pr horror stories - wny college media conference

“No They Didn’t!”“No They Didn’t!”“No They Didn’t!”“No They Didn’t!”Learning from PR Horror Stories

WNY COLLEGE M EDIA CONFERENCE ● F EBRUARY 2012 ● SUNY BROCKPORT

Mike McDougall, APRManaging Partner, McDougall Travers Collins

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more about you

2@McDougallTC

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@McDougallTC

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mmcdougall@McDougallTC.com

direct: +1.585.789.1623

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dramatic ways to

@McDougallTC

in PR

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ignore the obvious

@McDougallTC

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ignore the obvious

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ignore the obvious

“Schutt CEO Robert Erb said Vengeance referred to the company's competition with rival manufacturer Riddell, which was awarded $29 million in a patent infringement suit against Schutt in 2010. Schutt then filed for bankruptcy but, after being sold in December 2010, has since recovered.

Erb added that the helmets are not marketed directly to consumers and the word Vengeance does not appear on the product. "I don't think that it matters," he said.

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forget your brand promise

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forget your brand promise

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spray and pray

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Begin forwarded message:Date: June 3, 2009 9:45:42 AM CDTSubject: The "Pull Out" Method Rivals Condoms? Interview Opp

Hi [Editor in Chief’s Name],

A recent study published in the June issue of Contraception Magazine presents findings that the “Pull Out” method of birth control rivals the use of condoms. http://www.guttmacher.org/pubs/journals/reprints/Contraception79-407-410.pdf

Published by sex researcher Rachel K. Jones and based on several studies and data from the Guttmacher Institute, the study indicates that “pulling out” before ejaculation is nearly effective as condoms in preventing pregnancy – calling the method “only slightly less effective” than condoms. http://www.cbsnews.com/stories/2009/05/28/health/main5045514.shtml

This study has clearly raised concerns amongst healthcare experts, with lively opinions and debate being expressed across the media. To speak with 20 year veteran on contraception, CLIENT, please contact me. CLIENT is an industry expert and can provide commentary and insight on the study, as well as answer relevant questions.

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From the Editor in Chief and Publisher of Gay List Daily:

I got this totally misdirected pitch this morning -- keep in

mind Gay List Daily is a GAY publication (we're like

DailyCandy for the gays). When we gays get it on, we don't

worry about pregnancy and whether pulling out is more or

less effective at stopping babies from showing up in our

bellies than condoms.

spray and pray

Source: badpitch.blogspot.com

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use bait-and-switch

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use bait-and-switch

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use bait-and-switch

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be insensitive

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“We acknowledged in the call that delivering this news on a teleconference wasn’t ideal, but given the scope and scale of the reductions, there was no other way to share this news quickly and consistently,” said a company spokesman.

be insensitive

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let anyone represent you

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let anyone represent you

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let anyone represent you

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ride the coattails of disaster

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mask your true identity

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source: jessicagottlieb.com

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mask your true identity

@McDougallTC

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tempt fate

@McDougallTC

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underestimate your customer

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underestimate your customer

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underestimate your customer

@McDougallTC

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debate &discuss

Mike McDougall, APRManaging Partner, McDougall Travers Collins

mmcdougall@McDougallTC.com

linkedin.com/in/mcdougall

facebook.com/McDougallTC

direct: +1.585.789.1623

@McDougallTC

@McDougallTC

28© 2012 Michael L. McDougall@McDougallTC