The bottom-line on public relations is good manners. Good manners help the earth turn on its axis. You can still be aggressive and make your point with manners. In fact, you will make a better point by being polite. Good manners indicate rationality while bad manners are just what they are – bad. We can rise from the barbarism that surrounds us not by being genteel with pinkies raised, but by being honest and straight forward in our actions. And of course the old adage about catching more flies with honey holds so very true even in today’s public relations world.
What does this mean when it comes to publicizing a product or service. This is not a fine line between exploitation and being overly opportunistic and being honest with actual care. Contrary to noisy as opposed to popular opinion, folks do know the difference and with today’s social media reach, you will hear all about it.
Case in point is promoting via 9/11, not such a good idea. https://secure.marketwatch.com/story/911-store-promotions-prove-to-be-a-terrible-idea-again-2016-09-08?link=MW_story_latest_news
Brands need to be respectful and not think they can get away with something or ride the coattails of history.
The death of an iconic figure such as the recent passing of Gene Wilder heralded opportunity and potentially compassion. Some of the efforts were genuine and honored Mr. Wilder while others exploit the commercial possibilities. People need to use judgement and ensure that they tread carefully with beloved icons. Look at this: http://www.nbcnews.com/news/nbcblk/how-gene-wilder-richard-pryor-changed-hollywood-n640011. Mr. Wilder considered the impact on others as he contemplated his own passing. This is illustrated in not releasing details of his disease to the public. He kept it private and demonstrated the epitome of good manners. Protecting his family and himself from any intrusion and unwanted attention. https://www.washingtonpost.com/news/arts-and-entertainment/wp/2016/08/30/why-celebrities-like-gene-wilder-choose-a-private-death/