3 brand and communication mistakes PR professionals make
PR veterans identify the gaffes that are most likely to harm your reputation as evidenced by the big stories of the last five years.
Four years ago, several United Airlines crew members had a paying passenger violently removed from an overbooked flight. United CEO at the time, Oscar Munoz, appeared to blame the injured passenger before pivoting to blame “system failures.” As angry customers and observers reacted online, the company’s stock plummeted by at least $1.4 billion before rebounding.
Just a few weeks prior, Munoz had been seen as a brilliant communicator. But by blaming a customer for staff and airport security mistakes, Munoz made the branding nightmare for the airline.
All communications professionals make mistakes. Most of them won’t turn into national media nightmares, but they may cost you credibility and business. Here are three common mistakes that PR firms and freelancers must take care to avoid:
1. The focus is on yourself, not on clients.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
