Look closely at this screenshot below….
In 2010, the article, “How to Maintain Your Integrity as a Blogger Even When Blogging for Money,” showcased an important point last year on how far one might go to sell-out. The problem was… they sold out.
…..But, it was about INTEGRITY.
As others gushed about the article, someone caught on to the fact that the photo for the article was taken off of a book cover and not cited. Here’s the book: Where Has Integrity Gone? by Simon Schrock You would think Famous Bloggers knew better. Did they fix the link or show the original context of the photo? No. Instead, they pulled one of the worst PR moves by answering quickly and not fixing the issue. Watch what happens when a company reacts the right way to someone’s reaction to a photo…
Have you ever clicked on a website and couldn’t read the content because the image next to the headline captured your attention more than the paragraph, itself? I’ve seen it in smaller brand blogs, but never a larger brand until recently. This afternoon, I clicked on an article about branding from @CareerBuilder. Routinely, I’ll recommend their articles or forward on to job seekers and clients. When the page opened, all I could see was something utterly unappetizing.
Career Builder recently wrote an article entitled, “Recruiters Without A Personal Brand Risk Extinction.” Originally they had another image in the article. A few people commented about the very disturbing graphic. (Warning: It’s awful.) Scary would be an understatement, as the blood on the teeth and dripping down the (hopefully fake) fish was too much for my stomach.
This great resource from Visual People is a must read when deciding what photos to use: http://www.visualpeople.com/blog/stock-photos-small-business-use
What’s a brand to do? After a few of us tweeted, Stephanie came to the rescue and injected humor into the situation. She replied on the comments,
“We love getting comments on our posts, but when the remarks tell us we’re scaring our readers, we’ve clearly gone too far. Admittedly, we got a little too wrapped up in the colorful language of this post. While the original image really does fit the post, we don’t want you too lose your appetite (or cause you to question your love of sushi this close to lunchtime). Again, thanks for the feedback. Hey, at the very least, it’s nice to know you’re paying attention! For those of you who are now dying to see the original image (the puns really do come too easy with this post) – you’ve been warned: http://cb.com/youwerewarned”
A clear and heartfelt apology. Humor. Wit…. Stephanie had it all. How their Director of Social Strategy handled this situation commanded respect. How great she was at it, caught my eye. One article failed, another won. It’s another day in the Blogosphere. I would love to hear, what examples have you seen lately of a company reacting poorly or well to feedback on an article?