Bloomingdales Case Study

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a) Bloomingdales is a department store based that is based in the United States of America. The stores run nationwide and is widely expanding in the nation. Its business objective is to cater to shoppers nationwide, for both male and female. Shoppers can choose to shop in stores or online from their website or through their mobile app. This gives shoppers the convenience to shop at any time, anywhere. [1] At the same time, Bloomingdales aims to reach out to those in need and change their lives with the “b.cause” program. They have partnered with various organisations to create the awareness. [2] Also, they plan to create diversity amongst the staff and its customers by understanding the different cultures and to cater to the needs of different…show more content…
[3] b) The ad posted by Bloomingdales to promote its Christmas line on clothing seemed to have caught the eyes of many and in this case, not in a positive way. Indeed, it is the season for cheerful slogans and a holiday themed layout. However, the slogan used seemed to have promoted something else then the holiday spirit, which was “Date Rape”. In this advertisement, the slogan reads “Spike your best friend’s eggnog when they’re not looking.”, with the female character looking away laughing happily while the male character stares at her earnestly. [4] The different events that led to the PR crisis of the company starts from the approval of the advertisement especially at the slogan itself. Firstly, detailed checking on the advertisement was left out. It is certain that before the whole advertisement was published, it should be checked and scrutinized to see if the advertisement fits the concept and criteria. In this case, the whole advertisement inclusive of the slogan was approved to be published hence the negative feedbacks for consumers. Secondly, the lack of tactfulness caused the crisis to arise. Before suggesting such a slogan, certain thoughts should be considered in order to avoid any misunderstanding between the company and the consumer. By relating to certain…show more content…
As a media relations in charge, one is responsible for all media that gets published. Ultimately, they are required to check in detail of whether the article or advertisement is suitable to be published to the public and not result in any negative feedback or make sure it does not bring down the reputation of the company. It is highly important that all promotions for the company are reasonable and appropriate to society so it does not result in misunderstandings. At the same time, they are also required to manage any PR crisis issues that may arise. [6] The right plan to engage the media would be key so as to not lose any reputation. Being appointed as a media relations in charge, I would implement a plan to strictly analyze the advertisement before it gets published to see if there are any part of it that may cause negativity to arise. Identifying and resolving it before it gets released to public can help avoid crisis’ from happening. This is especially so when publishing to social media platforms where most scandals and difference in opinions may arise. For a well known company to post on social media, it is always wise to refrain from publishing any content which is inappropriate. Another strategy would be, to know your audience before publishing anything to public especially on social media. By knowing and understanding the different backgrounds on the public, it could eliminate any wrong moves
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