Hasta La Creative!

Brand disasters follow no script: Nose goo on pizza (Domino’s); poison in a pill (Tylenol); an oil spill that kills 11 and wrecks the basin of an ocean (BP). They can pop out of nowhere and from anywhere, even, say, the mouth of a stalwart news-anchor star who lies about a battle he was never part of (we’re looking at you, Brian Williams and NBC Universal). They can reflect something endemic to a corporate culture or an anomaly that nonetheless pulverizes all the good before it.

And in the end none of that stuff even matters once the debacle has landed. A mess is a mess that needs cleaning upthe job of the marketers and agencies and crisis management teams that will (hopefully) ensure that in the coming days or months or years no one will care about the nightmare that took place, and fewer still will remember it.

We profile four recent PR crises to take a look at their fails and the way they attacked them. Some, it seems, are doing better than others.

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