PUBLIC RELATIONS CASE STUDIES
Analysis: Kate Spade's Crisis Communications Strategy
The communication goal of this campaign was to honor Ms. Spade’s legacy as the founder of the brand and to communicate that her passing did not affect the company’s operation.
Analysis: H&M's Crisis Communications Strategy
It is evident that black communities in Africa were the most disturbed by the image, which is why restoring H&M’s reputation locally was important. Moreover, given that the incident was exacerbated by people’s reactions on social media, H&M also had to develop a global PR strategy to restore the brand’s reputation among customers, celebrities and social media followers from around the world that were offended by the image.
Content analysis: Sephora's "We Belong to Something Beautiful" campaign
On June 5, 2019, the cosmetics giant Sephora launched its “We Belong to Something Beautiful” campaign in the U.S. and Canada in an effort to communicate the brand’s commitment to diversity, inclusivity, and self-expression.
Analysis: Airbnb Crisis Communications Strategy
On October 31, 2019, five people were killed in a Halloween party shooting in Orinda, California. The incident occurred in a four-bedroom Airbnb house rented by a woman who told the owner that her family needed to escape from the Sonoma County wildfire, according to the Associated Press.
Analysis: Penn State Crisis Management Strategy
Penn State’s decision to cover up Sandusky’s actions led to numerous indictments, millionaire penalties and the collapse of the school’s reputation.