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From the BP Oil crisis and supermarket horsemeat scandal to Nestle’s fight with Greenpeace and the launch of a racist board game, in this post, we’ve identified some of the worst PR disasters of all time.
The BP Oil crisis is a classic example of reputation management misfiring.
The event itself, which was the biggest offshore oil spill in US history, was a tragedy and environmental disaster only exacerbated by the way the crisis was handled.
BP’s lack of apparent empathy and compassion was personified by former BP CEO Tony Haywood who famously said in an interview “I’d like my life back”, evoking a huge backlash of public resentment and anger.
Of course, this wasn’t the only PR mistake BP made during the crisis.
Their website had scant information on this situation with only minimal links to Facebook and Twitter.
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Also offering potential plaintiffs 00 not to issue lawsuits showed a serious lack of understanding.The horsemeat scandal in 2013 famously spawned a whole host of jokes, info-graphics and memes across the internet, illustrating just how influential social media channels can be when it comes to the public’s perception.According to the Telegraph some of the stand out twitter quips included: The story revealed beef products sold in major retailers (including Tesco, Iceland, Aldi, Lidl, Ikea, Asda and Co-op) contained horsemeat, rocking the European supply chain, with abattoirs, suppliers, manufacturers and retailers all implicated.When advertising agency Ogilvy created a cartoon of Malala Yousafzai for a mattress advertising campaign they quite figuratively shot themselves in the foot.The poster campaign showed the young school girl being shot in the face by the Taliban, falling onto the mattress and then returning to health under the slogan “bounce back”.Ogilvy’s press spokesman apologised to Yousafzai and her family.“The recent Kurl-On ads from our India office are contrary to the beliefs and professional standards of Ogilvy & Mather and our clients.We deeply regret this incident and want to personally apologise to Malala Yousafzai and her family.” (The Guardian) The case of Nestle is a well-cited example of how not to handle a crisis.In early 2010 Greenpeace launched a campaign highlighting Nestle’s palm oil sourcing practices, rolling out a Take a Break viral ad campaign featuring an office worker gnawing on an Orangutan’s finger instead of a Kit Kat Bar. Nestle’s Facebook page was overrun with people begging Nestle to stop using palm oil and killing the orangutans.Rather than acknowledging the comments Nestle deleted many of them and posted the following message.“To repeat: we welcome your comments, but don’t post using an altered version of any of our logos as your profile pic—they will be deleted,” This led to a further barrage of criticism adding huge pressure on the brand.