SPIKE Spotting

“PR cannot overcome things that should not have been done.”

—HAROLD BURSON, cofounder of Burson-Marsteller

Many organizations and businesses try to attach themselves to real-time events that make no sense for their brand, product, or market position. There is a famous example of a real-time social media response strategy by Oreo, during Super Bowl XLVII. When the lights went out in the stadium, the snack food capitalized on the viewership and opportunity for exposure with a tweet that said, “You can still dunk in the dark.”

Why did it work? Because a snack food is something we talk about and pay attention to during the Super Bowl. ...

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