You wouldn’t ride a motor bike without learning some lessons in emergency braking, neither should your organisation embark upon a social strategy without lessons and fire drills.

Angus

There’s another real case study you can use for your reference. It all happened in the last 48 hours in Portugal. Ensitel, a well known mobile phone store, tried to shut up a blogger using lawyers. The blogger is an Ensitel’s client who bought a broken cell phone which the store refused to refund and, therefore, wrote some posts about it. This blogger was addressed this week by an order from the court to delete these posts and all social media community reacted very negatively to Ensitel action. Ensitel then began to delete all negative comments on its facebook page and, of course, everything got worse. Not happy with this, Ensitel then sent a press release reinforcing the attack to the blogger. Today, Ensitel is on all Portuguese newspapers and a lot of opinion makers are commenting on this. There’s also a Facebook Group with thousands of followers named “Nunca mais compro nada na Ensitel” (I Will Never Buy Anything on Ensitel). In Portugal, this will be, of course, a case study for PR students. And a case study for all PR professionals. Today, I’m reviewing all the methods I use with my clients based on what we learn from these cases.

Thank you for sharing your know how with us.

R.R.,
PR Consultant