As the people of Egypt struggle to find democracy, the whole world watches. Every major news organization airs the protests daily as the world tunes in. Along with broadcast media, social media has also been flooded with response to the “uproar” in Egypt.
The clothing brand, Kenneth Cole decided to tweet a controversial remark about the situation, which has several people offended. The tweet was removed only a few hours after it was posted. It was removed after outraged people re-tweeted the post. The company immediately reacted by posting a response a few hours after the tweet. Kenneth Cole himself apologized and issued a statement on the Facebook page. The comments on the Facebook apology page were overwhelming negative. Even though the apology went out right away, the tweet was viewed as too “intensive” to repair.
This public relations issue was handled quickly, but may still result in some serious backlash. What is one do to in this situation? After issuing a public apology, can the company regain trust immediately? Those close to the situation in Egypt or passionate about it may never feel the same way about the clothing brand.
On the contrary, any publicity is good publicity … right? A couple of hours after the tweet, the number of followers increased by 3,000. The apology also linked directly to the online store for Kenneth Cole. There are several mixed opinions about the company’s tweet, but overall awareness of Kenneth Cole has grown. Do you think Kenneth Cole’s PR team did a good job?
Have there been other similar situations about the protests in Egypt? In every tragedy or controversy, public relations professionals are involved. Kenneth Cole is just an example of a controversy within a greater situation. Often times, people feel strongly about these situations which can do irreparable damage to a company, if not handled properly.