Author Question: Suppose that, in a similar situation, a marketing department says, We know our customers, and this ... (Read 17 times)

meagbuch · **on:** Aug 11, 2018

Suppose that, in a similar situation, a marketing department says, We know our customers, and this won't offend them. Let's distribute the catalog. What should be the response of the public relations department?

What will be an ideal response?

Question 2

Should Abercrombie & Fitch have sent a representative to appear on NBC's Today show with the MADD president? Why or why not?

What will be an ideal response?

Hdosisshsbshs · **Reply #1 on:** Aug 11, 2018

Answer to Question 1

The public relations department should note that stakeholders other than just
college-aged consumers are involved. And these are stakeholders that can do far
more damage to the company's reputation -- and ultimately its bottom line -- than
the temporary benefit gained in ignoring their voices. Also, remind them that
most shareholders are parents, not students.

Answer to Question 2

By not having a representative on the show, the company missed a golden
opportunity to quell the controversy before it expanded. A company spokesman
could have been far more effective in communicating A&F's message and values
than a written statement. The MADD spokesperson was allowed to attack the
company before a national television audience without fear of a response.
Providing a company spokesperson would also have opened up the channels of
communication with MADD much sooner.