When you engage the public through the internet and in social media, it’s not just what your message says, but what it says about you.
Yep, this ad again.
Last week, we talked about how GOOD Company Finalist Method dealt with a public relations snafu: A viral video they created to promote more accurate labels on household labels created a backlash because of content—animated soap bubbles from a fake brand called Shiny Suds cat-calling a woman in the shower—that evoked sexual harassment. Like the ad’s critics, I found its humor pretty repellant, but there was definitely a contingent in the GOOD community who found the controversy overblown. Method’s leaders have found the incident a useful lesson in how to manage their relationship with their customers.