saw was him dripping blood, trapped in an enclosed space mumbling that he wanted to go home. Flying has become increasingly unpleasant and this is more than a PR crisis, this amounts to anti-branding,” he said.

Zitron said airline bosses should have immediately expressed genuine concern for the man and promised to investigate. Instead, United chief executive Oscar Munoz first blamed Dao then made several grudging statements before, as the share price fell, fully saying sorry.

Sean Spicer raises eyebrows with Hitler/Assad comparison: Hitler "didn't even sink to using chemical weapons." https://t.co/GpeWraGX2T pic.twitter.com/rzBNr9KWJ6

— ABC News (@ABC) April 12, 2017

“You really only get one shot at apologising. If you get it badly wrong, everything after that doesn’t matter,” said Mo Hedaya, a spokesman at brand management company Bluestar Alliance.

Just days earlier, Munoz had been named US communicator of the year by PRWeek, a title previously held by Malala and Edie Windsor .

Binne enkele ure nadat die United Airlines PR -ramp die nuusiklus geëlektrifiseer het, het die perssekretaris van die president, Sean Spicer, waarskynlik hierdie sowel as Pepsi oortref deur tydens die Pasga op een of ander manier die Holocaust en die gruwels van Zyklon B te vergeet en te verklaar dat Hitler nooit sou neerbuig nie chemiese wapens.

Nadat Spicer op sy podium gestaan ​​het en die perskorps van die Withuis toespreek en beweer het dat Bashar al-Assad in Sirië erger is as Hitler omdat die Nazi-leier ten minste nooit sy eie mense vergas het nie, het Lukitsch gesê dat dit verreweg sy swakste vertoning was in 'n jong ampstermyn gekenmerk deur aggressie en misstappe.

Lukitsch het gesê: 'Mense wat Sean ken, sê dit is asof hy 'n persoonlikheidsoorplanting gehad het sedert hy vir president Trump begin werk het. Ek dink hy is opdrag gegee om pugilisties te wees, en ook dat mense met te veel druk en gebrek aan slaap te vinnig werk en dat dit slordig raak.

'Voor hierdie werk was hy 'n afgemete, rustige man, wat altyd glimlag en lag.

Maar nou, toe die publiek ingeskakel het by sy regstreekse inligtingsessies as 'n vorm van 'n TV -skouspel oor die dag, en daarna dat Spicer verlede week op nuusprogramme verskyn om verskoning te vra omdat hy ses miljoen vermoorde Jode geïgnoreer het, het hy die verhaal geword.

Lukitsch het gesê dat dit 'in die algemeen' hul rol vir 'n PR onmoontlik maak.

'Maar ek dink hy sal oorleef omdat niemand anders die pos wil hê nie.'

Vir Zitron is die PR -oplossing soms baie eenvoudig. Hy het gesê Spicer moes vinnig 'n onvoorwaardelike verskoning gegee het "en dan net stilgehou het".