In
chapter one of Real-Time Marketing & PR written by David Meerman
Scott we see a PR problem involving United Airlines and a consumer David
Carroll. David Carroll is a musician who had an unfortunate incident occur when
United Airlines broke his Taylor guitar. The chapter shows that if the incident
were addressed the right way would, it would be nothing more than a small transaction,
but United Airlines instead received a bit of a PR problem. David Caroll spent
a year over the incident going back and fourth with United Airlines, and the
ultimate end result was quite creative and effective.
After
United Airlines failed to compensate David Caroll for his broken guitar, he put
his talents to use, and made a song and video about it. In the end Dave Carroll
came out with three new songs on Itunes, Taylor Guitars showed the proper
packing procedure for guitars when flying and Calton Cases, Inc. made a special
case designed specifically for musicians who are traveling.
More
often than not consumers go without compensation when a company providing a
service is at fault. This is a great example for every PR practitioner to note,
and make sure that you never underestimate someone. This song was all over the
internet, and United Airlines debatably suffered from it.
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