A Publicity Tie too Far
Backcheck stretched the line of ethics with its release. It used the case of Canada's "body parts killer," suggesting it could have been avoided if the landlord of the killers apartment had been using its services/product. Naturally, the Canadian public didn't react well, and with good reason. It was not ethical and created a negative connotation to its product. Back check used these terrible circumstances to attempt to further its on product. Imagine the victim's family. Not a good story to have used.
Fleishman-Hillard worked well. The president, John Blyth, issued an apology for Backcheck. As a Public Relations manager, we have the right and obligation to speak up and manage honestly. Like Warren Buffet said, "We can afford to lose money-even a lot of money. But we cannot afford to lose reputation- even a shred of reputation."
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