I came across this post (link below) today as I was investigating the news on Target's public relations since it's controversy over funding, through the political action group Minnesota Forward, an "anti-gay" politician. However, on the top of the news (at least in the blogosphere) was Target's latest PR mistake.
According to the blog article and the New York Times article referenced in it, Target declined to comment on accusations from a blogger about an insensitive advertising mishap. Target's response when asked for comment was that it "does not participate with nontraditional media outlets … This practice is in place to allow us to focus on publications that reach our core guest.”
I found this surprising, given that many in strategic communications have enthusiastically embraced the use of social media as a way to connect with customers and respond to their inquiries. One of the original marketing/advertising/PR functions of Twitter was a rapid response by companies, even those as big as Target, to complaints and comments from customers.
The following article analyzes this situation as well as why corporations should embrace social media... and if not embrace it, they should be paying attention to it, as it is one new area of influence where their image can be shaped and changed whether or not they participate.
I also found it interesting that Target, which has branded itself as hip and young, wouldn't respond to social media in the way this blogger recommends. What do you think?
Read the full article: Missing Targets: Target PR.
It does seem odd that Target isn't taking part in social media, or I guess "Nontraditional" media. Perhaps they fear that it won't be completely in their control?
ReplyDeleteVery good analysis Jen. And aside from the social media issues, Target is also making a big mistake to ignore concerns of consumers regarding this recent ad showing a woman lying on top of the Target logo with her legs spread and her crotch at the center of the target (so what if she's fully clothed)? Given the recent crisis Target has faced regarding its campaign contribution, this latest PR problem is hardly going to help them with "image restoration" management.
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