Kenneth Cole is latest to contract foot-in-mouth diseasePosted: February 9, 2011 | |
Seriously, what was Kenneth Cole thinking when he posted a tweet using the current situation in Egypt as a springboard for promoting his spring collection?
There’s no excuse for this PR disaster when so much information about the do’s and don’ts of Twitter is literally at Cole’s fingertips. All it takes is a few minutes of Internet research. If you’re going to participate in social media, then the least you should do is do a little online investigating to get the lay of the land first. Before you insert shoe in mouth.
Contrary to what some people say about there being no such thing as bad PR (and they might want to give some serious thought to Enron, Toyota and BP), it can never be good when you or your company name is viewed negatively. Gini Dietrich summed it up nicely with this analysis:
Anytime you have to issue an apology and interrupt your work growing your business, that is bad PR. No matter how many people are talking about you.
Who knows whether Cole did this on purpose as a PR stunt. It really doesn’t matter. No matter what the long-term impact turns out to be, this was insensitive and showed poor judgment.