The Ups & Downs of PR

Nobody Likes a Dead Elephant 

    Last April, Bob Parsons, CEO of GoDaddy.com gave a perfect example of bad PR. While vacationing in Zimbabwe, Parsons shot and killed an elephant. Shortly after returning from his trip, Parsons posted a video of the killing to his website and linked the video to his twitter account. Media outlets across the country quickly picked up the video and spurned public outcry at both Parsons and his company. GoDaddy users began taking down their websites and the company’s stock quickly sank. Parsons defended the killing claiming that he provided villagers with a source of food and protected their crops from harmful elephant encroachment. Regardless of what Parson’s intentions were, he clearly didn’t think his actions through. He is the head of a major corporation and as such, he should have realized that his actions would likely harm his company’s image. If Parsons was truly hoping to enrich the impoverished village, he could have easily brought in much needed supplies or resources. He could have easily gained positive PR by really helping the village, but instead he shot an elephant. No one wants to see a dead elephant.

Tylenol Stops a Headache

     The 1982 Tylenol deaths and recall provide one of the best examples of successful public relations. Following seven deaths attributed to poisoned Tylenol capsules in Chicago, Johnson & Johnson decided to recall every bottle of Tylenol in the United States at the time. Following the recall Tylenol began an aggressive marketing campaign advertising the new sealed bottle and tablet form pill and ensuring the public that Tylenol was now safe to use.  The recall and relaunch of Tylenol cost the company around 100 million dollars, but was extraordinarily successful.  Within two months of the recall, Tylenol stock had returned to its previous levels after a 30 point fall following the deaths.  Johnson & Johnson couldn’t have acted in a more appropriate manor.  They responded quickly, pulling the product off the shelves, and successfully remarketed the brand in record time.