People used to say that any PR is good PR. That’s not true anymore, especially with the speed of news fuled by social networking. An inadvertant message is not great, but a bad message cannot really be retracted. Take for example, the airlines industry. A group of crisis communicators are talking today about Spirit Airlines their failure to refund the travel ticket to an ailing Marine. That short-sighted move by Spirit Airlines should be reconsidered. However, even if they refund the money, the PR damage has been done. Another example is from United Airlines where they damaged a guitar in transit. The owner started out by asking for reimbursement and got nowhere with United. The story ballooned on YouTube when the owner/singer wrote a song about it which impacted the airline’s reputation and spawned a new career for the Canadian musician. It turned out to be a shortsighted response by United. http://www.youtube.com/watch?v=5YGc4zOqozo
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