3 PR lessons from Amazon’s battle with The New York Times

The e-commerce giant fired back at a Times article more than two months after it was published. Keep these lessons in mind when faced with negative publicity.

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Better late than never—or, maybe, better never than late.

This week Jay Carney, senior vice president of corporate affairs for Amazon, posted a counterpunch to a scathing story about the online retailer that ran Aug. 16 in The New York Times. That piece, posted on Medium, resulted in a response from the Times on that same site.

The sniping match has caught public relations pros’ attention.

Here are three PR lessons to be learned from these recent events:

1. Social media can provide a platform to defend your organization.

A key frustration for many PR pros before the advent of social media was the difficulty in combatting inaccuracies and negativity in news stories. A call to an editor may have resulted in a correction printed in the bottom left corner of an inside news page, or a fleeting mention on an evening broadcast, but it how could that undo what previously had been written or said?

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