Thursday, 25 June 2015

Reputation Marketing Insights: Why Some Negative PR Become Positive PR

Sacha Baron Cohen’s infamous fictional character, Borat, from the 2012 film of the same title, travels to the U.S. to learn about American culture “for make benefit glorious nation of Kazakhstan,” while at the same time inadvertently making fun of his home country. As with most of the actor’s movies, Borat was criticized for its anti-Semitic and homophobic themes, yet on the other hand, gave the former Soviet state a threefold increase in tourism. On a different spectrum, Kenneth Cole wasn’t as lucky. When it tweeted about the ongoing uproar in Cairo, supposedly because they have heard about the availability of the brand’s 2011 spring collection, the collective reaction in media was, needless to say, swift and punishing. A day after the contentious tweet, the brand issued an apology tweet, but the damage had been done.

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