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Acting fast is only half the answer

An incredible 12 million people saw the social media video of an attractive tramper complaining that her North Face coat was not waterproof. North Face recorded themselves delivering a new coat to her mountain location by helicopter.

The fast response got positive media attention. But that’s not good-enough for PR, because the core question went unanswered: Why was the tramper’s coat not up to the advertised job? You don’t eradicate reputation-affecting problems with marketing fluff. Not providing an explanation in the video meant that people remained unimpressed.

There is a tougher problem for PR professionals though – even if North Face did address the issue, their video-in-reply was only seen by one-third of the people who saw the original rain-soaked complaint from the mountain top.

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