PR Horror Stories - WNY College Media Conference

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PR Horror Stories - WNY College Media Conference

  1. 1. “No They Didn’t!”Learning from PR Horror Stories Mike McDougall, APR Managing Partner, McDougall Travers Collins W N Y C O L L E G E M E D I A C O N F E R E N C E ● F E B R U A RY 2 0 1 2 ● S U N Y B R O C K P O R T
  2. 2. more about you@McDougallTC 22
  3. 3. @McDougallTClinkedin.com/in/mcdougallfacebook.com/McDougallTCmmcdougall@McDougallTC.comdirect: +1.585.789.1623#WNYCMC12 3
  4. 4. dramatic ways to in PR@McDougallTC 4
  5. 5. ignore the obvious@McDougallTC 5
  6. 6. ignore the obvious 6
  7. 7. ignore the obvious“Schutt CEO Robert Erb said Vengeance referred to the companyscompetition with rival manufacturer Riddell, which was awarded $29 millionin a patent infringement suit against Schutt in 2010. Schutt then filed forbankruptcy but, after being sold in December 2010, has since recovered.Erb added that the helmets are not marketed directly to consumers and theword Vengeance does not appear on the product. "I dont think that itmatters," he said. 7
  8. 8. forget your brand promise@McDougallTC 8
  9. 9. forget your brand promise 9
  10. 10. spray and prayBegin forwarded message:Date: June 3, 2009 9:45:42 AM CDTSubject: The "Pull Out" Method Rivals Condoms? Interview OppHi [Editor in Chief’s Name],A recent study published in the June issue of Contraception Magazine presents findings that the “Pull Out” method ofbirth control rivals the use of condoms. http://www.guttmacher.org/pubs/journals/reprints/Contraception79-407-410.pdfPublished by sex researcher Rachel K. Jones and based on several studies and data from the Guttmacher Institute, thestudy indicates that “pulling out” before ejaculation is nearly effective as condoms in preventing pregnancy – calling themethod “only slightly less effective” than condoms.http://www.cbsnews.com/stories/2009/05/28/health/main5045514.shtmlThis study has clearly raised concerns amongst healthcare experts, with lively opinions and debate being expressedacross the media. To speak with 20 year veteran on contraception, CLIENT, please contact me. CLIENT is an industryexpert and can provide commentary and insight on the study, as well as answer relevant questions.@McDougallTC 10
  11. 11. spray and prayFrom the Editor in Chief and Publisher of Gay List Daily:I got this totally misdirected pitch this morning -- keep inmind Gay List Daily is a GAY publication (were likeDailyCandy for the gays). When we gays get it on, we dontworry about pregnancy and whether pulling out is more orless effective at stopping babies from showing up in ourbellies than condoms. Source: badpitch.blogspot.com 11
  12. 12. use bait-and-switch 12
  13. 13. use bait-and-switch 13
  14. 14. use bait-and-switch 14
  15. 15. be insensitive@McDougallTC 15
  16. 16. be insensitive“We acknowledged in the call that delivering this newson a teleconference wasn’t ideal, but given the scopeand scale of the reductions, there was no otherway to share this news quickly andconsistently,” said a company spokesman. 16
  17. 17. let anyone represent you 17
  18. 18. let anyone represent you 18
  19. 19. let anyone represent you 19
  20. 20. ride the coattails of disaster@McDougallTC 20
  21. 21. mask your true identity source: jessicagottlieb.com@McDougallTC 21
  22. 22. mask your true identity@McDougallTC 22
  23. 23. tempt fate@McDougallTC 23
  24. 24. underestimate your customer@McDougallTC 24
  25. 25. underestimate your customer 25
  26. 26. underestimate your customer@McDougallTC 26
  27. 27. debate & discuss Mike McDougall, APR Managing Partner, McDougall Travers Collins mmcdougall@McDougallTC.com linkedin.com/in/mcdougall facebook.com/McDougallTC direct: +1.585.789.1623 @McDougallTC@McDougallTC 27
  28. 28. @McDougallTC © 2012 Michael L. McDougall 28

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