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Best Practices: How to Navigate a PR Crisis

机译:最佳实践:如何应对公关危机

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In 2013, the retail giant JCPenney posted a billboard outside of Culver City, Calif., featuring a stainless steel tea kettle designed by architect Michael Graves. The company quickly received complaints that the kettle resembled Adolf Hitler. Soon, the Internet picked up on the Hitler comparison and media outlets wrote stories with headlines like "Kettle That Looks Like Hitler Brews Trouble." Dalia Stoniene, vice president of New York-based public relations firm Susan Grant Lewin Associates, told Graves, her client, to ignore the controversy. "We laughed," Stoniene says, recalling the conversation. "Do we respond to this? The answer was a resounding 'No.' How can you? It was just so silly."
机译:2013年,零售业巨头JCPenney在加利福尼亚州卡尔弗市(Culver City)外面张贴了一个广告牌,上面装有由建筑师Michael Graves设计的不锈钢茶壶。该公司很快收到有关水壶类似于阿道夫·希特勒的投诉。不久,互联网在希特勒的比较中迅速发展起来,媒体也刊登了标题为“看起来像希特勒·布鲁斯麻烦的水壶”的故事。纽约公共关系公司Susan Grant Lewin Associates的副总裁Dalia Stoniene告诉她的客户Graves忽略了争议。 “我们笑了,”斯托尼内回忆起谈话时说道。 “我们对此有何回应?答案是一个响亮的'否'。你怎么能呢?真是太傻了。”

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