How good PR waxes and wanes around the eclipse

From a ‘blackout sale’ to a special donut glaze, many brand managers are taking advantage of the cosmic event. However, some organizations seem star-crossed in their promotional efforts.

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A local middle school ordered 1,300 pairs of solar eclipse viewing glasses that it can’t use because the school board is mandating that all students stay indoors.

They’re trying to protect kids’ eyes and perhaps prevent a lawsuit.

So, the school did what one might do with a hot commodity: They tried to sell those 1,300 pairs of glasses for $1 apiece. It was a great idea—if only the school board had sanctioned it.

The situation, which earned the wrong kind of coverage in the local newspaper, was just one of many bits of eclipse-related deals and PR situations playing out nationwide.

For instance, on the deal side today, you have Denny’s offering $4 all-you-can-eat “mooncakes” and Dairy Queen’s 99-cent Blizzards.

Meanwhile, Krispy Kreme came up with a special chocolate glaze for its signature donuts. Here’s how the company introduced it:

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